this way to the magic


I've always loved the word "magic" because of the whimsical element it brings
 (heyyy Disney) but mostly because of it's definition.

Magic(n): The power of apparently influencing the course of events by using mysterious forces.

Once I read this, it immediately reminded me of the branding process. There is a magical element in the unique and strategic build of a brand. It's intentional but also mysterious and supernatural. There is a power behind it