Disposed to explore the new and unknown; to forgo maps and just go.

“I love going out of my way, beyond what I know, and finding my way back a few extra miles, by another trail, with a compass that argues with the map...moments when I say to myself, I have never seen this place before.” — Rebecca Solnit, Author

Leading with a sense of great wonder; a feeling that transcends expectations.

“Those 'aha' moments in life—the unlocking of a tricky concept, when all the pieces of a complex problem finally start to become clear and click into place. Amazement goes beyond the intellectual scope into seeing and experiencing the moments that surround us every day—when people and the universe surprise and delight us, rewarding our optimism and hope in what’s possible.” — Joanna Schull, Strategist at Emotive Brand

Showing realization, perception, or knowledge; choosing to notice what others don’t.

“To truly be aware requires being fully present. This presence shifts us from a place of simply noticing to one of non-judgmental acknowledgment, mindfulness, and appreciation.” — Caren Williams, Strategist at Emotive Brand

To behave with a powerful and confident spirit; to unashamedly let yourself—all of yourself—shine.

“I define boldness as confidence and simplicity. Being bold is not necessarily about being loud, but rather about creating more with less. Bold design makes a powerful statement by utilizing strong visual and conceptual elements that break the mold, are unconventional, or push boundaries.” — Beth Abrahamson, Designer at Emotive Brand

Being captured by anything that strikes your eye and keeps it; so engaged, you blissfully forget about time.

“But in a still life, there is no end to our looking, which has become allied with the gaze of the painter; we look in and in, to the world of things, in their ambiance of cool or warm light, in and in, as long as we can stand to look, as long as we take pleasure in looking.” — Mark Doty, Poet

Extremely pleasing or delightful; to have all of your defenses and skepticism broken down by something effortlessly magnetic.

“When someone makes me feel charmed, they have gone out of their way to pay me special attention. The interaction is unexpected given the context of what it is, when it occurs, and how it is delivered. Above all, it is personal.” — Bella Banbury, Co-Founder of Emotive Brand

Bright, clean, pure, and comprehended with ease; the simple and immediate delight of just getting it.

“Clear is the absence of doubt. It is the ability to make an informed decision because you understand what something means. There is a confidence that comes from seeing the totality of a situation. To be clear is to be free from question.” — Imri Larsen, Strategist at Emotive Brand

Full of conviction, assurance, and self-reliance; the kind of person who can perform karaoke without trepidation (or an extra drink).

“They say too much of it can be dangerous. Confidence. It ignores any negativity and all possibility of failure. It can manifest through hubris but is rooted in absolute security and trust. A mental hack. Your own source code. Affirmation that everything is under control.” — Daniel Olivieri, Digital Project Manager at Emotive Brand

Linked by a sense of belonging, trust, and shared aim; to be one in a flock of birds, moving south for winter.

“As starlings gather in the evenings to roost, often they will participate in what’s called a murmuration—a huge flock that shape-shifts in the sky as if it were one swirling mass. They move as an intelligent cloud, moving and twisting in beautiful formations in the sky.” — Jaymi Heimbuch, Editor

Willing to take a risk for what’s right; bravely slaying the dragon to save your counterparts.

“There’s always an inner voice asking, ’Is this the right thing or just the easy thing?’ Life, to me, is about taking creative leaps and elevating the idea of what’s possible. There will always be a path of least resistance. It takes courage to embrace the slow burn of creating the best possible outcome.” — Robert Saywitz, Design Director at Emotive Brand

Energized by your own imagination, compelled to form something new; the ability to transform a blank canvas into a work of art.

“Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.” — George Lois, Art Director and Designer

Marked by a desire to see, investigate, and learn; driven to hold an object in your hands, just to get a better sense of its dimensions.

“To be curious is to engage the world with intense interest. To ask questions, to understand, to grow. It’s the rush I feel when I want to know what happens next, or how the story ends. It’s leaving the ego aside to become more expansive and open. Wonder. Fluidity. Nothing fixed or rigid.” — Nicole Foley, Strategist at Emotive Brand

Devoted to a cause, ideal, or purpose; the ability to believe in something bigger than yourself.

“There is no passion to be found playing small—in settling for a life that is less than the one you are capable of living.” — Nelson Mandela, Former President of South Africa

Disarmingly pleasing; the simple joy of getting exactly what you wanted, exactly when you wanted it.

“I have eaten
the plums
that were in
the icebox

and which
you were probably
saving
for breakfast

Forgive me
they were delicious
so sweet
and so cold” — William Carlos Williams, Poet

Acting with a firm and unwavering resolve; channeling the ferocity of being told you can’t do something—and then proving them wrong.

“What we have to remember is that we can still do anything. We can change our minds. We can start over. The notion that it’s too late to do anything is comical. It’s hilarious.” — Marina Keegan, Author

Enabled, authorized, supported, made more powerful; giving someone the strength and confidence they need to take control and own what they do best.

“To feel empowered means to feel boundless, unstoppable, and aware of your fullest potential. It’s an overwhelming sense of inspiration, power, control. The possibilities seem endless, your aspirations feel attainable, and the obstacles become exciting.” — Dominique Smith, Project Manager at Emotive Brand

To provide the means of opportunity, to make possible; bringing everything together with the poise of a conductor.

