The Digital Architect

People would often ask me what I do for a living. I used to tell them that I was a graphic designer, I would design logos for a living. That was 20 years ago. Now I would call myself more of a "thinker" I'm the guy who comes up with the "Strategy" that goes into making the over-all brand.
Attached is the that I often refer to. A "logo" is only one of the small elements that make up the overall brand. Before the logo design process even begins, we need to come up with the strategy, the story, the look & feel, voice & tone, which translates to all the other touch-points that follow : logo, website design, social media, marketing collaterals etc.
Whenever we work on a new brand - we like to give it a personality. Yes, we treat brands like people .. we call them archetypes. Maybe you are brand is all about providing expertise and knowledge (The Sage Archetype like ) or your brand is about becoming stronger & better and defending the the downtrodden (The Hero archetype .with.arwen1) .. regardless, your brand has a personality, and that comes across in everything from the logo, the website design, the messaging, and the social media content that you post.
Let me know your thoughts, and if you have any questions about the branding map. If you are a consultant or professional service firm looking to find your own story, and build out your brand, then book a consultation with me.


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