NEW YEAR NEW ME

0:00New year, new me, huh? New Year to me. I'm totally different. Dude, I was going to say you look different to me. Just kidding. You look exactly the same, Kevin. Because New Year, New You is bullshit. It's a marketing propaganda from Big Fitness. You just ripped that line directly from an ad we just watched. Is that true? Yeah. I didn't hear that. It was from the Stavros ad, from the ladder trainer. Yeah, but did he say that? I mean, he basically said that. He said big ass propaganda. Oh, big ass propaganda. Yeah, no, I'm saying it's from, it's actually from the fitness companies themselves. It's not from big ass propaganda, but it's brought to you by Yoga Pants.

0:42Oh, you like fitness? Fitness activity in your schedule. Damn, you really crushed that one. I'm sure. Well, I take it from the top. Take it from the top, Kevin. You got it. You got it. I was perfect. Do it again. You got it. Dude, you know, we got to be more supportive of each other. Fitness activity in your schedule.

1:043, 2, 1. Kevin. What up? Happy New Year. Happy New Year. Larry David says the 7th is the last day. Oh, this is our first episode, so you know. That's right. Yeah. We're way too late. We have seven episodes. So we're right on time. We can save for seven episodes. Ooh, seven episodes. Yeah, that would be great. It'd be a great bit. Oh, yeah. People love it when you say New Year in February, March. It is the top of the year. Yeah, maybe we should just try to see how long we could do it, just as a bit. I'm already bored of it. No, I was thinking more on Zooms, like with clients or with other people.

1:41You and I will know. That's a good bit. Yeah, yeah. I'll just keep saying Happy New Year until it gets really awkward and people are like, Alex, I think it's time to stop. How long? I could probably keep it going for a while. I mean, I don't think anyone really say anything. No, you're probably right. Has anyone ever called you out on a Zoom call? About the beginning of a Zoom call. No, no. The beginning of Zoom call is a really important skill. I think they should teach that in college. Yeah, you should teach that. I should teach how to banter. Yeah, banter. Banter 101. That's what this podcast is.

2:10Have you ever been on a Zoom call when there's no banter? No. It's fucking awkward. I work for you. I know. I'm the king of banter. But I think if I wasn't there, sometimes I'm like, oh, maybe I'll just sit back and then no banter and it gets awkward real quick. Yeah. How was your break, Kev? It was pretty good. I played a lot of NFL Street 2. What? Video game? Yeah. I got to show you my creative player. He's pretty good. That's pretty sick. I was just railing it on PS2. It was great. Wow. PS2. How many PSs do they have at this point? I think five. Oh, wow. So you're real behind. This is a retro gaming?

2:41I have a PS2 and a PS3. I got PlayStation 2 when I was in probably like third grade or something. Wow. But yeah, just hitting the retro system. Wow. The soundtrack is insane. You should look it up. Wow. Early 2000s. Look up the Spotify playlist. It's like Ying Yang Twins, Sum 41, Mace. Leangelo Ball. No, not yet. Not yet. I mean, it's kind of a throwback to that. Yeah, no, that's why I said it. It's like Leandro Ball has that early 2K video game kind of song energy. But NFL Street, I'm going to let you finish, but NFL Street is probably one of the greatest video games of all time. Is that the one where you can slam people into the walls?

3:14It's like blitzy kind of thing. Yeah, you can run up on the walls. You do the style tricks. Yeah, that shit was dope. I made myself a running back. Are you playing with cousins? Are you playing with young children or just by yourself? No, I just by myself. Yeah, that rules. I'm like 11 to midnight, just get a couple games in, go to bed. After the lady has sort of fallen asleep? When I was at my mom's house, it was just like me. So you go to your mom's house, you turn into a fucking 16-year-old Kevin playing video games. It's fun to revert. No, that's kind of sick. I wish I never do that. I've always wanted to be a grown man that just goes into his room and plays video games for a little bit and is just like, leave me alone.

3:54I'm playing in the family room, dude. I'm not even in my room. I'm just playing out in the open. My mom likes it because it's nostalgic for her. She's like, Kevin's playing video games again. That's pretty sick. I think I would have to play an old school game because I feel like I wouldn't be able to handle a new Madden or something. I kicked the shit out of my nephew in Madden 25 though when I was up in Buffalo. Just absolutely railed him. He had a meltdown. It was great. I would kill to play Madden just one day. I'm just like, you know what? Fuck it. I'm not doing anything. I'm just going to play Madden.

