Branding projects
Year
/
2013/21
Client
/
Companies
A brand is not a logo. It is the story every touchpoint tells together.
Visual Identity
Brand Strategy
Art Direction
Project overview
Iโve helped shape brands across very different worlds: universities, consumer goods, financial holdings, local businesses, a national bank and a Berlin fintech. Each one taught me the same thing. A brand is not a logo. Itโs the result of many communication assets (name, voice, visual identity, product, campaigns) connected by one story. Iโm grateful to have helped build each of them, from first pitch to launch.
Chalenges
Every industry speaks to a different audience. A student choosing a university, a family opening its first bank account and an investor trusting an app with their savings all need something different. The challenge is always the same, though: understand that specific audience deeply enough to connect it with the businessโs vision. Get the audience wrong and even the best-looking identity misses. Get it right and every asset, from the logo to the last screen, pulls in the same direction.
Approach
Why: what the brand believes and why it exists. Everything starts here: it gives the story its purpose. How: the principles that make the brand recognizable: voice, visual language and the way it behaves. What: the assets people actually see: identity, guidelines, campaigns, websites and products, all telling the same story.
Key decisions
1. Know the audience first. Every brand starts with the people it speaks to. I learn who they are, what they value and what makes them trust, before designing anything. 2. Choose meaning over trends. Trends fade, but a brand has to last. Every visual choice should come from the brandโs story, not from whatโs popular this year. 3. Keep the message simple. A brand that tries to say everything says nothing. One clear idea, repeated across every touchpoint, is what people remember.
What I learned
