Well designed print collateral like business cards, brochures and banners will certainly make you feel more confident, but good design does so much more than that. Quality design increases the effectiveness of your print pieces. Whether you’re trying to sell a product, shift the perception of your brand or deliver a message, great design will help you accomplish your goal.

Improved Comprehension and Retention

The correct balance of copy, art and white space will increase the likelihood that your audience will read what you give them. Pairing your copy with simple yet compelling graphics will ensure that your message sticks.

Customer Confidence

Well designed collateral materials communicate that you’re a reliable professional. This increases the client’s trust in you, helping build the emotional foundation of a successful business relationship.

We “Research” your industry to understand how we can provide your project with a unique design.

Sketch – here we put pencil to paper to sketch your ideas through several iterations.  Narrowing iterations for design.

Design – moving well designed iterations to the desktop for final delivery.  Minor revisions and touch up.

Final Rendering – the finished product is ready for our customer to inspect for the first time. This is were the fun really happens.

What is “Brand Identity”

Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top center of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity.  When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. For example, Netflix’s red envelope is a simple yet powerful example of a brand identity.  Many people have heard about the importance of using their logo consistently. But there should be a consistency to elements beyond your logo.  The tricky thing is that while your logo is unfailingly unchangeable, your brand identity must have both consistency and flexibility.

Creating a brand identity that is distinct yet varies based on it’s form, is a challenge but can bring big dividends in your brand’s value. The elements that can be part of a full brand identity could be fonts, colors, imagery, and even the voice of the writing.  A brand identity is the larger, distinct visual look that is associated with a company.


What is included under the term brand is much harder to define. It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not strictly the design side of a business. These may include your content, messaging and story telling. Customer service and the client experience also a part of a brand. The idea of reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.

You will also hear some people (including me) use the word brand almost interchangeably with company or organization. It can be a way to talk about product or service; individual or organization; company or non-profit without getting caught up in listing all those particulars. For example, people will say: “A great way to promote your brand is using social media.”

We like to think of a brand as a combination of how you define and promote yourself and how others define and view you. You never have complete control over your brand because it is not wholly generated internally.

Starting a new business is exciting. And getting a shiny new logo and web site are often one of the activities that entrepreneurs look forward to. Compared to writing a business plan, making cold calls or trying to find investors, hiring someone to design a brand identity can seem like a lot of fun.


A logo can also be purely typographic. It is called a logotype or wordmark when only the letters of the name make up to the logo (there is no additional symbol). A great example is Coca-Cola’s red scripty type. Some people also refer to the logomark as the word portion of a logo that also has a symbol.  Sometimes the graphic symbol and typographic word mark are very separate. With other logo designs, there is not a clear separation of logo symbol from typography.  Normally, most marks have a typographic part that more clearly spells out the name of the organization.  Your logo is not your brand.


The way you explain your story to someone in your industry is different from how you explain it to a stranger at a cocktail party. When we practice all these variations we see that certain facts, pains, metaphors or stories that always resonate. These should form the core of your message. These are the kernels should become central to brand from naming, visual identity to how you build your service or market your product.  If you are unable to tell a compelling story of why your brand matters, you cannot expect anyone to notice or care about your product or service.


Brand challenge is a tangible problem, born of human need, that ultimately defines the purpose of a brand. It’s the most foundational element of building a business that matters to people; identifying it requires thought, care, research, patience, and a good deal of humility.  A brand vision needs to differentiate itself, resonate with customers and inspire employees. It needs to be feasible to implement, work over time in a dynamic marketplace and drive brand-building programs.  They employ concepts such as brand personality, organizational values, a higher purpose, and in general they simply move beyond functional benefits.


Generating breakthrough brand building

Exceptional ideas and executions that break out of the clutter are necessary in order to bring the brand vision to life. These ideas and the execution of them are more critical than the size of your budget. “Good” is just not good enough. That means making sure you get more ideas from more sources, and that you make sure you have the mechanisms in place to recognize brilliance and bring those ideas to market – quickly.

Achieving integrated marketing communication (IMC). IMC is more elusive and difficult than ever in light of the various methods you have to choose from such as advertising, sponsorships, digital, mobile, social media and more. These methods tend to compete with each other rather than reinforce because the media scene and options have become so complex, so dynamic, and because product and country silos reflect competition and isolation rather than cooperation and communication.

Building a digital strategy

This arena is complex, dynamic and in need of a different mindset. The reality is, the audience is in control here. New capabilities, creative initiatives and new ways to work with other marketing modalities are required. Adjust the digital marketing focus from the offering and the brand to the customer’s sweet spot, which is to say the activities and opinions in which they are interested or even passionate about. Develop programs around that sweet spot in which the brand is an active partner, such as Pampers did with Pampers Village or what Avon did with their Walk for Breast Cancer.

Building your brand internally

It is hard to achieve successful integrated marketing communications or breakthrough marketing without employees both knowing the vision and caring about it. The brand vision that lacks a higher purpose will find the inspiration challenge almost impossible.