4:23It's fun. It's fun. Are there places where you can go and play video games? Arcades? I'm sure there are. I'm sure there's a place where I could go and I could just be like, hey, look, I'm just going to come here and play video games. I'll tell anybody. You know, I'll pay whatever price. Yeah. But I made him quit right before. Oh, yeah. Jimar Chase hit the gritty. Yeah. Yeah. I was pretty sad. He was freaking out. I was like, let me hit the gritty. Come on. Awesome. Well, Kevin, my break was pretty solid. You didn't ask, but I went nowhere. I did ask. Oh, yeah. I went nowhere and did nothing. So that was pretty.

4:55Didn't you go to Philly? Yeah. You went to North Carolina and you went to Philly? Yeah, yeah. So that's not even true. But those aren't really vacations. Those are just like traveling. Okay. Yeah, that's fair. But you did go somewhere and you did do stuff. Fine, fine. Because you did. I did read in the doc that you got the Angelo's cheesesteak. Yeah, the best fire. Very good. The best cheesesteak I've ever had. I saw that Bradley Cooper is like selling them in New York City out of a food truck. Yeah. It looked like the same cheesesteak. I think they're collaborating. Yeah. Okay. It's a collaboration with controls.

5:25Okay. That makes sense. Shout out to him. Yeah. No. I mean, absolutely incredible. Cheese steaks probably have one a year, if that. That's an appropriate amount. I think it's maybe one of the worst things you can have for your diet. Maybe. Maybe. But who knows? I mean, beef and cheese, that's not that bad. Yeah. You're probably right. Moderation. I don't know shit about nutrition. I think I've learned that. But no, as far as cheese steaks goes, definitely better than any of the famous ones that I've ever had. you know those those great great bread yeah fire and then that uh cooper sharp yeah yeah cooper sharp cooper sharp where they've been hiding that one pennsylvania yeah big big pennsylvania cheese i wasn't familiar with uh cooper sharp's game but now i am i'm on i'm on to that i've been i've been pretty i was over there at cooper sharp yeah no yeah uh kevin any resolutions for 2024 yeah i gotta sleep i gotta sleep better as a podcast we have to talk about our resolutions gotta sleep better sleep better yeah no huge that's number one that's uh what lebron said and if i learned anything from that documentary about lebron it's that he's the greatest basketball player of all time and that sleep is the only thing he doesn't compromise yeah gotta gotta figure out the sleep sleep is key i've been getting in bed by like 9 30 yeah dude it fucking rocks i've just been waking up past three days yeah oh i mean i guess the past couple days i was skiing but i was i just been waking up at like 5 45 and like that was good when i'm skiing yeah get up early early bird um but now it's just like god damn it like i want to go back to deep sleep.

6:50Yeah, no, if you wake up early and if you go to sleep early, then you wake up early and then you get more shit done in the day and then you're tired by like nine, 10 o 'clock and then you're like, I'll go to sleep. The problem is these football games that go pretty late. So I gave up on the one last night. I was like, I'm not asleep. I don't really have any resolutions. I am, you know, I had a lot of fitness and health goals last year. I think this year I'm still trying to drink less like yeah i'm not i'm not a huge drinker but i'm trying to like you know keep that down to four or five drinks a month and really water a water gotta gotta every day i'm joking um i'm running the fucking new york city marathon so i have to that's pretty big when you start training uh i think they say 18 weeks before so it's really not you're gonna do a little pre training training that's kind of what i'm doing right now i'm just trying to stay healthy like body wise i'm trying not to get hurt uh i had a pretty bad injury in the back half of the year so So I'm trying to just stay healthy.

7:47I'm telling you, you should have Pilates and yoga. I know. That's great for longevity and mobility. Yeah, that's what I got to do. It'll strengthen you from the core out. Yeah, I need some of that. I think I'm also just sitting way too much, which it's hard. Well, we got a standing desk. It's open and available. That's fair. Join the standing revolution, dude. I think you're right. Sitting is the new smoking. Yeah, I've been saying that. I know. But yeah, Kevin, this whole running a design studio thing involves a lot of sitting. It's cold outside, so I'm not really going on my walks quite as much as I was doing in the summertime.