“Enabled is to give possibility. It’s the feeling that sits somewhere between support, encouragement, and trust. It’s the power to move forward easily and freely. When enabled, there’s clarity. There’s nothing left to think or consider. The world is ready for me, set up for me to create, move, succeed.” — Ali Fisher, Designer at Emotive Brand

Reaching new knowledge and insight that changes one’s perspective; that feeling of a light bulb switching on in your mind.

“To be enlightened is to be in full awareness of the current moment, without carrying any other thoughts that are distracting. This feeling can be found when solving an interesting puzzle, being surprised with something that tickles your brain, or when fully immersed in expression.” — Jonathan Haggard, Senior Designer at Emotive Brand

Interested, involved, and connected with your surroundings; to absorb yourself so much in a book that its world becomes yours.

“To seek joy in the saddest place. To pursue beauty to its lair. To never simplify what is complicated or complicate what is simple. To respect strength, never power. Above all, to watch. To try and understand. To never look away. And never, never to forget.” — Arundhati Roy, Author

To inflame with enthusiasm; the red-hot fact that excitement is the most contagious feeling.

“To me, fired-up is an attitude I live by. One I want to feel. One I want to evoke in others. And one that I believe is the most infectious way to ignite action, change, and transformation. Easy to evoke, harder to sustain. A long game and requires constant care and attention.” — Tracy Lloyd, Co-Founder of Emotive Brand

Marked by vigorous and healthy growth; the splendor and abundance of walking through a bustling farmers’ market.

“Practice any art, music, singing, dancing, acting, drawing, painting, sculpting, poetry, fiction, essays, reportage, no matter how well or badly, not to get money and fame, but to experience becoming, to find out what’s inside you, to make your soul grow.” — Kurt Vonnegut, Writer

Not restrained by anything beyond your own nature, being, or choices; the feeling that you can write your own future.

“The closest thing to feeling free is the feeling of being weightless. Freedom is a blank canvas—both exciting and terrifying. It’s the feeling that you can go anywhere, do anything, and be anyone. When you’re truly free, there are no obstacles, no barriers, and no filters—nothing holding you back. It can also be intimidating or overwhelming, because everything has consequences, but when freedom is truly embraced, anything is possible.” — Chris Cowans, Designer at Emotive Brand

The feeling that one’s abilities and talents are being fully used; a firm belief that you are exactly where you need to be.

“When you feel supported, it's easier to grow. And when there’s more opportunity for growth, that's when fulfillment happens.” — Kelly Peterson, Project Manager at Emotive Brand

To stimulate or excite around a cause; a lightning bolt of energy so electric that everyone jumps on board.

“In the world we live in today, there’s no room to sit around and let things unfold. So many important things are happening every day. Whether you agree or disagree, there’s an urgency to share your voice and make a difference. When people unite around what they believe, the energy is palpable.” — Kyla Grant, Director of Operations at Emotive Brand

Noble and self-sacrificing; from small gestures of love to sweeping acts of virtue, anything that puts someone else first.

“The really important kind of freedom involves attention and awareness and discipline, and being able to truly care about other people and to sacrifice for them over and over in myriad petty, unsexy ways every day.” — David Foster Wallace, Writer

Marked by compassion and sympathy; treating all beings as humans worthy of your empathy.

“Nothing is more important than empathy for another human being’s suffering. Not a career. Not wealth. Not intelligence. Certainly not status. We have to feel for one another if we’re going to survive with dignity.” — Audrey Hepburn, Actress

Imaginative, extraordinary, creative impulses played out; witnessing whatever sparks your desire to run home and create.

“Language excites me. Irrational thought excites me. I spend most of my time listening instead of writing. A shard of language might come: a phrase, a word, an anagram, and I’d just keep it in my pocket, like a little seed, warming in my fist.” — Ocean Vuong, Poet

The state of being affected, involved, intrigued; the delicate balance of attention and wonder.

“The most interesting things make us forget about ourselves. Everything dissolves and there is only the task at hand. To be interested is to be absorbed by the big, fascinating, terrifying world swirling around us.” — Chris Ames, Creative Strategist at Emotive Brand

Freed from constraints, expectations, or tradition; capturing the bliss of moving out of your parent’s house.

“To feel liberated relates directly to feelings of freedom. You can go anywhere, do or be anything without fear of any social conventions. People who are liberated push boundaries, set new conventions, and challenge the world around us as we know it. Liberation comes with a strong sense of energy, desire, and momentum.” — Thomas Hutchings, Creative Director at Emotive Brand

Without physical or metaphorical bounds; both the bliss and fear of knowing that anything is possible.

“It is allowed to invent new verbs? I want to create one for you: I sky you, so that my wings may stretch out enormously, to love you without boundaries.” — Frida Kahlo, Artist

Current, up-to-date, contemporary, of the age; the electric fact that there’s no time like now, so what are you waiting for?

