Branding

Branding is more than coming up with a logo and putting it on items, it is the emotions you want your customers to experience when they think or use your goods or services.

Logos should be designed to communicate the maximum information with the least amount of effort. Websites should be clear, accessible and mobile friendly.

Physical goods will outlast campaigns and current design language. Make sure when you commit to a logo on a jacket that you will feel the same way in 5 years that you do now. Business cards are consumed and can be altered or redesigned frequently. Websites can be changed overnight. But the more durable the good branded the more care should be taken to get it right.

Content should be straight forward and understandable. Jargon may make you sound cool, but does your target know or even care about correct technical terms or do they care about knowing enough to make an informed decision. You shouldn’t feel pulled between good web copy and website optimization. What’s the point of getting people to your site through a search engine only to lose them with paragraphs only a computer would want to read.