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One thing I’m learning as a freelance brand & Packaging designer is that good design goes beyond making something look attractive.
A brand can have a beautiful logo, great colors, and polished packaging, but still struggle to communicate why someone should choose it.
That’s why I’m becoming more intentional about the thinking behind my work.
Before jumping into visuals, I want to understand the product, the audience, the competition, and what makes the brand worth remembering.
Because the goal isn’t just to make a brand look good. It’s to help it communicate clearly and stand out for the right reasons.
Curious to hear from other designers and founders here: what do you think makes a brand truly memorable?
That gap often starts in the brief, when nobody has named who the brand is the better choice for. Is there a question you ask clients up front that gets them to say it before the sketching starts?
One question I like to ask is: “If your ideal customer is standing in front of your product alongside three competitors, what would make them choose yours?”
It helps move the conversation beyond what the brand should look like to why it deserves to be chosen. From there, I can...
Asking it as a head-to-head makes the answer concrete, and it doubles as a check later on whether the visuals still support that one reason. Good one to borrow.
I think a memorable brand is one that feels consistent and connects with the right audience.
For me it's one clear idea the brand keeps repeating everywhere. Logos fade, but a consistent point of view sticks with people.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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New case study is up on my profile! A fun passion project I worked on earlier this year🚲
super cool project! the typographic work is impeccable and super interesting
A couple months ago I shared some thoughts on hand drawn logos, with a few images from a project I worked on. It wasn’t a finished case study and I didn’t even consider it among my strongest work.
It now has more than 50k views, 84 goats and 300 likes.
I’m very intentional about what I share and when, so this one caught me off guard. But it reminded me that we never really know how our work is going to land for someone else. As long as it’s thoughtful, sharing it is better than nothing. Keep going, keep perfecting your craft and keep showing your point of view.
And thank you to everyone who interacts and appreciates what I share. It never goes unnoticed. And of course to Contra for building a space where this kind of work finds its people.
I do wonder though, did this get traction because it was hand drawn in an era where everything is AI generated? Curious what you think.
lovelyy absolutely lovee it
Vaughn is more than just a name to me.
It was my grandpa’s last name. His brother Ed was the reason I fell in love with photography, which eventually led me to design.
Neither of them are here anymore, but a little piece of both of them lives on through vaughn.agency
Ye le Jani Austyn ke liye:
This is beautiful Austyn! ❤️ Much more than just a brand name - what a meaningful tribute to your grandpa and Ed. Love how their legacy lives on through your love for photography and design. Wishing huge success to vaughn.agency - such a powerful story behind it!
