Or, as we like to call it, a Brand Declaration.

Now, you might be thinking, “A mission statement? That feels kind of old school, right?” But here’s the thing: A well-crafted mission statement is essential for defining your brand’s identity and shaping the story you share with the world. Let’s explore why this seemingly simple statement is actually the secret weapon your startup needs.

Your Mission Statement Is Your Compass

Think of your mission statement as the ‘true north’ of your startup—it’s the guiding force behind everything you do. It answers the fundamental question: Why does your business exist? And when things get chaotic (because let’s be honest, they will), it’s the thing you can always return to for clarity and direction.

When new opportunities or challenges come along—and they will—a strong mission statement helps you stay focused on your core purpose. It’s all too easy to get swept up in the day-to-day grind, but your mission statement is the reminder of what really matters. It’s the answer to those moments when you’re wondering, “Wait, why did we start this again?” And trust me, every startup has those moments.

It Gives You Street Cred

Let’s face it, when you’re new to the game, establishing credibility is key. A well-crafted mission statement doesn’t just guide you—it builds trust with your customers, team, and investors.

Think of it as your company’s authority badge. When people read your mission statement and see a clear sense of purpose and values, they’re more likely to trust your brand. A Lucidpress report found that brands with consistent messaging are 3.5x more likely to achieve high visibility. That’s the power of a solid mission statement: it signals that you know who you are, what you stand for, and where you’re going.

It Rallies the Troops (a.k.a. Your Team)

A mission statement isn’t just for the outside world—it’s an internal rallying cry for your team. It aligns everyone, from your newest intern to your co-founder, with a shared vision. When everyone’s on the same page about why your startup exists, you’re not just building a business—you’re building a culture.

Your team becomes your biggest brand advocates. When they believe in your mission, they’re not just employees—they’re evangelists for your brand. According to a study from Gallup, companies with engaged employees are 21% more profitable. So yeah, your mission statement can directly impact your bottom line.

It Helps You Control the Narrative

We’ve all been there. You’re at a party, or worse, networking, and someone asks, “So, what do you do?” Cue the awkward ramble as you try to sum up your entire company in 30 seconds. Enter: your mission statement.

A mission statement is essentially your elevator pitch. It’s the clear, concise answer to what you do and why you do it. When you’ve nailed down your mission statement, you can confidently answer those questions, whether you’re talking to potential clients, investors, or even your grandma.

Plus, it’s not just about what you say—it’s about what others say about you. A consistent, clear mission helps control the conversation around your brand. When your mission is clear, your customers can easily articulate what you stand for when they’re recommending you to friends, family, or even the random person they meet at the grocery store.

The Secret Sauce of a Great Mission Statement

Now that we’ve established why a mission statement is essential, let’s talk about what makes a great one. The best mission statements are short, specific, and powerful. They’re not filled with jargon or buzzwords—they cut right to the heart of what your brand is about. Here are some tips for crafting yours:

• Clarity and Focus: Keep it simple and to the point. Your mission statement should distill your purpose into one or two sentences.
• Unified Vision: It should reflect a shared goal that everyone in your company can get behind.
• Consistency: Your mission should be a guiding force in everything you do, from your website copy to your customer service.
• Credibility: Make sure it’s authentic. Customers can spot fluff from a mile away, so make sure your mission statement reflects the real values behind your brand.

The Bottom Line

A meaningful mission statement is so much more than just a line of text on your website—it’s the foundation of your brand’s identity. It guides your decisions, unifies your team, and builds trust with your audience. In short, it’s your startup’s best friend.

So before you take the next big step, take the time to craft a mission statement that truly reflects your purpose. It’ll not only give your startup the clarity it needs but will help shape how the world sees you. When you know who you are and what you stand for, others will too.

And trust me—your future self, and your customers, will thank you.

The post Why Your Startup Needs A Meaningful Mission Statement appeared first on Proof Branding.

