reflections

Art, Design and Having Something to Say

We named our studio after a rebellious artist and nun. I sometimes think about what it means to live up to that.

Inspiring Devotion: The Difference Between Being Chosen and Being Loved

The best brands understand that every buying decision sits inside a much larger emotional story. The question isn't "What feature should we communicate?" It's: "What feeling are we helping someone experience?"

WHAT’S THE BIG IDEA? The missing link between strategy & design

Somewhere between the strategy deck and the first round of creative concepts, something has to connect the two. At Sister Mary, we call that bridge The Big Idea.

CAPTURING LOCAL MAGIC THAT TRAVELS

At Sister Mary, we’ve found that the unlock isn’t about choosing between “local” and “global.”It’s about understanding what actually makes something local in the first place, and then carrying that meaning into new contexts, without stripping it of its depth.

The Strategies of Strategy

At Sister Mary, strategy and creative always operate in lock-step because great design doesn’t just come from strategy — it proves it.

Saints and Sinners of 2025

Rejoice (or repent). It’s time for Sister Mary’s second annual saints and sinners: our unapologetic take on the brands that earned devotion - and those that didn’t, in 2025.

Who are you, really? Making your brand's true self shine

Forget Jung’s archetypes and adjective lists — here’s how to build a personality that actually feels human.

Picking your Partners: Learnings from the best and meh-est around

From electric-charged smoothies to iced tea flavored lip balm, brand partnerships are having a moment — and not all of them are good. When done right, collabs build buzz, break boundaries, and give brands new life in unexpected places. When done wrong, they feel like April Fools jokes no one asked for.

Desirable by Design: The Glow-Up Guide for Any Category

From Graza making olive oil a centerpiece to Liquid Death bringing edge to the epitome of bland, and everything in between, we’re seeing lifestyle brands being built and thriving in even the unsexiest of aisles.

From Mocktails to Must-Haves: Building a Brighter Future for 'Non-Alc'

As the non-alcoholic beverage market continues to grow, brands must move beyond simply mimicking alcoholic drinks and start defining the category by what it truly offers.

The Pursuit of Desire: Building Brands that Inspire Devotion

As the meaning and role of desire & gratification has changed in culture, we at Sister Mary are championing its power across all the brands and categories we work with - inspiring devotion with every brand and category we touch.