Episode 3

Enjoy Daily Life

With the pivot from Gin Lane to Pattern Brands in full swing, the team focuses on how to take their new business to market.

The road to building a new company isn’t a straight line and there are plenty of challenges to navigate along the way. In this episode, we hear how Nick approached sharing the pivot with the Gin Lane team and how they navigated the rollercoaster of raising investment. Camille and Emmett share insights into building the new brand and we also hear what went down on launch day and go behind-the-scenes at the the Pattern Brands launch party.

Must-listen moments

4:00 — The problem is Pattern Brands trying to solve

"I think at a top-line it's solving this notion of a burnout in our society, in our culture, in our generation." — Camille Baldwin

5:49 — The importance of creating a memorable brand

"The fun thing about branding and marketing is you can do years worth of research. But if you can't boil it down to this thin sliced visual, logo or tagline, it doesn't matter." — Emmett Shine

8:25 — How Pattern Brands approached raising investment

“We probably talked to 30 to 40 investors over the time period all the way from very large investment funds to seed funds and I think the big learning process for us was figuring out not how we pitch, but who was the right partner for us.” — Nick Ling

14:27 — Saying goodbye to Gin Lane and embracing discomfort

"I think we're excited to go back to zero. When you're at that moment when you don't know anything and you're really uncomfortable that is probably the most motivating feeling in the world." — Camille Baldwin

21:02 — Nick reflecting on the Pattern Brands launch

“The last 6 months have been way harder than we thought they'd be. Convincing 30 people to change their lives with you — to go from Gin Lane to Patten — is a journey and now is the time where we have to live up to these ambitions we're putting out there." — Nick Ling


Other episodes

Episode 1

Gin Lane

With their agency at the forefront of its industry, success wasn’t quite what it seemed.

Duration: 23:09

Episode 2

The Major Leagues

Rediscovering the joy in everyday moments pulls the team towards a new mission.

Duration: 25:51

Episode 4

Equal Parts

Inspiration doesn’t always come from obvious places. Can 70’s jazz music encourage a culinary revolution?

Duration: 18:35

Episode 5

Next Up

After launching its first brand to market, the team reflects on the journey and what’s next for Pattern.

Duration: 22:21

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Emmett Shine

Creative Director & Co-founder of Pattern Brands

Camille Baldwin

VP Brand & Founding Team of Pattern Brands

Nick Ling

CEO & Co-founder of Pattern Brands

Erin Griffith

New York Times journalist, reporting on technology start-ups and venture capital

Nik Sharma

Direct-consumer strategist and marketer

Tyler Sgro

General Manager of Equal Parts

Richie Siegel

Loose Threads Founder & CEO

Max Miller

Audio engineer and producer based in New York City

Sandra Ferrari

Head of Production at Message Head

Jake Warren

Founder and CEO of Message Heard

Emily Whalley

Marketing and communications at Message Heard

Ash Read

Editorial director, Buffer