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With over eight years of experience in the design industry, I’ve collaborated with professionals who have shaped my understanding of creativity, leadership, and brand identity. Their guidance has facilitated my growth, and later, I had the honor of mentoring others, some of whom became respected names in the design world. By leading teams, managing projects, and sharing insights at panel discussions, I’ve continually sought meaning behind every detail.

One weekend, I wandered around Glendale, searching for a coffee break. I passed by the usual chain cafés — familiar names that serve dependable drinks in nearly identical spaces. Yet, I yearned for something different; something that felt as though it belonged to this place.

Tucked between two buildings, I discovered a small local café with only a few tables. Inside, the barista served coffee in handmade cups alongside a pistachio pastry on a marble table. The walls featured old ceramic tiles and vintage clocks, all curated with care. That space wasn’t just about coffee — it had a personality. It had a story.

And that’s when it hit me: this feeling of authenticity, of identity, is exactly what so many brands are missing.

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Why Place Matters More Than Ever

‍This idea has a name: neolocalism. It’s about reconnecting with a sense of place — choosing experiences that reflect local culture and uniqueness, especially in a time where so much feels the same. In design and branding, this means crafting spaces and messages that feel personal, rooted, and reflective of the community.

In my leadership roles, I’ve often talked about this during panel discussions — how companies, especially big ones, sometimes lose touch with individuality. The same store, the same layout, the same tone. But people don’t just want convenience. They want a connection.

Take the brand Paul Smith, for example. Each store is designed with a unique architectural approach. While the products stay the same, the experience doesn’t. That’s what makes visits feel special. It’s a design choice, but also a statement: you are here, and here matters.

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What Businesses Can Learn from a Cup of Coffee

‍Neolocalism offers brands a way to build meaningful relationships with their audience. Whether it’s using local materials, highlighting regional traditions, or collaborating with nearby creators, these choices shape how people feel about a business.

And it’s not just about aesthetics. It’s about showing respect for the community you’re part of. A well-designed space, like that little café in Glendale, can leave a bigger impression than any global chain. Because it’s personal. Because it pays attention.

This is an opportunity for small businesses, especially. You already know your neighborhood, and you’re already part of its story. That gives you a head start in building something authentic.

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The Bigger Picture

‍Over the years, my work in design and management has always centered on one belief: details matter. From guiding well-known companies to mentoring rising talents, I’ve seen firsthand how much impact can come from thoughtful choices.

Whether designing a store, running a brand, or choosing where to have coffee, seek meaning in the small things. They’re not just part of the experience. They are the experience.

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Aram Andreasyan
Industry Leader, Design Expert

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