Category: Inspiration

FINterview Series: Macoe Swett

Meet Macoe Swett, Four Fin’s Senior Designer and resident DJ. We asked the Fin who knows a little bit about everything (really) to answer three questions about herself. 

What is the most uncomfortable thing you have done?

Teaching my first design class was the most uncomfortable thing I ever did. I remember it was an 8am class on a Monday morning and although I was excited about it beforehand, when it came time to do it, I was doubting myself. I thought “I could just be sitting at my computer designing, and instead I have to go speak in front of a class of 25 strangers. Why did I agree to do this?” But within the first 30 minutes or so, my fear dissipated, the students were kind and genuinely interested in what I had to share. By the time I taught my second class that evening, I was much more confident. Teaching has taught me so much about speaking to groups, whether strangers, clients, or internal teams, and I’m grateful for that experience!

What is your favorite food?

I’ll eat just about anything vegan, but I do have a special place in my heart (stomach?) for Italian food. Nothing beats a good lasagna! Fortunately, there are so many good non-dairy cheeses nowadays and it’s not too difficult to make a delicious plant-based one. Growing up, my friend’s Italian mom taught me a trick: add sugar, a little cinnamon, and two egg whites to the ricotta. Now I use a plant-based ricotta (or just crumble some tofu) and of course I skip the eggs (or use Ener-G egg replacer), but I do still love the sugar and cinnamon trick! 

 You’re a new Pantone color, what are you called? 

Hmmm… the hair color I’ve been using lately is called Electric Paradise, and it’s the perfect meeting of hot pink and orange, but on me it fades quickly to a blorange tone (which I’m surprisingly ok with). With that in mind, I would name myself “Bellini Blush” (the original Bellini cocktail was named after the painter Giovanni Bellini, known for his warm yet subdued color palette).

Who’s your dream client? 

I would love to work with Arctic Fox! Not only is their hair color my favorite, it’s vegan, cruelty-free, and 15% of their profits are donated to prevent animal cruelty. They also have informative blog posts, including hairoscopes! Plus their IG is so colorful, it makes me smile.

Find more Macoe via LinkedIn or Instagram (and see that Bellini Blush in action)

Want to Grow? Take up Space.

Jacob Repko, Unsplash

With windows rolled down, driving down the Coast Highway during last Saturday’s perfect sunset, I found myself BLASTING Zeppelin’s “Whole Lotta Love.”

My heart – pounding with joy
My voice – screaming until it hurt

After a cabin fever-inducing winter here in SoCal (so. much. rain.), the sun is shining again and something deep inside is craving to come out, to stretch, scream, sing, dance. Something deep inside is yelling ‘Take up some SPACE, there’s room, YOU NEED IT.’

Turns out, so do brands…

During our weekly team meeting, I shared the Zeppelin tune, and how the music reminded me to take up space. Take Up Space. This got us all talking. I challenged the team to think about which brands are truly taking up space in today’s culture. What does taking up space even mean, especially for brands? In hearing our team’s responses on brand’s they felt lived this out, three themes arose:

Get out of your own way
How easy is it to go along with the status quo, especially the status quo of your own thoughts? I often forget that things don’t change, evolve, or improve unless I get out of my own way of thinking. Same goes for industries. When you think of venture capital and law, what comes to mind? Stodgy, conservative dudes in suits, right? One look at Maveron’s website and you’ll do a double take–this is a venture capital firm? From the design to the tone of voice, any startup will remember the bold, completely unexpected experience this company delivers and more likely than not, want to be a part of it. Also, WilkMazz, bravo for not scaring us away like other law firms usually do. Who said lawyers have to be buttoned up all the time? Turns out, they can have a strong gif-game too.

Do your own damn thing
AKA, do what you do best – be yourself. When so many of us think we have to act or be someone we’re not (I’m totally guilty too), why is it so refreshing to see someone just being themselves? Authenticity is an obvious pillar for subculture branding, but it’s amazing to see Van’s take, celebrating this among their sponsored female skaters who they’ve dubbed the “Vanguards” in a recent campaign. Similarly, female shaving brand Billie is on a mission to show the world the reality of female body hair through its “Project Body Hair” campaign.

Stand up and stand for what you believe
Hearing Robert Plant belt out song after song is no truer expression of speaking his truth for Led Zeppelin, but brands don’t always need to scream to be heard. The next time you head down the meat aisle at the grocery store, you’ll probably find GoBeyond plant-based protein products (think brats and burgers). Their bold look and feel, as well as their clear mission and values don’t shy away from the fact that they believe in a better way to feed the planet. The pure simplicity of consumer goods company Brandless – from their name to their packaging and pricing model – speaks a clear testament to their belief in providing quality, affordable goods without the markup.  

Since I’ve clearly committed myself to the quest of understanding why taking up space is not only good, but required to move forward and progress for both individuals and brands, it’s important to note what taking space does not mean: Yelling for yelling sake; doing it for someone else; or trying to get attention out of fear of being forgotten.

If we take a moment and recognize the root of what we’re doing here–leading with heart and intention, which is core to what we do at Four Fin for our clients–thinking about how our brand should take up space is a purposeful exercise allowing us to know ourselves and our businesses better.