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...

Google just launched a tool that reads your website and generates on brand assets automatically. Colors, fonts, tone. All matched. No designer needed.

Which means "brand consistency" is no longer something you can claim as a competitive advantage. Anyone can have it now.

The companies that win from here aren't the ones with the most consistent assets. They're the ones who built something worth being consistent about.

New issue of The BRIGHT Method breaks down what changes when the floor rises to meet the ceiling. Read on Linkedin

Read on X

Read on Substack

thanks for news .