I like to think of branding as visual storytelling. Infusing all the elements that make up a brand with as much history, character & tone as possible in order to really resonate with & engage people at an emotional level.

What's important to me is to find that thing, that feeling that people will identify with & weave the story around it. The first thing I do when branding is listen & try to identify that small seed of the story. Then concept with my team. This is where I think the magic happens. Safe concepts to stretch concepts to "they'll never go for it" concepts and everything in-between. The storytelling part starts here and then color and design and photography are woven in to support and grow that seed of a story.

I also think it's important to think about how the brand will evolve and what it might look like in 5 or more yrs. How will it umbrella over campaigns? Can people interact with it? Will the story still resonate if the company grows?