When it comes to taste, there are no shortcuts.
That’s why at Off-Menu, we believe brands that build their foundation with intention tend to forge deeper, more lasting connections with their customers.
We are excited to share our conversation with Jose Mejia, Co-founder and CEO of the Scene Infrastructure Company (SIC). Jose brings a unique perspective on branding, underpinned by a commitment to thoughtful and deliberate growth. His approach not only challenges conventional wisdom but also underscores the importance of integrating quality and depth into brand development. Below, Jose shares insights on how taking a slower, more intentional route has shaped his business outlook and what other brands might learn from his approach.
Elan: Jose, you've always had an impressive grasp of what's happening in culture. Where do you look for inspiration? What's your secret sauce?
Jose: I suppose I've always been naturally curious and I'm always consciously looking for inspiration. Part of that curiosity is possibly because I’m kind of a pessimist, I’m always looking for something new to inspire me because so few things remain inspiring or interesting over time. When I was younger, a lot of my inspiration came from print media, but these days, I spend a lot of time skimming tons of newsletters. I’m one of those people who actually dedicates time on Saturdays to filtering through hundreds of emails I've starred over the week, filtering out what’s exciting and what’s not.
Elan: On that note, what kind of topics have you been diving into recently during those newsletter-sleuthing Saturday sessions?
Jose: Well recently, I've spent a lot of time learning about video game design. It's fascinating learning about how you can take a simple idea for a game and transform it into something millions appreciate worldwide. Retro XP is a really good Substack that does deep dives into old games, treating them with the same reverence that people usually reserve for great novels or albums.
Elan: Someone recently tweeted "branding is essentially good taste as a service." Curious how that sits with you.
Jose: I think that great brands can operate as 'taste-as-a-service' in the sense that I think great brands are ones that immerse you into their world, they kind of hijack your perception. If you're building a brand, your job is to figure out how to craft something that can provide that kind of experience for the audiences that matter to you. You have to really understand who they are and what they're going to respond to.
Elan: As a founder with a discerning taste, how do you balance the need to move quickly with maintaining quality?
Jose: We've chosen to be very deliberate in our approach, taking our time with what we want to achieve. We're not just churning out memes or thought pieces; we're deeply involved in projects we find meaningful. Our recent CCTV billboard experiment for hiring was a fun one. The truth is there’s no hard and fast rule—it’s about working diligently and knowing when it's time to put the pencil down. In a world that favors speed, we choose to go slow, which creates a sense of anticipation and excitement. I suppose it's the contrarian in me that inevitably chooses to go right if the majority is going left, and vice versa.
Elan: From your perspective, what’s the foundation of a good brand?
Jose: It’s all about the language and words. Many folks think branding is just aesthetics, but for me, it's about the message you want to convey about the world you’re creating. I always advise starting with writing—get your ideas down and articulate them clearly before you even think about the visual design.
Elan: What implications does a superficial brand have for its team?
Jose: If you’re only focusing on aesthetics, you miss building a solid foundation for your company culture. Brands need to embody their values, not just in looks but in actions. When a brand lacks depth, it risks losing its identity over time, which can lead to a disconnect within the team and eventually that can lead to burnout.
Elan: What message would you send to other founders? This could be related to creating brands, anything really.
Jose: Go outside. Balance your workload with your passions. Seek experiences that inspire and challenge you. What you learn from those experiences can dramatically influence how you build your company. People will feel that resonating throughout the brand. That’s the secret.
About Jose Mejia
Jose Mejia is a writer who used to run a design studio, a creative director who sometimes codes, and a general obsessive over how things are built. He's currently the CEO and co-founder of Scene Infrastructure Company, a software business building better instruments for socialization.
If you’d like to get in touch with Jose, follow him on Twitter.