A brand manifesto is more than just a statement—it defines and guides the identity of a brand. Acting like a moral compass, it outlines a vision for a better world, unites people behind a shared purpose, and creates a sense of common beliefs. That’s why some of the most powerful brands have manifestos.
When I joined Nomads in 2015, the agency had a set of values: curiosity, inventiveness, bravery, agility. These were meaningful words, but they lacked clarity in terms of everyday application. So I decided to do what we often do for our clients: write a manifesto, but this time for the agency. The goal was to give deeper meaning to the Nomads brand and solidify its identity.
I drew inspiration from the agency’s values and what the word Nomads itself represents. I infused my own aspirations, passions, and dreams into it, giving it a collective voice that all of us could own ("We are Nomads"). The manifesto became an active, creative call to action, rooted in a desire for positive change. Importantly, it wasn’t tied to any particular industry—it was written as a mindset, one that anyone, anywhere could connect with if they shared the Nomadic spirit.
And then, to make it tangible, I bought a bucket of paint and wrote it on our office wall.
That's me, a bucket of paint and an office wall.
Watch a time-lapse video of Swiss graffiti artist Justin McMahon painting the manifesto in the new Nomads DXB office.