Innovation isn’t posting more or being more busy.

It’s getting radically clear.

Clear about who you serve. Clear about the transformation you provide. Clear about what makes you distinct. Clear enough that your branding actually reflects that clarity — instead of decorating confusion.

At 16 Hoops, that’s the real work. When we stopped trying to work for everyone, we got clear about who we wanted to help — and how.

Why 16 Hoops? It’s our most frequently asked question—and the answer reveals exactly how I think as a designer. This origin story weaves together cosmology, culture, personal history, and strategic positioning to show how layered, intentional branding is built. The way I arrived at this name is the same nuanced, deeply considered approach I bring to every client project.

Smart marketing isn’t about shouting on every platform. It’s about designing an ecosystem where each channel plays a clear role—so clarity compounds, trust builds, and impact lasts.

What if you evaluated technology the way the Amish do? Instead of asking whether a platform is convenient, profitable, or trendy, ask one harder question: Does this move your mission forward? Before you add another app or platform, it might be time to measure whether it’s building your organization — or just keeping you busy.

A tale of two ads! Ever wondered the difference between ad campaigns and boosting in Instagram or Facebook? Let’s break it down!