Apple’s Magic Mouse has a detail that divides opinions: it charges upside down. For many, it’s a usability mistake —you can’t use the mouse while it charges. But Apple made a conscious choice: they prioritized the aesthetics of a clean, uninterrupted design.

And here’s the twist: just two minutes of charging gives you up to nine hours of use. In practice, the “inconvenience” is less significant than it seems. The design choice tells us that for Apple, visual harmony and brand philosophy can outweigh short-term functionality.

With more than ten years of experience in branding and creative direction, I can’t help but see in this detail a clear case of how design decisions communicate values. Apple’s message is consistent: beauty, simplicity, and coherence even if it means bending expectations of usability.

What I learned from the Magic Mouse:

• Design tells a story: Every choice signals brand priorities.

• Vision over compromise: Apple chose aesthetics over convenience, reinforcing its identity.

• Details matter: A small controversy can become part of a product’s narrative.

Article #04 – Gymshark Run Club: Branding in Motion

On a Tuesday evening in London, I joined the Gymshark Run Club at their Regent Street flagship. At first glance, it’s just a 5 km run. But what I experienced was a finely tuned brand event.

It starts with small details: registering through Eventbrite, receiving a silicone wristband that makes you feel part of a community, and preparing in the “Sweat Room” inside the store. Everything is orchestrated —the route, the staff, the energy.

Even the path itself is symbolic. Runners exit through a side door where Gymshark displays the very first silk-screen frame they used to print their products, a nod to their humble origins. The chosen route runs past Regent Street and Buckingham Palace, where tourists clap, cheer, and take pictures. Suddenly, you’re not just running —you’re part of a moving spectacle that doubles as live marketing.

At the finish line, a partnership with Joe & The Juice awaits: fresh juices for all runners, turning the end into a shared celebration.

After a decade creating experiences for brands, I found it fascinating to see how a simple 5 km run can embody a strategy of community, storytelling, and visibility. Gymshark doesn’t just sell apparel; they create rituals that reinforce identity.

What I learned from this experience:

• Community beyond product: Gymshark invites people to live the brand.

• Experiential branding: Turning a run into a show creates memories.

• Strategic collaborations: Joe & The Juice adds complementary value.

• The route as marketing: Running past Buckingham Palace creates free exposure.

• Details build narrative: From wristbands to symbolism, everything is coherent.