8:24You've got to be a dog about it. Just go do it. I know. I think I need a heavier jacket. No one wants to hear this. Yeah, you definitely do need a heavier jacket. We've been noticing that you complain about the cold, but you kind of wear not so good jackets. I prioritize fashion. Yeah, Kevin. So anything else? kevy shreddy's back yeah i gotta ski gonna ski more yeah do more i don't know yeah yeah i'm gonna live forever that's on my new year's resolution yeah yeah shout out brian johnson yeah uh that was one of the docs i watched over over the break did you watch it yet or no i haven't watched it i'm not like super interested to see i mean i've been i call bullshit i've been in i've been an early adopter i'm that's what i'm saying i've been following brian johnson for probably two years now after the doc which i enjoyed and you can talk about for a sec i was like i'm gonna follow this guy on Instagram because I want to see what he's about.

9:10It turns out he's about selling nutrition supplements, which I do not like. But it said Kevin Batori follows and like, you know, 10 other people. I was an early adopter on him. He was doing some interesting stuff. I don't even know where I heard about him. But it's been about two years now. And I kind of hit a peak with him where I was like, I'm kind of sick of seeing this guy. I think it was probably when he started getting like plastic surgery. And I was like, eh, you know. His face does look weird, but I guess that's part of his whole thing, right? Because he wants to slow down his aging. and he's also trying to look younger, which I think is good for the brand of being younger.

9:42Even if his body looks older, I think it's important that he's trying to like... I don't know. I just don't. I don't fuck with the experiment with the plastic surgery. Do you think he should? It's artificially like... Yeah, I think you're right. I think if he was... I think he should be doing it as much as he can with the supplements and working out and all that shit. Natural. Yeah, because I think you're right. He looks like a 16-year-old boy now. Yeah, I could go get plastic surgery. Same, same, same. Exactly. And I think you're right. That's kind of throwing it off because you're like, oh, he looks young.

10:10But then you're like, oh, it's actually not any of the things he's actually doing. Yeah, he looks weird. He does look weird. But I found it really interesting that he's submitting his body to science. And as a person who has been intrigued by technology and advancements in these ways, I am very much interested in what he's doing. I like that he's just like, people are going to call me out for being a weirdo freak. He is. but he is like, I'm not doing it for just me. I'm doing it for society. And I call a little bit of bullshit on that, but I do think. I mean, he is doing it for him. He's doing it for him, but he's also doing it to show other people because it's hard to find people that are like, hey, let's try these experimental drugs on you.

10:52And so I think the doc is worth watching. I think it paints him as a bit of a crazy person, of course, but it does a good job of, I think he comes out looking young and sort of not that crazy. Despite what he's doing. I fuck with his vision, but lay off the plastic surgery. Yeah. I think the craziest part about the documentary is his son named Talmadge. Talmadge. Yeah. I mean, that's insane. That's just an insane name to be a kid. But yeah, he takes 100 supplements a day. He doesn't go outside, it seems. He's very pale. And he is swapping blood with his son and his father. Go off. Yeah. He's traveling around the world.

11:32Yeah. He made his money from Venmo, I think. So let him cook. Yeah, tech bro's going wild. If that guy dies in 10 months, I will not be surprised. He'll never die. But I think if he doesn't die and he's the first person to crack dying, then absolutely that is the most legendary shit you could possibly do. Yeah, I mean, I think it's easy to maybe extend your life when you've got unlimited resources and tech money. He's got a lot of discipline, my man. I'm not saying he doesn't have a lot of discipline, but if you've got medical supervision and you've got doctors monitoring your shit, yada, yada, yada.

12:09Everything that comes with all of this resource, I think it's pretty easy. But I respect him for his brand. I don't think it's as easy as you think. I think the money helps, right? Because he's got all these doctors. He's got all these protocols. It's easy in some ways. He's definitely isolated. I don't think he's very fulfilled socially. I heard that's one of the things he brings up. He is so lonely. He talks about going on dates. It's like, that man is not a normal human being. He's dedicating his life to something that is... A lot of people that are dedicated to their craft or their sport or anything, he's like, it's hard for someone to date me because I am quite literally on this insane schedule.

12:53I don't eat meals like normal people. I don't go outside because the sun is damaging. And it's like not many people are like, oh, sign me up for that. I think he needs to go out and touch the grass. I think you're right. I think the biggest criticism of him is like, is this a life worth living? If say he figures out a way to live for like 50 years longer than he's supposed to, but he has to take 100 pills and he's just stretching all day, eating like three very sad vegan meals, not going outside with no friends, that sucks. That man cannot eat a bacon, egg, and cheese with salt, pepper, ketchup on a roll.

