The successful implementation of a client brand requires an understanding of typography, colour, illustration, photography, composition, as well as the ability to deal with broader issues such as ‘positioning’, and brand ‘equity’. The digital and offline work shown has either been an adaptation of an existing brand or the extension of a brand that I’ve generated on behalf of the client.
The brands I’ve produced range from the simplest logo to complex user guidelines covering logo usage, colour and typographic palettes, image styling, print and web page composition, screen and print template usage, and ‘tone of voice’. Frequently visuals are produced to demonstrated the application across diverse media, and much work is done to make sure the brand visuals will have impact in different sizes, shapes and locations.
What I’ve learned over a 20 year period is how to produce striking but workable brand assets with clear instructions on how to use them. Complex decorative imagery has its place, but the brands that have the most impact are the ones that have immediate impact through clean simple lines, a little visual ‘drama’ and decisive execution.