Form Follows Brand

“Jayson’s inspiring insights on the interdependence of modern design and branding will help you build lasting loyalty across your brand’s community. By clearly defining and injecting brand DNA into tangible, experiential design solutions, Form Follows Brand helps your brand speak authentically-well beyond the initial launch hype.”

“Form Follows Brand makes a compelling case for the power of coherence across brand, product, and design. Drawing on his unique experience, Jayson generously distills his learnings into clear, intuitive frameworks that are both practical and inspiring. I highly recommend this book to designers, product developers, and business leaders alike.”

Simeon makes an ironclad case for creation teams to embrace a brand-driven ethos. His foundational, forward-thinking approach is relevant at every level of an organization, from the creation floor to the C-suite. Every company, new or established, big or small, should use this book to calibrate how well its brand and creation teams are connected, aligned, and working together. This isn’t simply a better way to create. It’s essential to compete.

Jayson writes with the clarity, conviction, and the practical insight of an industry leader. This is a must-read for every serious product team charged with building authenticity, earning trust, and creating distinction in a crowded marketplace.”

“Jayson outlines the reasons why being reactive is the fastest way to become irrelevant. If you’re ready to stop worrying about the competition and enter a league of your own, this book walks you through what it takes to build a brand that’s indestructible.”

“Weaving together design history with his own wide-ranging experience leading design teams across the country, Simeon sheds light on the corporate challenges that hold strong designers back and the tools and systems that unlock their maximum impact. This book is for design and brand leaders who are ready to build lasting trust and durable growth.”

“Reading this book felt like watching years of professional conversations finally crystallize into a clear, future-focused framework. As an educator, I felt a genuine urgency: students need to understand this evolution. This book acknowledges the traditional, surface level view of branding, but its real power lies in revealing how brand has become a strategic, organization wide compass. It’s a perspective that accelerates your thinking and sharpens your sense of what modern brand stewardship requires.”

“Jayson is a world-class design leader, and this book does something rare: it explains how the design world arrived at this moment, why authenticity now matters more than ever, and how design can be a powerful partner to brand strategy.”

Jayson Simeon is the founder of Adaptitude, a design and brand consulting company that helps brands become beacons of authenticity by design. With over two decades of practitioner experience, Jayson has professionally engaged a broad range of industries from both inside, and the agency side of design and brand.

He is the former Vice President and Head of Design at Yeti, the former Head of Global Design at Fortune Brands Water Innovations, and former Head of Design at M3 Design.

Jayson has spoken at several international conventions, led design community cohorts in multiple cities, guest-lectured at a variety of design schools, and has been a featured writer in several industry publications.

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