A Few Words on Branding

As a brand designer, I believe good design, as important as it is, should not be the primary focus. I prioritize aligning my design work 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 together 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. Since a brand is a company’s reputation existing in the customer’s mind based on 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 paint an accurate impression of the brand through consistent visual presentation and messaging.