“Better defined by what it is not than what it is, modern isn’t bound by expectations. It’s not rigid. It’s not static. It’s not familiar. It’s not popular. Once you become modern, you either keep moving forward or you immediately lose the status.” — Paige Valle, Strategist at Emotive Brand

To propel, drive, and work toward a goal; the emotional equivalent of a strong cup of coffee.

“I have an internal drive to push myself to the highest potential in a way that also benefits everyone. There’s a huge difference between relaying information and energizing someone for the task ahead. Your emotional tone trickles down. To me, instilling a sense of motivation in others is just as important as finding motivation yourself.” — Shannon Caulfield, Project Manager at Emotive Brand

A dreamy fondness or longing for what used to be; a desire to carry the familiar parts of the past into the unknown future.

“As important as it is to keep moving forward, I believe there is much to be gained by reflecting on the past. Nostalgia can be a tool for self-reflection—giving us the insight to learn from our past experiences and grow from them as we continue to work toward achieving our goals.” — Monica Colver, Studio Manager at Emotive Brand

Preoccupied with or haunted by some idea; the feeling that time not spent in pursuit of this idea is time wasted.

“Color is my daylong obsession, joy, and torment.” — Claude Monet, Painter

Overflowing with enthusiasm and feeling; the full feeling in your heart you can’t help but sharing.

“I began to realize how important it was to be an enthusiast in life. He taught me that if you are interested in something, no matter what it is, go at it at full speed ahead. Embrace it with both arms, hug it, love it, and above all become passionate about it. Lukewarm is no good. Hot is no good either. White hot and passionate is the only thing to be.” — Roald Dahl, Author

Defined by brightness, affirmation, and optimism; someone who always orders their eggs sunny-side up.

“always it’s Spring and everyone’s
in love and flowers pick themselves.” — E.E. Cummings, Poet

Great strength in body, mind, or spirit; the feeling that you could carry anything—baggage, workloads, others—with total faith you won’t drop them.

“Power is not about asserting your dominance over someone else. It’s about having the inner strength to try something new, to do something risky, or to help another person without fear of failure. You have to ask, ’What’s the worst that could happen?’ and not set too many limitations for yourself.” — Keyoni Scott, Designer at Emotive Brand

Pleased and brimming with self-esteem; a parent-like love for the ideas and creations you usher into the world.

“The idea is not to live forever, but to create something that will.” — Andy Warhol, Artist

Instilling every interaction with a sense of intention; someone who always has one foot in front of the other.

“As an artist, your trajectory just has to keep going up. The thing that subverts your next body of work is the work you’ve taken before.” — Sally Mann, Photographer

Held in high regard, the state of feeling esteemed; when someone treats your time, interests, and strength like the most precious raw materials.

“We all require and want respect, man or woman, black or white. It’s our basic human right.” — Aretha Franklin, Musician

Easy in mind, free from risk, safe and sound; the bottled-up feeling of home.

“I long, as does every human being, to be at home wherever I find myself.” — Maya Angelou, Poet

Having great physical, moral, intellectual power; leading with the most spirited, fierce, tough version of yourself.

“A book must be the axe for the frozen sea inside us.” — Franz Kafka, Author

To promote, assist, uphold, and maintain; given the emotional space to fail and succeed, in equal measure.

“No person should have to be alone. There must be those among whom we can sit down and weep, and still be counted as warriors.” — Adrienne Rich, Essayist

A strong belief in the character, ability, or dependability of something; giving people the same faith you give airplanes.

“Trust is the cornerstone of society. Without it, things would simply fall apart. Trust is the ultimate foundation to build relationships on.” — Jonathan Fisher, Director of Production at Emotive Brand

Seen, recognized, listened to, and empathized with; when someone just gets you, or takes all the time and questions they need to.

“Being understood—fully heard, accepted, and embraced—is such a basic human need. It’s how we combat the inherent loneliness and existential crisis of being mortal. Communication is our best tool both in life and at work when it comes to fostering understanding.” — Giovanna Blackston Keren, Director of Strategy at Emotive Brand

Distinctive, without a like or equal; showing up in a red dress to a party where everyone else is wearing black.

“In order to be irreplaceable, one must always be different.” — Coco Chanel, Fashion Designer

Pulsating with life, vigor, color, or activity; a vivacious and wholehearted embrace of life, in all its messy glory.

“I think every person, every cafe, every room of someone’s home puts out a certain palpable energy. That’s what makes new places and new people so renewing. It’s also what makes the ever-shifting lull of the familiar exciting to me. I find the world so dynamic, so full of spark, even in the small messy moments. I am just trying to add what texture I can to it.” — Saja Chodosh, Strategist at Emotive Brand

Marked by foresight and imagination; the people you might call the “prophets of our time.”

“There is no innovation and creativity without failure. Period.” — Brené Brown, Researcher

Greeted with hospitality, courtesy, and warmth; when you know there’s no risk to being yourself.

“Heaven is a place where everyone gets your jokes.” — Aaron Edwards, Writer

A fervent passion for a person, cause, or idea; devotion and drive that transcends rules and regulations.

“Well-behaved women seldom make history.” — Laurel Thatcher Ulrich, Historian