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A bylined article making the case for something most marketing teams resist: leaning into negativity strategically. Drawing on the StoryBrand framework and real brand examples, this piece argues that acknowledging your audience's genuine frustrations builds more trust and engagement than relentlessly positive messaging, and shows how to do it without alienating anyone.
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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A nameless product with paying clients but zero brand presence.
How do you take that public?
Before:
→ White-label tech with no positioning.
→ Couldn't pitch publicly or attract new clients.
After:
→ A complete brand identity that positions Dalia as local experts in supporting banks and retailers manage payment systems by tracking the full transaction cycle.
→ Now they can present at conferences and local fairs, close deals with brand materials, and attend Mobile World Congress with their product.
My job was to make smart tech visible and approachable.
Building from zero vs. rebranding: which do you think is actually harder?
Full case study here: https://contra.com/p/rsmMc2XQ-brand-identity-for-dalia-monitoring?referralExperimentNid=DEFAULT_REFERRAL_PROGRAM&referrerUsername=hayley_iyn0id1d
Branding is more than a logo — it’s a system.
Designed a complete brand guideline framework for Covlant, ensuring consistency across product, marketing, and digital touchpoints.
Open for branding & product collaborations.
Strong system thinking here. The consistency across typography, color, and layout feels very disciplined. Curious — how did you decide what to formalize vs leave flexible in the guidelines?
Something I've been thinking about:
Companies that age well usually figured out one thing early: consistency compounds.
Same message. Same visual language. Across the brand, the website, the deck, the product, the social presence.
Not just because it looks good..
But because it removes doubt. And because a consistent brand builds trust quietly, every time.
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