A brand identity shouldn’t only be seen. One thing I like to discuss with clients toward the end of an identity project is what happens when the brand leaves the screen and becomes something physical. We experience the world through multiple senses, so why should a brand communicate through only one - visual? - A business card can have a certain weight and texture. - Packaging can use embossing, debossing, or an unexpected material. - A label can feel rough, soft, or unusually smooth. - A logo can be embroidered instead of simply printed.

These might seem like small production decisions, but they change the way we experience a brand. And some brands can go even further. Think about sound in hospitality or retail. The smell of a physical space. The experience of opening a package. For fragrance brands, scent is naturally at the center of the product, but the same principle can be applied much more broadly. That’s why I like to include production recommendations in brand guidelines whenever they’re relevant. Because once the visual identity is finished, the next question shouldn’t only be: How should this brand look? But also: How should this brand feel?