@davidkylechoe
Instagram · Talking Head Edit
@davidkylechoe Craighill is proof that great design alone doesn’t build a beloved brand. They cracked the code on product storytelling by studying creators and taking content as seriously as the objects themselves, while everyone else runs a lame ass brand account. That decision changed everything for them. Comment brand for access to my newsletter where I talk about brand strategy and insights into the world’s most influential brands.
Performance
Video #37040 · Talking Head Edit
[01]
The creator analyzes the design company Craighill, questioning if it could be the next Herman Miller. He breaks down the two core founder principles that led to its viral success: first, their philosophy of creating timeless, 'intergenerational objects' with emotional and physical durability, and second, their strategy of 'following the fear' by embracing video content to build an online community when they realized their growth would otherwise hit a ceiling.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
The most VIRAL design company
Verbal hook · 40%
Is this viral design brand the next Herman Miller?
Visual hook · 15%
An aesthetically pleasing, top-down shot of a metallic puzzle on a textured cork tray, with dramatic, high-contrast lighting that emphasizes the product's design quality.
[06]
Steal this for your own video
Is the next ?
[07]
The promise the opener makes, and how the video pays it back
Hook
Frames an emerging subject against an established icon, creating an immediate high-stakes question about their potential and significance.
Payoff
Delivers a direct, memorable quote from the subject that encapsulates the most powerful principle, serving as both a summary and an inspiring, actionable takeaway for the audience.
[08]
The structural pattern this video runs on
Framework
The Founder's Playbook
Deconstructing a subject's success by revealing their core operating principles, positioning the analysis as a secret formula or playbook that explains their rise to prominence.
The Aspirational Frame
Introduces the subject by comparing them to a well-known, successful entity, immediately establishing relevance and stakes for the viewer.
The Credibility Stamp
Provides concise, data-backed evidence of the subject's success (e.g., founding date, revenue, size) to justify the subsequent analysis.
The Central Mystery
Poses the core 'how did they achieve this?' question that the rest of the video is structured to answer, creating narrative tension.
The Secret Formula Reveal
Announces that the subject's success is not accidental but the result of a specific set of 'principles' or 'rules', framing the upcoming information as a valuable playbook.
Principle #1: The Foundational Pillar
Explains the first core principle, typically related to the intrinsic quality, philosophy, or 'what' of their work. This builds the foundation of their value.
Principle #2: The Growth Engine
Explains the second core principle, focusing on the strategic or unconventional action that drove growth and virality—the 'how' they scaled their success.
Craighill is proof that great design alone doesn’t build a beloved brand. They cracked the code on product storytelling by studying creators and taking content as seriously as the objects themselves, while everyone else runs a lame ass brand account. That decision changed everything for them. Comment brand for access to my newsletter where I talk about brand strategy and insights into the world’s most influential brands.
title · beginning
The most VIRAL design company
branding · beginning
Craighill
informational · beginning
2015
contextual · beginning
Hunter CraigHill
contextual · beginning
Zach Fried
informational · middle
Principle #1
informational · middle
INTERGENERATIONAL objects
informational · middle
Principle #2
informational · middle
FOLLOW THE FEAR & take it seriously
contextual · end
Featuring...
contextual · end
Hunter CraigHill
contextual · end
Zach Fried Head of Brand
Is this viral design brand the next Herman Miller? Today, we're talking about Craig Hill. Craig Hill was founded in 2015 by Better Craig Hill and Zach Fried and has since grown into a multimillion dollar design company with hundreds of products. How has Craig Hill taken over the Internet and built such a cult following is because of Hunter and Zack's founder principles. The first is intergenerational objects. Craig Hill designs from a place of longevity and heritage over gimmicks and a quick buck. He's well aware of our culture of overconsumption and strives to design products that'll stand the test of time. He asks himself, will this have relevance in someone's life in twenty or fifty years? And is it something that they'll have a reason to reach for? There's an aesthetic and emotional requirement for his products as well as a physical durability. The second is follow the fear and take it seriously. When they were a few years into the business, they saw that their growth trajectory would eventually hit a ceiling. And in order to grow, they needed to make videos to build an online community. He says it best. When you encounter the thing you should do, it's scary. If I feel this afraid of it, tier