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The biggest mistake I see new CPG, DTC and lifestyle brands make is rushing straight into visual design without a strategy. A pretty logo won't save a brand that doesn't know who it's talking to.
As an independent strategic brand designer and packaging designer, I strictly use a strategy-first methodology. Here is what that looks like before we even touch Illustrator or Figma:
Discover: Deep-diving into your target audience, positioning, and market gaps.
Brand Foundations: Defining your brand archetypes, voice, and core messaging.
Mood Boarding: Aligning on the visual direction (whether that's Minimalist Editorial, Quiet Luxury, or something completely out of the box).
Only after this is locked in do, we design the logo suite, typography, and packaging. This is how you build a brand that doesn't just look good, but actually converts.
Looking to build a strategic foundation for your next project? Let's connect and build something intentional.
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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🃏 Have you ever played Mafia?
Did you know it's also played professionally – with rankings, federations, and tournaments all over the world?
"Mafia" – a team psychological, turn-based, role-playing game with a detective plot, simulating the struggle of an informed organized minority against an unorganized majority.
Some time ago, I developed the identity for one of the Mafia game federations.
The logo was built around the symbolism of the game itself:
🔴 10 players seated at a round table
🔴 two teams divided by color – black (the Mafia) and red (the citizens)
🔴 the key roles: the Don leading the "black" team and the Sheriff leading the "red"
The goal was to capture the whole essence of the game in one clean mark – conveying both the drama of the confrontation and the clear structure around the table.
So which side are you on — the Mafia or the citizens? 👀
I love Mafia, although I've only played it three times in my life 😄 So I'm more of a spectator than a player)))
I really like the logo concept. It's very creative, and I love the deeper meaning behind it!
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