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Last night we attended the first of a series of events dedicated to dirty words, hosted by Protein Studios in Shoreditch. Not the kind of dirty words that you’re thinking of (cheeky), but rather the common design terms that are bandied endlessly, so much that they’ve become meaningless. And that makes them proper dirty words.

The first word up for discussion was exclusivity. Yesterday’s talk revolved around the question of how to mark out a product or brand as special in a world totally saturated by claims of exclusive products/brands/services. Following an intro to the topic, Sara Arnold – founder of Higher Studio, Thidarat Kaha – founder of Basement Six, and ebay_pieces, discussed their approach to building brands that are truly exclusive. Their conclusion – in order to create an experience that actually feels special, brands must make sure they tell a unique story. We couldn’t agree more!