Why Am I Doing This?

When Jeff’s company achieved the rare goal of becoming a B Corp, he wanted a public forum to explore the topic of purpose with other business leaders. Why Am I Doing This? is a podcast created to host conversations about building brands, businesses, and movements.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

The identity system for Why Am I Doing This? is curious. It’s iterative. It is polished, but not too polished. It leaves room for questions, strikethroughs, edits, and new drafts. A traditional serif font harkens to trustworthy newsprint, while doodled lines, circles, asterisks, and other marks give you the feeling that the thing you're working on is still in process (and likely always will be).

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