A few weeks ago I came across an INCREDIBLE video on YouTube. It's about a graphic designer called Devin Mathews, who decides to rebrand a small sandwich shop in Logan, Utah, a place called Logan's Heroes, without telling them, just to see what happens.

It's 17 minutes long and I watched the whole thing without moving. It's just FANTASTIC.

And I kept thinking, why do I care this much about a sandwich shop in a city I've never visited, run by a man I've never met?

The answer to that question is, I think, one of the most useful things I've come across in a while. Not really even about the design or branding or storytelling, but why some businesses become the kind of thing people genuinely care about, and why most don't.

What Devin understood that most designers don't

Devin is a graphic designer by trade (although his video skills say otherwise). He's worked on big campaigns, major brands, commercial projects and at the start of the video he says that despite all of that... he'd done very little creativity that actually meant something to him.

So he decides to give something back. He visits Logan's Heroes, orders a sandwich, watches how the place works, and then goes to meet Hamed, the original founder, the reason the shop had any charm in the first place.

The story telling here is amazing, Hamed talks about how the shop felt like his house, how every customer was a guest, not a number, how he knew everybody by name, etc etc.

Only after that did the visual work start.

‍The reason you couldn't look away

Here's what I think is actually going on when you watch that video and find yourself genuinely invested in whether a sandwich shop owner in Utah is going to like a rebrand he didn't ask for. Devin narrates everything, he shares his thinking, his doubts, the full creative process (which by the way is incredibly accurate...)

You're not watching a designer show you work. You're following a person through a process and that's an entirely different, and fascinating experience.

Most design presentations (hell I'd even say most business presentations, most websites, most LinkedIn posts) skip the "process" entirely. They show you the "Before and after/Problem and solution/Here's what we made.

But the thing that makes people care isn't the output. It's the journey to it, the thinking behind it, the fact that someone gave enough of a damn to really understand what they were working with before they touched anything.

That's the story. And when the story is told well, it does something that no portfolio or case study ever quite manages it makes you feel something.

What this has to do with your business

Most of the businesses that come to us tend to follow this pattern, website copy describes services, LinkedIn posts describe outputs, proposals describe deliverables.

Nobody is narrating the process or sharing the thinking. Nobody is taking the person on the other side of the screen on the journey from problem to solution in a way that makes them feel something. That's exactly WHY, the first step of our process is telling your story and building your business a named process you can walk people through.

Hamed's sandwich shop didn't need a flashy rebrand, it needed someone to understand what made it worth caring about and then find a visual language that carried that feeling into the future. The video is worth 17 minutes of your time, cannot recommend it enough. Search SuprOrdinary on YouTube or click the big old embed below. Watch what happens when someone decides to narrate their work honestly instead of just showing the result.

And then ask yourself what's the story your business is telling...and is anyone actually invested in it?