Applied Ambition
Applied Ambition is a New York City-based design and branding practice.
Designed from the inside, not theory.
Applied Ambition is about doing, not just dreaming. Too often, design systems are built in isolation and disconnected from the realities of the organization. We take a different approach. We begin by developing a brand identity rooted in business strategy. Once that foundation is established, we move ‘inside’ the organization to build a design system in real time. We do not design for designers or awards. We design for impact, creating adaptable systems that solve real problems and empower internal teams to create with confidence, consistency, and purpose.▼
Design. Art. Build.
(1) Design isn’t just aesthetics, it’s about problem-solving, creating clarity, and giving others a framework to operate from.. ● (2) Art is the craft, the pulse, the moments of surprise that make the system feel alive and human. ● (3) Build is the action where ambition becomes operational and the work proves its worth in real-world use.
We specialize in brand and identity projects, bringing them to life through activations, campaigns, digital experiences, motion design, print & packaging, spatial experiences, and visual identity systems.▼
Open to all types of engagements.
Applied Ambition is led by designer Joshua Lepley and works directly with brands and companies as well as studios, agencies, and in-house teams. Support for projects of all shapes and sizes comes from a trusted network of highly creative friends and freelance partners on an as-needed basis. Joshua has extensive experience inside world-class studios including Collins, Gretel, IDEO, Instrument, and JKR, building for brands such as Apple, Google, Netflix, Nike, and YouTube. Having spent years surrounded by some of the world’s best creatives and leading major brand initiatives, we have developed an agile, hyper-collaborative approach to design and branding.◼︎
Hyper-collaborative
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No BS
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Outcomes, not Awards
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No Fluff
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Hyper-collaborative ✺ No BS ✺ Outcomes, not Awards ✺ No Fluff ✺