WHO I AM & WHAT I DO
I am an Art Director that specializes in Brand Identity development and management.
What is an Art Director?
My role is more than just putting pencil to paper on a small part of a project. It’s learning about the direction of the project through a deep understanding of my clients’ needs and using that to develop an appropriate visual language for them.
Why focus on Brand Identity?
Whereas logo design puts a face to your company, brand identity builds a personality to go with that face. This allows your company to be known and recognized beyond face value. A great example of effective branding is Apple. As soon as I mention them, you most likely think of iPhones, innovation, millennials, and a successful business. This is exactly what I love to create. That lasting impression that your company will leave on your clients.
What about Brand Management?
You could have the most attractive face (logo) and inviting personality (brand identity), but if you don't brush your teeth and comb your hair, you can still be doing yourself a disservice and potentially driving clients away. That's why effective brand management is so important. When all the supporting parts to your company work in visual unison, the overall impression is stronger and higher quality.
“Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?”
HOW DO I DO IT?
First things first, I ask a lot of questions. I want to know as much as I can about you and your business. The more information I have, the more effective my work will be. I always start with a creative brief that serves as an overview and scope for the project, taking into account everything we have discussed. This usually consists of a few phases:
Research
On top of everything you have told me, I also do some digging of my own to gain valuable information about your market, competitors, etc.
Concepting & Logo Development
Let's make a face for your brand. This will guide the decisions that I make for the rest of the brand identity development. This portion of the project usually looks like this: I create a few concepts based on my research and our discussions, then you take some time to consider them and get back to me with your comments, then I will implement those changes. We continue until we reach a place of agreement.
Collateral Pieces:
These are your staple pieces: Letterheads, Business Cards, Envelopes, etc.
Online presence (Website & Social Media)
Consistency is key. If someone finds you on Instagram, then they should recognize you on Facebook, Twitter, and most importantly, your website. If you already have these platforms, I will revise what you have and incorporate the updating branding. If you don't have these, I will secure your profiles and web presence.
WHY DO I DO IT?
Honestly, it's fun. I enjoy the process as much as the result. More than that, I want to change the world one design at a time. At the risk of being too existential, so many of our lives are focused around what we consume. So, being able to contribute something of beauty is a huge driving force behind my work. Each contribution just means there's more beauty to be appreciated.