Why Invest in a Brand?
The brand already exists, because it is a construct in time. To make a logo-type, just a pencil and a napkin is needed. So, why invest capital and time in a branding project, right? Answer: By raising the level high enough, in any area of knowledge, we reach the heights of a Work of Art. For some of us, it only matters to exist at this level.
The set of day-to-day choices reveals the substance of a man. Be it in your choice for shoes, words, reading themes or daily habits, such choices perform the value bulge that defines us. Such substance is, for linguistic purposes, what we call a Brand. My job is to draw a line that unites such choices, a synthesis made in word and image to reveal and leverage it.
The way I do it is via research and imagination. Gather all the available data about a business and their people and then wonder about all those ways it is amazing. And also how it can be even greater and inspiring for all families involved in a near future.
It is really a four-handed endeavor, a team of clients and designers with a common purpose. Both parties always end with a nurturing feeling of pride and fulfillment.