Ondesign, its new editorial platform, is strong proof that, at On, critical, creative thinking is allowed to lead decision-making before, or adjacent to, commercial interest. This is perhaps due to the brand’s faith in its products and the recognition that audiences care about the thought process and context behind what they buy as well as the products themselves. Indeed, another factor is its perpetual development. On continues to experiment and challenge its own brand while existing within the same visual universe, having forged a creative space where something feels ‘On’. Or, On-brand, if you will.
The creative philosophy underpinning On’s process also directly serves as inspiration, finding influence in contrasting forces, but not opposing ones, as Astrid explains. “That tension is where the most interesting relationships are born,” she says, “with that coexistence, space shapes movement and movement shapes space,” again, speaking to the notion of dualities. Whether it’s art and engineering, fashion and function, nature and technology, all inspires On’s output. In fact, as Astrid suggests, “what sets On apart is that coexistence of dualities,” and the refusal to choose between the two. “While others build polished corporate monuments, On reaches for something more elemental,” and certainly not for anything expected. “Anywhere but the feed,” Matt says.
Returning to the rigour and thoughtfulness behind On, Thiago suggests that it’s in turning inward rather than looking externally where he finds inspiration. “Especially in the age of AI, algorithms, and data-driven ‘solutions’ for everything,” Thiago contextualises, “I’ve become much more interested in the role of intuition,” finding creativity and success instinctively. “I’m not claiming it’s a perfect science,” he says, “but I do think there’s something about trusting one’s own humanity, and developing the ability to tap into it during the whole creative process.”
This has undoubtedly led On to fruitfully pushing the limits of its brand identity and execution without breaking it, especially within its collaborations. “They let us test the edges of tone, styling and visual language,” Matt explains, often signalling where the brand could evolve through said experimentation. “We set guardrails, but we often explore beyond them before bringing things back.” The restlessness of the brand, and its unwillingness to conform to what it has already proven to be successful, once again ties to philosophy. “On’s mission is to ignite the human spirit through movement, and you can’t do that by standing still,” Thiago says, “we let the brand bend whenever we find a new way to connect with that human element,” through both experimentation and, at times, friction. “It feels more ‘alive’ than ‘perfect’,” he adds, “which, to me, that’s a sign of a brand that’s actually breathing.”