Anti-Alias
Whether you flatten the world into binaries, or allow for nuance, complexity, and blurry edges.
Darcy and Raised Nutrition's Identity Crisis
Anti-Alias is about resisting hard either-or thinking and allowing for complexity. Darcy was framing his choice as binary: jiu-jitsu brand OR health and wellness brand. The advice helped him see that origin community and expanded audience aren't opposites — Lululemon didn't have to stop being a yoga brand to sell to everyone. Darcy moved from a flattened either-or decision to a more layered understanding of how brand identity actually works.