13:29These are life's great pleasures. A pile of steaming hot buffalo wings. Imagine someone brought that into his house and just super hot, fresh buffalo wings that man would combust. The joy, the pleasure. He'd be on the toilet for weeks. Yeah, the pleasure. And all of his charts would start fucking going up and down and beeping. Like the man is like just, he's ripped to shit. Like, but I don't know. That's a doc. And it's, yeah, it's called Don't Die, The Man Who Wants to Live Forever on Netflix. I, you know, I watch at least one doc a week. And I thought, I thought to me, that was a compelling good use of time.

14:10The Aaron Rodgers one, less so. Yeah, I couldn't really get into it. I love a sports doc. Listen, I like Aaron Rodgers. I've liked him. Really? You know, I liked, I've liked him since I was, you know, a teenager. I liked his quarterback and his ball. Maybe not so much off the field and some of that other stuff. Just the way he plays the game. Yeah, I liked his game. I kind of respect him for being out in the open about doing ayahuasca and some of that fringe shit he's into. He's certainly a guy that goes to the beat of his own dream, right? Yeah, he's pushing the boundaries of human consciousness or whatever he would tell you.

14:46Exactly. I kind of fuck with those pseudo-intellectuals and the fact that he's really, really, really up his own ass. Oh my God. That was my takeaway. I personally went in being like, I think Aaron Rodgers is kind of a dickhead. I was like, maybe this doc is going to show me another side of him and kind of bring me to his point of view. And I left the doc thinking, this dude still sucks. For a dude who talks about ego death so much, he's got such a big fucking ego. I agree. I think he's a pseudo-intellectual. I think he literally snips his own farts. The doc didn't change my mind. I think he still sucks and I don't really still want to do I don't want to do ayahuasca I've never wanted to do it it scares me I just like I I'm not interested I can't take people seriously with drum circles like yeah I don't know it's got to be the right set and right setting uh I'm down to push the boundaries of human consciousness but uh not with him uh the one thing I didn't like about the doc was in that first episode I was like kind of digging that like uh his come-up story and oh yeah it was just not chronological and it just kept like it's like Once something interesting started to happen, they cut away from it.

15:52Yeah. And they kept going back and forth. I was like, oh my God. Can I just see a chronological episode, please? Yeah, they bounce around a lot. They did that in the Jordan one, Last Dance. If it's not done well, it becomes a bit like a hedge, what's the word? Just sort of back and forth where you're just like, your head is spinning. Your head's spinning. And you're like, whiplash is the term I'm looking for. where you're just like, what year are we in? Or like, is Aaron in college? Is Aaron in the pros? Is his 24? Is his 23? And the COVID thing, I still think he basically was just trying to be a prick.

16:27And just like, he was trying to get away with not getting the vax, but not willing to do the things that you couldn't do if you were unvaccinated, which I don't know. I just, listen, not a fan, never really was. And I don't know if I ever will be. Yeah, I hope to see him on the Steelers next year. Credit for him to just like, you know, being he's a brave guy. I think that like he's willing to like do things and say things that like he doesn't kind of go just with whatever. Yeah. Yeah. Which is probably the easier thing to do. Certainly. Yeah. Let's talk. We don't want to talk about football, but yeah.

17:05Big week. I did. I didn't see any of the Nickelodeon playoff game, but did you watch that? I watched like the second half of it. Not on Nickelodeon. But I was just blown away by how cool that slime hat is. Yeah, yeah. That Joe Mixon was rocking. Yeah, yeah. So sick. Slime rules. I mean, Nickelodeon for all... I mean, I'm a Nickelodeon kid. I grew up in the 90s and Nickelodeon was my whole personality for many years. I mean, me too. I'm glad to see them still sticking around. I'm glad they're still around. Yeah, it's good to see them kind of have a millennial resurgence, bringing back some nostalgia.

