The Space Between.
Words and Photography by Ian Adams
I sometimes think of life as a series of hurdles. Rough patches to get through to finally reach the good stuff, the fulfillment, everything I’ve ever wanted. "Once I get through this, I’ll have the life I’ve been dreaming of." The whole light at the end of the tunnel kind of deal.
I’ve started questioning that story. What if life isn’t waiting for me on the other side of the struggle? What if this, the imperfect, messy, sometimes overwhelming now, is the way?
The last three years of running a brand design company have been challenging to say the least. Weird hours, all-nighters, face planting, face palming, high-intensity mud-faced cardio until the wheels fell off (I lost five wheel spokes in 1 month of biking: WTF), self-motivation stuff, repeat.
Honestly, I started running out of “it is what it is's.” There were plenty of days when I wondered if I was even moving the needle.
There’s an insight from author Rich Roll that got me thinking: “I still find myself with this sense that success has to be earned and the only way to earn it is to inflict pain on yourself and if you are not in pain, you didn't try hard enough and it would have been better if you had suffered more and I think that's a lie, and I want to find out if it's a lie or if it's true”.
This made me reflect on my own approach. Is it time to slow down? Amidst the relentless pace of project work, I’ve often clung to the belief that pushing harder, finding just a bit more “free time” or doubling down on intensity would somehow resolve my worries and guarantee success. But what if that mindset, like Rich Roll suggests, is flawed? What if the answer lies in enjoying the process and maybe doing less, not more?
Slowing down, especially in winter, has roots in cultures like in Denmark, the concept of hygge focuses on creating cozy, comfortable environments during the dark winter months, emphasizing warmth, connection, and simplicity. Scottish traditions around the winter solstice involve rituals that honor the darkest days of the year, encouraging a pause and reflection before the return of light. Some Native American tribes, such as the Lakota, use the winter period for storytelling and recording history, taking advantage of the slower season for reflection and teaching.
Maybe stepping back and slowing down is the way forward.
That realization isn’t just shaping my life; it is actively challenging and transforming how I approach work with my clients. Building a brand can feel like a constant grind, always chasing the next big thing, always striving for perfection. But there is so much value in pausing. In taking a step back to clear away the noise, to reflect on what’s truly essential, and to focus on what brings clarity and meaning.
What if we gave ourselves the grace to sit in that space between broken and fixed? To see if there’s value still waiting to be uncovered?
Maybe it’s about finding ease in the moments that feel uncertain, turning challenges into opportunities for clarity and growth. That space between where your brand is now and where you want it to go; that’s where the magic happens. When we pause, reflect, and dig into what really matters, we uncover not just a brand that looks good, but one that feels good. A brand that sustains, connects, and grows with purpose.
Whether it’s letting go of old habits, resisting the pressure to overcomplicate, or simply making room for what truly resonates, embracing The Space Between can be a game chamger.
For me, it meant learning that fulfillment isn’t waiting on the other side. It’s right here, in the thoughtful, intentional choices I make today. For you, it might mean rediscovering what your brand stands for, finding new ways to connect, or carving out space to tell your story with authenticity.
So, as you think about what’s next for your brand, remember this:
There is value in pausing. In sitting with the space between and finding comfort in the process. Sometimes, that’s where the gold is.
#BrandDesign #BrandDevelopment #IntentionalBranding #ComfortInTheUncomfortable #BusinessGrowth
