brands & creative

brands & creative

purposefully and intentionally crafted brand identities that reflect your precise style 
will attract your ideal customer


What is a brand?

Brand, identity, logo aren't they all the same?
A brand is so much more than your logo - it is the perceived image from the public (most importantly your customers) of your company, products and services. In simplest terms, it is the impression left on your audience after experiencing your company. 

Positive impressions keep folks coming back to buy more from your company, negative impressions leave them unsatisfied and searching elsewhere.

Brand Identity Systems
101

Where to start?  
Do this homework first >>>

Brand identities are are comprised of a collection of assets that leave an impression on your customers. See list under Brand Boards below.

Completing this homework before hiring a designer will speed-up the process:
  • decide on a name (and secure a domain)
  • list 5 - 7 adjectives (or short descriptive phrases) that describe your personal style, and do the same for your company's style
  • write your mission and values statement (rough notes are fine)
  • provide a map of your offerings (list, outline or flowchart of your services and/or products)
  • define your primary and secondary target audiences (detailed description of your ideal clients or customers)
  • have some samples of visual inspiration on-hand (briefly describe why they inspire you)
  • gather samples of style elements you like and don't like (both will be helpful - logos, fonts, colors, websites)
Looking for inspiration to get your wheels turning? 
inspiration center

Brand Boards

What is it?  
Why do I need one?

Sample brand board
Click to download board
Brand boards provide an overview of your brand elements at-a-glance. They are used to establish the general look, feel and style of your company. Brand boards are used to inform all marketing and communication strategies. Creating a brand board is usually the initial phase of developing your company's brand identity system. Brand boards often include:
  • Main logo - the main visual mark associated with your company
  • Alternate logo(s) - similar in appearance, but varied in size and orientation to suit all mediums
  • Icons - favicon and social media avatars
  • Color palette - a set of complimentary colors; two - three primary colors, up to two additional accent colors
  • Tagline - brief phrase that capture the essence of your company or tells a bit more about what you offer
  • Typography - font pairings, hierarchy, sizes and colors 
  • Voice & tone - the intentional  emotions, mood and personality conveyed from your visual and written communications
  • Imagery Inspiration - sample images that inspire the style of your company brand (view Inspiration Center)
Keep in mind, brand boards are not comprehensive brand guidelines. However, brand boards can be used as a reference for brand management.

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