17:35I like that. Yeah, me too. And the slime rocks. I just want to reiterate, that slime cap that Joe Mixon was rocking at the end of the game when he was putting it away. Shout out Joe Mixon. What a baller. But that slime hat was so fire. That is such a good activation piece of merch. And I looked them up on eBay and they were like$200. Oh, really? You're going to buy one? No. I don't have$200. You ever see that clip where Katy Perry gets slimed and then she just at the award show and then she just falls everywhere? That's an all-time clip. Put it in the podcast right here. Sure. Yeah, I'll put it in the audio podcast.

18:07Yeah. No, for sure. About Nickelodeon slime. No, I'm happy to see them still doing their thing. I don't really know what's on Nickelodeon these days, but now that cable is all pretty much dead. I think SpongeBob's still on there. SpongeBob's still making new shows? I don't know what's going on on TV. Dude, I had to buy the Knicks game the other night. I can't get the games on TV. I can't get it out later. Oh, there's a big cable dispute, right? Yeah, yeah, yeah. I'd pay$10 to watch the Bucks-Knicks game. One game. It's a lot less than a ticket. I agreed but like Jesus Christ that's where we're at I'm buying games for 10 bucks individually what's your dad doing that means playing music fucking you know he's not watching the Knicks yeah it's a good question I should I need to ask him what's going on I'll tell you off air how to watch it for free thanks but I do a little bit of you know Nick stream but should we talk about design I mean we are designed yeah kind of shout out to all the new listeners and new followers because I I think over the break, something happened where people just started noticing us a little bit more.

19:11And so I did see a whole bunch of new listeners and new followers. So welcome to the program. Kevin and I sit here and we talk about what's going on in culture through a design lens or through a branding lens for the most part. We're both sports fans, so we can't help ourselves but talk about sports. That's just who we are. And for the longtime listeners, I think we've been doing this show since the pandemic, right? So we don't really know how long we've been doing this, but it's been, you know, for May 2021. May 2021. Yeah. And it's been like something crazy like that. And the idea was to do a weekly pod where we talk about like what's going on in culture, what's going on in branding, what's going on in design, those kind of things.

19:54And that's really tough. It's like kind of an insane thing to do. Like we're not professional podcasters. We have jobs that are not this. Really important jobs, actually. and so recently and then we started bringing on guests guests other designers yeah we love the guest episodes yeah the guest episodes have been really good we had a lot of good ones last year but I don't know if people even noticed but we cut the show down to three weeks a month which gives us a little bit of leeway so if something's really going on important in the studio or we just don't have the time to prepare and to do a podcast we gave ourselves that leeway but the problem with that is that three weeks is a really fucked up weird schedule.

20:36It's just very confusing for us. We're like, are we doing a podcast this week? We don't know. The people don't know. I think it's important for the listeners, that's you guys, to know when the show is going to come out. And so we have a new plan. This could change at any given moment. Yeah, obviously. Plan's subject to change. Asterisk. Disclaimer. Exactly. Disclaimer, disclaimer, disclaimer. That we're going to do every other Wednesday. And this This allows us to make better content, make better show, make better episodes, book guests, edit those episodes. And yeah, that way people will know that there's a podcast coming out because if there was a podcast on the last Wednesday, then the next Wednesday, no podcast.

21:20And then if there was no podcast, then the next week there'll be one. And obviously, if something's going on that's pretty massive, story of the year type shit, we'll hop on the mic and we'll discuss it. But I think the goal is to talk about things that we're into and that we have strong opinions on or care about. We just don't want to talk about random bullshit. And that's fun. We can do that sometimes, whatever. But I think the goal is to make better content by caring a little bit more about what we're talking about. Yeah, I think that's true. Do we really care about Lauren Taylor going back to a script logo?

21:57Yeah. Bringing script back, Kevin. The kids, they don't even know how to write cursive, but yet, you know, Lord and Taylor. Yeah, I mean, we've already done that bit. I know, exactly. Also, when was the last time you went to a Lord and Taylor? I didn't even know they were still around. Yeah, me too. What the hell is a Lord and Taylor? Who are these people? It's like Macy's. Yeah, exactly. At least you see a Macy's every now and then. Well, shit, I guess we just talked about it, so. Fuck yeah. Yeah, we're going to hopefully find things that are interesting to us and things going on in the culture.

22:27Yeah, yeah. Yeah. So one thing we did miss before we went away for break was that SanDisk, a company known for making tech products, I'm not entirely sure. Flash drives. Flash drives, things that - That's what I know them from. Yeah, things that I don't know if they really exist. Data storage. Yeah. Data storage solutions. That's right, exactly. And so they did a rebrand done by its in-house team and a California-based agency called ELA. and we just want to give them a little shout out because that shit is fire. Yeah, fire logo. Yeah. Way to push the boundaries of graphic design. Yeah, exactly.

