Branding and Identity
Philosophy
Branding is always a moving target, but there are qualities that are common to strong brands that connect with people over a long period of time. Less is more. Type is visual poetry. Graphical elements must carry their weight, not merely decorate. Know when to break the rules and when to toe the line.
Extending a Brand
Well-crafted brands function effectively when in a variety of media and variations. Marketing collateral, advertisements, and other printed materials all work together to support the message of the brand and connect with the intended audience.
