As a keen problem solver and creative thinker, you embody many of the similar traits as the founders and entrepreneurs you work with. I’d love to learn a little more about how you apply these skills to your work as a designer, and in turn, how your designs become your client’s superpower.
As a creative business owner, I know how important it is to connect with the right audience. I do this in my own work as a business owner, working hard to find my clients in a very competitive design world, getting them to choose my services, then providing the best service possible and getting them to want to come back. This is reflected in the way I am as a designer, I channel my problem-solving and creative thinking skills into creating designs that not only reflect my clients’ vision but also empower them in their respective industries. I believe that good design acts as a superpower for my clients, helping them communicate effectively and stand out in a crowded market.
Many founders and teams face the difficult challenge of distilling complex ideas and solutions, into digestible and actionable content. What role does design play in this space and why should entrepreneurs invest in visual design to combat this challenge?
One of the keys to create easy to follow, engaging content is to really understand your audience, their needs, problems and lifestyle. So the first first step in my process is to dive deep into client research (audience, competition, market, inspiration, etc).
Design, Illustration or animation play a pivotal role in making complicated concepts more understandable. High-quality visual design aids in communication by breaking down complex ideas into simpler, visually engaging elements. It can illustrate processes, highlight key points, and make data more digestible. Entrepreneurs should invest in visual design as a tool to enhance their messaging, increase user engagement, and ultimately drive their business forward.
Investing in a good design foundation for your business’ brand can make all the difference when it comes to growing and scaling your business. Without these basic building blocks, you’ll find yourself continually running into bottle necks (or failing to reach your necessary growth milestones) as you don’t have a strong foundation for your business’ messaging, purpose and value.
For startups, establishing brand recognition is critical. As a branding expert, how do you approach creating a visual identity that encapsulates the drive and mission of the startups and entrepreneurs you work with? Can you share any particular project where your work had a significant influence on the client’s outcomes or success?
It took me many years to refine my process to provide the best service possible. I start by having an in-depth brand questionnaire to understand their vision and values. Next, I research their industry, target market, and competition. Using this information, I create a Creative Direction Presentation with some clear directions to choose from. This will allow us to nail down the branding so I can create the perfect logo and identity on the next stage. Then, it’s the fun part where I get to design the visual identity that reflects the startup’s unique spirit and appeals to its customers.
One of my favourite projects was the rebrand of Dear Moon, a Spanish jewellery brand that was growing quickly so their initial logo did not reflect the brand values anymore and did not relate to their target audience. Working together with the client, I refreshed a new branding that stands out from the competition, appeals to their target audience and reflects the company values, tone of voice and style. We located the problems with the old brand and rebranded the logo, colour palette and brand fonts, while keeping it similar to the old version, so the engaged customers would still recognise it. The project also included design assets to help with the launch of the new logo in different platforms (packaging, website, social media, illustration of the new collections, and templates and design collateral).
Lastly, for any entrepreneur who is currently navigating the early stages of their startup journey, what advice would you offer to assist them in getting started forming their visual identity? What steps can they take to ensure they are setting themselves a strong foundation for growth?
Understanding your brand’s personality and values is a key first step in forming a visual identity. Also, studying your customers and creating audience personas and finding their problems and the solutions you’ll provide them. This will guide your choices in logo design, colour schemes, and typography. Regularly revisiting and potentially refining these elements as your startup grows can help ensure that your visual identity remains a powerful representation of your brand. Working with a brand designer will not only help you have the best brand possible, but also allow you to sit back, and focus on what you can do best: your business.
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