23:03And, you know, I like to see a tech company or, you know, a product company like SanDisk just absolutely going for it. Absolutely. Salute to you. Good for them. I think of those like little hard drive things that go into like cameras. Oh, yeah. SD cards? SD cards. SanDisk. Did they invent the SanDisk? Is this SD for SanDisk? I don't know. Poof. Maybe. Probably not. I think we're recording on a SanDisk right now. Yeah. Look at us. Wow. Yeah. We fuck with the brand. Big brands. Sponsor the pod. Yes. Send us a bunch of SD cards. Exactly. Send us a memory card. Send us a flash drive. Oh, you like SDs?

23:44But yeah, the branding came out and it was like one of those like end of the year kind of like last week of this before the holidays and it snuck right in. Yeah, way to get it in. Yeah, exactly. I thought it was one of the best branding projects of the year. I also, Kevin, I did something on my Twitter, which was inspired by my friend Max, who we're going to get on the pod. He's the founder of Ragged Edge, another great studio. Absolutely. And my top 10 branding projects of 2024. Yeah. That made me jealous because everybody knows that jealousy is the number one. Sure. Sort of highest form of flattery, at least for me.

24:20you know and I think I get over the jealousy but like when I see it right away I'm like damn this shit fucking goes I wish it was me but it wasn't me it was by some other incredibly talented person or team or agency and Sandisk definitely was like that they really went for it and I think my favorite part was the motion there was a motion studio named Daisy Chain unfamiliar with them until I saw this but check out their work for Sandisk that shit is absolutely far. Kevin, do you want to know my top 10 projects of 2024? Sure. They weren't numbered. I just kind of went with... Yeah, just go ahead.

24:57Legs by Family Office. The rebrand led by Kami from Parade. Brat. Everyone knows Brat was the... It was Brat Summer. We were all... Frontier Award winner. Who could forget? Port of Russia did a run rebrand. Nike Run. As someone who uses that app every single time I opened up that sort of application, I see the run and actually damn damn uh brooklyn museum by other means a project that for a lot of reasons i'm incredibly jealous mostly uh because we we were up for that gig and didn't get it uh but also because brooklyn museum one of the great museums in new york and certainly the biggest one in brooklyn uh rebranded very very nice job very cool looking identity very cool now gene bottles big fan uh will it by mouthwash uh will it is the partner of molly boz and an incredible furniture designer makes fucking sick chairs and mouthwash doing some of my favorite design in all of design uh out of la uh they did the branding for will it super clean super sick really dope uh magna is like a sports nutrition brand by some days some days also really uh up there consistently doing great work they also did bar code which is another sports nutrition brand oh yeah and so this one uh love love love uh matheson food company by wedge wedge canadian good people met them at the dialine awards uh i'm gonna let you finish last year see his tux his white tux oh at the golden maddie matheson yeah we didn't talk we should talk about the golden gloves for a second and that's all i have okay cool yeah great nikki glazer crush it uh but yeah no um and also the bear didn't win a lot of awards rightfully so i can't get through that third season not great uh wedge always kills it always kills it in like that matheson food company branding fire and then uh the last few kusim by work by works work by works is like uh kieran put me on to them in the studio he loves their shit i think their work is incredible uh play lab always pushing boundaries always doing really interesting work they did the artwork for post malone's album f1 trillion where they hung a real truck over um over a body of water and they did all the branding for just like the whole launch and the whole rollout i thought that was really sick and then the last one um i'm choosing to go last year herman miller by order oh yeah because uh the order crew from down the street fire did an absolutely bang up job on the herman miller project a perfect project for them as a studio.

27:32Like, I can't imagine anyone else doing that project in the way that they did. And I think they crushed it. Just a beautiful job, every detail. And then where they really, really shined above the rest is their 155 image case study. Yeah, crazy. That case study, if you go to order.design slash Herman Miller or whatever, my lord, that is like, it's like a textbook. I mean, obviously they make books. And they probably will and could turn this into a book if they want to. It's kind of like a book online. It's kind of like they put a book on the website. Yeah, dude. They really did do that. Yeah. I love what they do with their case studies.