Episode 2

The Major Leagues

Right at the peak of their powers, the Gin Lane team falls on tough times and decides to rethink the future of their entire business.

Whilst working on two of the biggest projects the agency has ever taken on, stress and burnout is affecting the team and people are leaving the business. During the tough times, Nick, Camille and Emmett begin to focus on how they spend their time outside of the office and rediscover the joy in everyday moments. This lays the foundations for a complete 180 degree flip for the Gin Lane business and its team.

Must-listen moments

1:37 — The rise of burnout and performative workaholism

“We are hustling and we are defining ourselves by our jobs. And we’re just sort of wrapping our entire identity up in our ability to work, and I observed that and thought it was kind of odd. What happens when you sort of lose that or what happens when you don’t like that job that much or what happens when the job doesn’t really fulfil you?” — Erin Griffith

4:30 — Nick shares one of the ways he learned to deal with stress

“One of the ways that I managed to deal with those high stress moments where I couldn't sleep, where I was feeling completely overwhelmed... one of the few times I wasn't stressed was cooking for myself.” — Nick Ling

8:00 — The Gin Lane team decides to take a new direction

"From the inside, I don't think we felt or we feel like we were doing something as significant as we want to do, and I think that while we were a really great agency, there were way more significant pangs in all of us in terms of what we want to do with our professional careers." — Nick Ling

10:56 — Camille shares how they came up with Pattern's mantra of 'Enjoy Daily Life'

"It took a couple, I would say like probably two months of just writing again and again and again. What is this? What is this? And it just was about wind tunnelling it to get to the root of it." — Camille Baldwin

18:07 — How millennial values changed the way brands are built

"I think what happened in the… early 2010s was the development of a new set of brands which mirrored a new set of values, that our generation has been brought up with. Where we're not happy just to have like some tasty food, e want to know that it's been made well, and it's good for the world and it's been built sustainably, right?" — 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 3

Enjoy Daily Life

Slow down. Pause. Step Back. The road to launch isn’t always straight.

Duration: 22:21

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