The Matchstic Holiday Wish List

It’s that time of year again. You know the one. Everybody’s asking what we want for the holidays. What size? What color? Remind me of your allergies again?

At Matchstic, we’re posting our wish list for Santa and the world to see. Our first priorities are obviously at the very top. Peace and health and happiness to our colleagues, clients, and their families. After that, courage, truth, and harmony in spades. You may have heard by now that we can never get enough. But there are a few other things we’re really hoping for this year. Or next. Honestly, anytime will do.

In our team’s own words…

A brand that gives a glam

Minimalist and humble brands have their place, but I would love to help a brand that unapologetically cares for its customers and celebrates with bright, bold, glitzy, and—dare I say—glam to the max(imalist). Cher has stood the test of time, and I think a brand that she would approve of could too.

Brands that aren't for everyone—and love it

Don't get me wrong. The popular, much-adored brands have been very good for me. We're friends. Best friends, even. But the metalheads, burnouts, goths, and 9th-level wizards need brands too (and they outnumber us milk-drinkers ten-to-one). The truth is, the world needs more brands that are willing to be weird. Willing to be silly. Willing to be not-for-everyone. The world's exciting because it isn't one-size-fits-all, and I think we should celebrate those folks who are unapologetically odd, strange, and alien. So, whatever it is you make—coffee so strong it's banned in Europe, furniture made from coffins, makeup for people who speak Klingon—your cult following is waiting. And I want to help you reach them.

An invitation to your next era

I know what you’re asking: How can I be more like Taylor Swift? Should I get bangs? Absolutely. Make cryptic posts just to keep everyone guessing? Break out the invisible ink. Write a hit song about my ex? Make it a chart-topping anthem. While we can’t become the mastermind herself, we can take cues from the eras of her career. Every evolution brings a new story, fresh aesthetic, and a unique identity. I’d love to help musicians usher in their next era. Whether you’re switching genres, elevating your music, or just rolling out your next record, you can count me in.

More copy-driven brands

I'd wager that the graphic-driven identity outnumbers the messaging-driven identity 999:1. In fact, there's only one or two brands I can recall (being delighted by) in the last decade of studying this industry. The first that comes to mind: Story Cafe. I’m wishing for more work that leverages copy as the primary driver of a brand vs. the bolt-on it so often feels like today. I’m sure our friends over at The Subtext would agree. 

A new life for longform

I’m not sure when it happened, but brands don’t give readers that much credit anymore—the Great Cursive Logo Debate of 2023 is all the proof we need of that. Don’t get me wrong, snackable content is great. Pithy headlines, clever jingles, gifs, memes, TikToks … it’s all effective, bite-sized goodness. But sometimes your audience needs something to savor. I’d love to see a resurgence of multi-sentence headlines, meaty allegories, and meaningful narratives, no matter the medium. Let’s give people something to chew on. 

More radically relevant manufacturing brands

American manufacturing has some killer brands. John Deere, Rain Bird, Milwaukee, and Airstream, to name just a few. Manufacturers play a crucial role in fostering economic growth, contributing over $2.33 trillion to the U.S. economy. In the spirit of the season, I hope that more manufacturers recognize the power of a differentiating brand. Sure, a brand is a great marketing tool. At its best, it’s a unifying force propelling America’s titans toward innovation, sustainability, and community impact.

A drive for thoughtful expression

Remember the days where cars (and scooters – I see you Vespa) had amazing nameplates? They featured beautiful chrome plaques, badges, emblems, and logos, all rendered in an expressive script lettering style. The hyperextended sans serif type that every automotive company has adopted is boring in comparison. Here’s my wish, and it applies to everybody from the gas guzzlers to the electric cruisers: look elsewhere for inspiration. Who’s to say expression is reserved for fashion and the performing arts? Subaru, show us adventure! Volvo, help us find the fun in safety! Ford, tell us what toughness looks like! If every car company extended their brand promise into their brand expression, our roads would look a lot different—and a lot more stylish.

A brand for the senses

I miss scratch-n-sniff stickers. Running my hands along the chain link fence from the bus stop to my house. Creating the perfect playlist (I still do that, just not on cassettes). As adults, there aren’t many brand experiences that truly feed our senses. Any hospitality brands want to include a small, scented swag item to folks who’ve recently booked? Or team up with retail partners to put your signature scent in stores? While we’re at it, can we amp up sonic branding? Not just sizzle reels (which are fabulous), but thoughtfully designed sound bugs and audio experiences that are deeply embedded within the brand experience. And don’t even get me started on branded snacks… yes, please. Give me more brands that embrace every sensory input to deliver another deeper level of understanding, differentiation, and experience for their audiences.

More jingle bells

While everyone is humming their favorite version of Jingle Bells this holiday season, I want to be writing the next daytime TV infomercial jingle. Nothing fancy, just good old-fashioned alliteration, rhyme scheme, and repetition. Maybe an added synth or snare drum for funsies. You name it and I’ll sing it. Liability-only car insurance? Jingle it. High-end beachfront condominiums? Jingle it. Latest B2B tech product? Jingle it. New disruptive AI? Jingle it. The secret to my success? Reverse engineering “Let It Go” from Frozen and how it magically sticks in my brain for days on end. 

A future full of chaotic color

Kids should have access to more tones than a Napa Valley living room. I’d love to be a part of making that happen. Show me the brand invested in creating kids’ clothes as colorful as their personalities. Doesn’t exist? Let’s build one together. I’ve been around the block a time or two, but I’ve never met a kid who can best be captured by a calming taupe. Whither the azures, the dandelions, the candy apple reds? If you’re ready to go against the grain of sad, beige kid’s stuff that seems to be all the rage these days, I’m already in your corner. 

Trust in the process

Rebranding your organization can feel intimidating and risky. For some, it might feel like an all or nothing bet. Every project, no matter the industry or scope, we encounter something I can best describe as reluctance. Reluctance to commit. To follow through on the original vision. To stick to the plan. This year, I’m asking clients to put their faith in us. We’re as invested in your success as you are, and we’ve helped clients navigate new, novel, even out-of-left-field challenges before. I’m not asking for carte blanche—the best partnership is give and take, push and pull. But trust that we have your best interests at heart, and definitely trust us when we tell you that you’re fully capable of achieving that radically relevant sweet spot. 

What are you wishing for this holiday season? Maybe we can help. You can get in touch with Santa, er, Matchstic right here.