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I don't think the value of a branding project should be measured by how many logo concepts a designer can produce.
Ten concepts don't automatically create more value than one carefully developed direction.
The real value lies in the thinking behind the work.
Understanding the business challenge.
Identifying the right audience.
Developing a clear creative direction.
Making informed visual decisions.
Building an identity that works across real-world applications.
Creating a system that supports future growth.
This is why I believe the branding process should be collaborative, research-informed, and intentional.
Clients aren't simply investing in shapes, colours, or typography. They're investing in the expertise required to translate a business's ambitions into a coherent visual identity.
That distinction changes the entire conversation around design.
I want my work to be judged not only by how it looks, but by how intelligently it solves the problem it was created for.
#BrandDesigner #BrandIdentity #DesignStrategy
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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Not every client comes to me for a brand identity and not all my clients are skincare or cosmetic brands.
That was the case with Hoppr, a protein powder brand made from crickets. 🦗 YES, CRICKETS!
Sometimes the logo, colors, and visual system are already there and my job is to bring them to life on packaging and see how far I can push them.
I love projects like this because I get to play with typography, layout, and materials while working within an existing identity.
How much freedom do you think a designer should have when working with an established brand?
Great packaging work, nice job
A potential customer shouldn't have to work too hard to understand what your brand stands for.
Your visual identity should communicate the right signals before anyone reads your About page or speaks to your sales team.
Think about it.
A premium skincare brand shouldn't look indistinguishable from a discount cosmetics store. A technology company shouldn't look outdated if it wants to be perceived as innovative. A financial institution shouldn't communicate uncertainty when its business depends on trust.
Every design decision contributes to perception.
Typography, colour, spacing, imagery, composition, and tone of voice all influence how people interpret a business.
My job as a brand designer is to make those signals intentional.
The goal isn't simply to make a brand look good. It's to make it look right for the market it wants to own.
#BrandPositioning #BrandIdentity #BrandDesign
HuroPay Branding for Fintech
We built its identity to feel the same way: fast, clear and human.
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#branding #brandidentity #logo