California has always held a certain mystique for me – a land of suntans and surfing where everything was bigger, bolder and more beautiful. Doing nothing to shift that stereotype is the new website from National Forest, a west coast-based design firm and creative consultancy who have done some mightily impressive work for a roster of top clients. Heck, even the homepage makes me feel drab and grey and British..
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.