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In an era where audiences are increasingly alert to the gaps between what brands say and what they do, our Design Week Portland event, "All Mouth, No Trousers," struck a chord. Hosted at Watson’s Portland studio, we convened a panel of strategists, creatives, and cultural leaders to discuss the critical need for honesty in branding, politics, design, and social impact work. And the title? A cheeky nod to the British phrase describing people or organizations that talk a big game but never show up when it counts.
Communication is the currency of every brand. But communication without credibility is just noise. Our panel explored how design isn’t just about aesthetics—it’s about creating alignment between words, visuals, and actions. Empathy, trust, and transparency aren’t just nice-to-haves—they’re competitive advantages.
In an era of performative wokeness, greenwashing, and political spin, audiences are savvier and more skeptical than ever. According to the 2023 Edelman Trust Barometer, 63% of consumers say they will buy or advocate for brands based on shared values—but only 37% believe brands actually live up to those values.
Ryan Lewis (Bonfire Marketing) opened the conversation with a challenge: "We’re no longer marketing to demographics. We’re marketing to belief systems." That shift means brands must navigate nuance, be willing to show their humanity, and invite consumers into the story.
Ian McMillan (Nike) spoke about the balance between innovation and authenticity: "Nike innovates from a place of purpose. When we say we support athletes, that includes athletes of all backgrounds, all abilities, all identities. That message only matters if our actions reflect it."
Jefferson D. Smith (XRAY.FM) reminded the crowd that media isn’t neutral: "As communicators, we have a responsibility to amplify truth. To build equity into the systems of distribution—who gets to speak, and who gets heard."
Meghan Pruitt (level+) and Neha Neelwarne (Skidata) discussed how empathy leads to smarter systems. Meghan emphasized that "in a digital-first world, it’s easy to lose sight of the human being behind the screen. The best design is inclusive, not exclusive."
At Watson, we’ve seen the difference authenticity makes across projects, particularly with mission-driven organizations. Take the Autism Society of America. When we rebranded their national platform, we didn’t lead with a color palette—we led with empathy. We engaged over 150 stakeholders, from families to clinicians to self-advocates. The result? A cohesive brand system rooted in lived experience, not marketing theory.
Similarly, our work with the Oregon Cultural Trust—charged with funding statewide arts initiatives—meant creating a brand that felt local, inclusive, and future-forward. Trust in government and nonprofit entities is at an all-time low, and design that speaks with communities rather than at them is key.
To ignore politics in 2025 is to misunderstand culture. From climate change to racial justice to gender rights, today’s design leaders can’t afford to sit on the sidelines. Design is political. Typography, color, hierarchy, and voice—these are tools that shape perception and behavior. Whether you’re working on a city-wide public health campaign or a website for a small nonprofit, your design decisions carry weight.
As Watson’s founder Matt Watson put it during the event, “We’re not here to sell people on something they don’t need. We’re here to elevate the good. And that starts by showing up, trousers on.”
Yes, values matter. But let’s not forget results. According to a 2024 Nielsen survey, brands that consistently align their stated purpose with their actual behavior saw a 12% increase in customer lifetime value (CLV) compared to those that didn’t. Trust builds retention. Authenticity builds word-of-mouth.
Our work with organizations like Craft3, a community lender focused on underserved entrepreneurs, highlights this principle in action. We helped them refine their brand and communication systems to better reflect the communities they serve—communities that are often overlooked or spoken down to. Craft3’s success is proof that equity, authenticity, and business growth aren’t mutually exclusive.
“All Mouth, No Trousers” isn’t a one-day event. It’s a design principle. It’s a marketing imperative. And it’s a cultural call-to-action. As we move further into this decade—facing AI disruption, climate urgency, and global polarization—the need for clarity, empathy, and boldness has never been greater.
We believe designers must take a stand. Not with slogans, but with systems. Not with performative language, but with platforms that include, inspire, and activate.
The next time you approach a campaign, ask yourself: Are we living the values we’re projecting? Is the story true? Are the trousers on?
That’s the bar.
