A Few Words on Branding

As a brand designer, I believe good design, as important as it is, should not be a primary focus. Good design is not only functional and engaging but must strategically align with the client’s brand values and standards. Looking through my portfolio, you may notice that I have developed skills in a variety of areas. I don’t specialize in a specific type of design work. Whether it’s a brochure, poster, package, ad, or social media post, all should work in harmony to create a consistent impression of a company’s personality and unique value in its market space. Some designers advertise that they create brands. I think that’s misleading. A brand is a company’s reputation in the customer’s mind formed by personal experiences. We can’t create those intuitive responses. What we can and should do is craft branding and marketing materials that communicate a company’s essential value proposition and craft an accurate impression of the brand through consistent presentation and messaging.