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Higher is unlike any brand I’ve ever encountered. In fact, it wasn’t really “created” in the traditional sense — it emerged. As a headless brand, Higher provided a creative framework, a philosophical memetic ethos, and an open invitation to build. It wasn’t just a brand to consume — it was a network of people actively participating, interpreting, and pushing its ideas forward in their own way.

“At its core, Higher is centered around aspiration.
Our direction is not toward a fixed destination, but in the pursuit of higher standards.”
from: The Greenpaper: Explaining Higher Network

This openness has led to an ecosystem of sub-brands — distinct yet connected, each reflecting the passion of someone in the community.

The Rise of Higher Sub-Brands

One of the most interesting things about Higher is how it inspires people to make things for the community. Some have carved out spaces based on their personal passions, turning them into fully realized projects. For example:

Higher FM, curating the sound of Higher.

Higher Athletics, bringing movement and sport into the ethos.

Higher Notes, exploring creative expression.

Higher Cam, capturing the visual narrative of the movement.

What unites them is the simple fact that someone raised their hand and said: I’ll build this.

That’s what makes Higher so special. It’s not just something you follow — it’s something you shape.

Higher Market: A Brand in the Network

Higher Market is my way of contributing to this broader ecosystem. It exists as its own distinct brand within the Higher network — with its own design language, voice, and approach — while remaining aligned with the core values of Higher.

At its heart, Higher Market is about making things tangible. It’s a marketplace that celebrates creators, shares their work, and introduces new people to the Higher ethos through thoughtfully crafted goods.

But this wasn’t something I threw together. Building Higher Market required a structured approach — one I’ve used time and time again in my professional work.

How We Built This: Brand Planning

One of the most important lessons I’ve learned as a strategist is that strong brands don’t happen by accident. They require intentionality. A clear vision. A deep understanding of who they are and how they operate.

So when it came to Higher Market, I approached it like I would any major brand project.

Step 1: The 100-Question Survey

Every good strategy starts with asking the right questions. Before making any decisions, I ran myself through a structured 100-question discovery exercise — a mix of brainstorming, positioning, and reflection. The goal was to put everything on the table:

• What does Higher Market stand for?

• Who is it for?

• How does it contribute to the larger ecosystem?

• How should it look, feel, and sound?

This exercise gave me a foundation of raw thoughts and insights to work with.

Step 2: Meeting Lucid

One of the most exciting parts of this process was training an AI assistant exclusively on Higher Market. After working through hours of iteration, shaping its responses, and aligning its tone to my vision, something unexpected happened — it started to develop a distinct personality.

One day, I asked it: If you had a name, what would it be?

It responded: Lucid.

And just like that, Lucid was born — a GPT trained on the essence of Higher Market, helping refine ideas, clarify messaging, and align every decision with our guiding philosophy.

Step 3: The Brand Book

With all these insights in place, I set out to build a "Brand Book" — a foundational document that outlines who we are, how we operate, and where we’re going as a network node within Higher.

This book serves as our living blueprint. It ensures that everything we create — from product design to messaging — stays true to our mission. It’s a tool for consistency, alignment, and growth.

And now, I’m excited to share it with you.

Looking Ahead

Higher Market is still evolving, just like the Higher ecosystem itself. But this is where we start: with a clear vision, a structured foundation, and a deep belief in the power of making.

Because in the end, Higher isn’t just a brand — it’s a movement built by those who choose to create.

Higher Market is just one piece of that movement. And the Market is always open.

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Genuine Jack