Introducing Findings by MW.S
A design studio’s perspective on the influences and trends that shape our culture
Findings is a monthly newsletter on the influences and trends that are quietly shaping our culture by Mouthwash Studio. Take a look at our archive for more.
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Some of you may remember when Mouthwash was what we called “An Offbeat Experiment”, unrecognizable in comparison to the way it exists and functions today.
Long before a business plan was in play, Mouthwash took shape as an editorial practice where we utilized conversation within the mediums of podcasts, print, and long-form written interviews to show the world where our interests lie. Breadcrumbs of these creations still exist across the internet if you’d like to dig them up.
Soon enough, those stories reached thousands of like-minded listeners and readers worldwide, and the visual material we made to promote those stories became a source of inspiration for others in the design community. Eventually, people thought it might be a good idea for us to help their companies find its own identity, voice, and story.
As priorities have shifted, there’s been a collective decision to retire many of the editorial practices that we had become known for in those formative years. The unique experiences we gained during those times have now been turned into a coveted creative process that we offer to a range of clients in an effort to solve problems and scale brands. Whether it’s repositioning a Spanish architecture firm, visualizing the sensation of air, or continuing the legacy of the most iconic running brand ever, Mouthwash Studio has graduated from an ‘Offbeat Experiment’ to an expert creative partner and key player in the advancement of culture across industries that we find interesting.
Today, most would describe Mouthwash as a design studio. We identify that way in an effort to make it easily comprehensible that yes, we do in fact design. Our studio website and social channels make this very clear. But amongst our tight-knit team of 16 individuals spanning the globe comes much more than design alone. Hours of research, dialogue, cultural forecasting, critical thinking, and taste development are all the things that happen before anyone sees “design.” Most of our heroes would agree that good design goes well-beyond making something look nice.
We are incessantly searching for new ways to show the world that we are not just great designers, but great tastemakers, thinkers, and storytellers. And on the flip side, we are not unique in the fact that we can find it laborious to communicate the “why” or “how” behind our creative output. The result of strategic work is oftentimes difficult to materialize or comprehend. It either works or it doesn’t, right? Rather than hedging bets on success, the industry at large has turned to developing Trend and Consumer Reports as tangible outputs, using them as a foundation to make predictions about the future and hoping that clients might look at each other and say, “This team really knows what they’re doing.”
There is some debate as to whether or not this medium continues to be the most effective way to show how teams think. Everyone is predicting the future as if there will only be one, but we live in a time where information and experiences are so fragmented that a singular, shared future will soon be something of the past.
says it best in a recent piece titled “Nobody knows anything” where she puts up a fight against Trend Report overload:“My main issue with predictions is that I don’t think that there is the future: there are many futures. Scenario planning has long been known in organizational analysis as a way for companies to adapt to uncertainty. The challenge is not how well we predict the future, but how well we react to its unpredictability.”
The Strategy team at MW.S launched a paper called Annual Findings Vol. 1 at the end of 2023, partnering with writers and researchers to explore topics like AI, sustainability, algorithmic thinking, and the case for opposing convenience. We initially set out to create a traditional Trend Report, but happily ended up elsewhere, developing a 33 page long research paper that provided much more than data and predictions alone, but rather a point of view and perspective for the role that culture’s most contentious topics play in the life of a design-minded individual.
Regardless of original intent and result, our lengthy report proved plenty:
People are curious about what MW.S thinks
The spirit of collaboration with the right partners continues to improve the quality of work
Nobody has time to read a 33 page paper
The encouragement we received in return for publishing this paper egged us on to continue thinking if there was a better way to improve upon the learnings we walked away with. Additionally, as we’ve reflected on the collaborative nature of MW.S’ origin, and have come to terms with our perpetual pursuit of improving the way we communicate our holistic approach to creative work, it has led us to the formation of something new and exciting for the MW.S ecosystem.
Today we are launching Findings by MW.S: A design studio’s perspective on the influences and trends that shape our culture.
Findings will take the form of a newsletter, containing essays, opinions, trend forecasting, and cultural insights from our team on topics that we find interesting and relevant to people who are fond of the studio’s output. Additionally, we’ll be in conversation with friends and partners of the studio which will breed interviews, Q&A’s, recommendations, podcasts, and other experimental forms of dialogue that offer a unique perspective on our guests’ area of expertise. Behind the scenes of projects, company culture, and other milestones on behalf of MW.S will also be shared in a semi-regular update through Findings.
You’ll hear from us at least once per month, but in the meantime, share this project with those who might be interested.
Until next time…
Thanks for reading
Findings is a project by Mouthwash Studio, a design studio centered on new ideas and defining experiences. Learn more about what we’re doing with Findings here. In the archive, you’ll find all our work to date surrounding this project.
This publication is 100% free and is supported by your time and appreciation. If you liked reading this, please share it with somebody who you think might also enjoy it.
Is there something we should cover? Respond to this email or send us a message at findings@mouthwash.co to get in touch.
This project has been an inspiration to me since it’s inception. Excited to see what is to come!
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