Stand Out or Fade Away

In today’s saturated marketplace, blending in is not an option. Standing out is crucial. Over 80% of consumers say they buy from brands they trust, according to the Edelman Trust Barometer . But trust doesn’t just materialize out of thin air—it’s earned through consistency and clear communication. Godin himself points out, “In a crowded marketplace, fitting in is a failure.” If you’re not standing out, you’re practically invisible.

At the core of a memorable brand identity is a strong ‘why.’ Why do you do what you do? This sense of purpose should shine through at every touchpoint, from your website to your customer service interactions. If your brand doesn’t grab attention and convey your message clearly, it risks fading into the background.

Consistency = Trust

Want to build trust? Be consistent. Brands that present themselves consistently across all platforms are 3-4 times more likely to achieve high visibility . This means your colors, messaging, tone, and style should look and feel the same across your website, social media, and even in real-world interactions. Consistency isn’t just about being recognizable—it’s about being dependable.

Customers don’t just buy products or services; they buy experiences, stories, and memories. And when they trust you, that’s where the magic happens. Trust builds loyalty, and loyalty builds success. It’s not just about what you sell; it’s about how you make people feel. What emotion does/should your brand evoke to inspire action/purchase/activation?

Emotional Connections Matter

Let’s face it: we’re emotional creatures. A whopping 94% of consumers say they’re more loyal to brands they feel an emotional connection with . Take Starbucks, for example. Whether or not you’re a fan of their coffee (spoiler alert: it’s often pretty burnt), you can’t deny the emotional connection they’ve fostered with customers. From the cozy vibe of their stores to the cultural phenomenon of the Pumpkin Spice Latte – #PSL, Starbucks has built a brand that goes beyond coffee. They sell a feeling—a sense of comfort, routine, and even indulgence.

This emotional connection is what keeps customers coming back, and it all stems from a strong brand identity. People may forget what you sell, but they’ll never forget how you made them feel.

Team Alignment

Your brand identity doesn’t just impact customers—it also unites your team. Think of it as your company’s GPS. When everyone, from the CEO to the intern, is aligned on what the brand stands for, decisions are made more easily, and everyone works toward a common goal. This internal brand alignment fuels external brand success.

At Proof, we use our “Understand Your Brand” workshop to get everyone on the same page. Once your team understands and believes in the brand, they become your biggest advocates, spreading the word with genuine enthusiasm. A brand that starts from within will and does radiate authenticity.

Perception Drives Decisions

Your brand identity shapes how customers perceive you—and whether they choose you. To echo Seth Godin, “People don’t buy what you do, they buy why you do it.” In today’s market, customers crave authenticity. They want brands that are clear and intentional about their purpose.

The simpler and clearer your identity, the more likely customers are to connect with your “why” and stick around. Brands that focus on substance over style are the ones winning the long-term loyalty game.

The Bottom Line

Your brand identity is the key to standing out, building trust, and creating emotional connections with your audience. When your brand tells a compelling story, you’re not just selling a product—you’re building relationships that last.

The post Why Your Brand Identity Is Your Business’s Best Friend appeared first on Proof Branding.

At Proof, we believe in moving past the “I think” mentality and embracing the “I know” mindset. Sure, trusting your gut can spark creativity, but without research and data to back it up, you’re shooting in the dark. Let’s talk about why that shift matters—and how it can make your brand not only stand out but lead.

The Innovation Balancing Act

Innovation sounds glamorous, doesn’t it? Bold ideas, new paths, shaking up the status quo. But let’s be honest—it’s a lot easier to stick with what you already know. Familiar ideas feel safe. Tried-and-true methods come naturally because they’ve worked before.

But in today’s competitive market, simply relying on “what works” can be a trap. According to a McKinsey study, over 84% of executives agree that innovation is critical to growth. Yet many businesses struggle to break free of the comfort zone. Why? Because innovation takes effort. It demands research, creative risk-taking, and a willingness to challenge the status quo.

