Still Becoming Is Not a Slogan

Three words on a label only mean something if the people behind them are living them.

We almost didn't use the phrase. It is the kind of line that can go soft fast, printed on enough products until it means nothing.

What kept it was that it is accurate. This brand is not finished. The collection is small on purpose. The film is not shot yet. The community is being built one conversation at a time.

Saying you are still becoming is an admission, not a tagline. It means we will get things wrong in public and correct them in public.

The alternative — pretending to be fully formed — is the thing we left behind. So we will keep the words, and we will keep earning them.

Still here. More to write.