In most modern branding, a designer or agency has been hired to make things look beautiful and intentional. Letters should be perfectly kerned, and colors should be thoughtfully calibrated. Not to mention that logos should be highly refined and work in both digital and physical media. But now, perfectly polished design is expected, whether it’s tinned fish and deodorant or car logos and buckets of paint. Good design is now table stakes. 

Perfection, while strived for by most, can also be boring. And now, especially, the lack of evidence that a human being was ever there at all is of concern. Increasingly, brands are turning to an unlikely creative partner. 

Children.