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The ROI of starting with the brand strategy before brand identity is so much that the founder shouldn't play with it.
This is one of the reasons I restructured the way I work with founders and business owners to stand out, scale, and communicate with clarity.
Here's how I approach every brand: -Strategy first -Identity that grows with the business -Experiences that connect 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
Creatives on Contra have earned over $150M and we are just getting started
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With every branding project, I design and present 2–3 different options for my clients, sometimes even one is enough when the vision is crystal clear.
The reason I show more? I like to push myself more creatively to explore beyond what's safe and normal.
A client might think they know exactly what they want, but the moment I go beyond the safe choice, they're often surprised by how much they love the more creative direction.
This was exactly the case working with BraveDuck+Robots, an experience design studio built around creativity, strategy and technology.
The brief was clear, but pushing past the obvious unlocked something far more interesting.
At the end of the day, we're here to serve our clients, but sometimes working with them means showing something they didn't know they needed.
I completely relate to this. There’s something really rewarding about pushing things beyond the brief.
A good designer can stay within the brief, but a strong creative director should be able to see what the brand could become and take the client along that journey.
I do the same...
A speakeasy born from a single phrase.
One brief.
One rabbit.
A complete brand world built in a sprint.
Love the concept. Turning a simple brief into a full brand world like this is really impressive.
Why do metal gates have all those swirls?
Hint: it’s not just for the vibes.
Historically, those curves helped reinforce the structure by distributing tension through the metal.
Which is a surprisingly good metaphor for brand systems.
Yes, stay with me.
Strong brands don’t rely on a logo alone. Patterns, motifs, and visual language help carry the system across packaging, campaigns, social, and everything in between.
Sometimes the elements people call “decoration” are actually doing the heavy lifting.
What’s one brand you think does this really well?
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