Meaning. So, the meaning of life is to give life meaning. At least this is the view of Adam Byars, partner of Grid Worldwide, a South African design agency that has blazed a trail to the world stage and to international acclaim. Grid are responsible for the largest and well known branding and design projects and have worked with brands like MTN, ABSA, FNB, Michelin, Qatar Tourism, Liberty, RMB, KFC, Louvre Abu Dhabi, and many, many others. Grid believes that the world doesn’t need another brand, but instead the world needs brands that mean something. It is this philosophy that has propelled them to hall of fame status both locally and abroad. So how do you build a world class brand that means something on a world stage? To get the answers we need, I speak to Adam Byars live inside one of their most recent design projects - the “Saint” restaurant in Sandton JHB.