That’s why, at Proof, we push ourselves and our clients beyond the familiar. We question the “this is how it’s always been done” mentality, encouraging fresh thinking, rigorous research, and bold execution.

Familiarity Feels Easy, But Does It Work?

Let’s dive into the key question: Does sticking to familiar ideas get you the best results? The truth is, when you rely solely on intuition, you’re playing a guessing game. While gut feelings can spark creativity, they shouldn’t drive decision-making on their own.

Take campaign messaging, for example. Without proper market research or audience analysis, you’re throwing spaghetti at the wall to see what sticks. And in the age of data-driven marketing, flying blind just doesn’t cut it. According to research by Deloitte, brands that leverage data to understand their audience are 23x more likely to outperform competitors in customer acquisition.

At Proof, our process always starts with research. Whether we’re crafting a new brand identity or developing a campaign, we gather insights through in-depth market and audience analysis. Armed with real data, we’re able to move from “I think this will work” to “I know this will work.”

Design Isn’t Just About Looks—It’s About Function

When it comes to design, many people focus on aesthetics. And while we’re definitely suckers for a good-looking logo, design is more than just how it looks—it’s about how it works. That’s why we meticulously research and vet every design decision. We aim for a blend of both: design that not only catches the eye but also serves a purpose.

Every decision we make is grounded in research and a thorough understanding of what drives user engagement. From sketching concepts to iterating on designs, we don’t just think a logo looks cool—we know it’ll make a lasting impression.

Innovation Means Getting Uncomfortable

Let’s face it: true innovation requires stepping out of your comfort zone. It’s not enough to recycle old ideas—you have to dig deeper, be willing to fail, and challenge the way you think.

That doesn’t mean innovation requires some radical, Elon Musk-style breakthrough every time. It just means being open to new ideas, grounded in research and creativity. At Proof, we’re constantly questioning, revising, and experimenting. The result? We can say with confidence that the solutions we provide are the best they can be. We meet our clients where they are, and push them to move past what ‘has been’ to what is and can be.

For instance, when we are working through the creative process, we start with a thorough competitive analysis and audience insights. This research allows us to test and refine ideas before we ever present them to a client. It’s more work upfront, but the payoff is real: by shifting from “I think this might work” to “I know this will work,” we save time, avoid costly missteps, and produce stronger results.

Moving From “I Think” to “I Know”

At the heart of our process is a relentless pursuit of excellence. We ask ourselves a simple question with every project: Is this the best solution? If the answer is anything less than a resounding yes, we iterate. We dig deeper, we test more ideas, and we push boundaries until we’re sure.

This approach isn’t just about being innovative for the sake of it—it’s about knowing, with near-perfect confidence, that our work will not only meet expectations but exceed them.

According to a report from Adobe, 82% of companies believe there’s a strong connection between creativity and business success, with highly innovative brands outperforming their peers. And that’s not a surprise. When you combine creative boldness with solid research, the result is innovation that works.

Wrapping It Up

At Proof, we don’t settle for “I think this will work.” We dig deeper, research harder, and create with confidence. Our work isn’t just creative—it’s built on a foundation of knowledge and data, ensuring our clients get the best possible solutions.

So, next time you’re faced with a creative challenge, ask yourself: Are you relying on instinct alone, or are you backing it up with the research that’ll get you across the finish line? The difference between thinking and knowing could be the key to your next breakthrough.

The post Embracing Innovation: Moving from “I Think” to “I Know” appeared first on Proof Branding.

Keep It Real: Be Transparent

Transparency isn’t just a buzzword here—it’s the secret sauce to our client relationships. We’re upfront about our process, our timelines, and our weird obsession with fonts. And we expect the same from our clients. When both sides are straight with each other, magic happens. Trust builds, and the creative juices start flowing.

At the beginning of every project, we sit down and dig deep into what our clients want. No vague briefs here—we’re talking real talk about goals, timelines, and those non-negotiable “must-haves.” This way, there’s no room for surprises (except the good kind, like when we absolutely crush it with that final design). Staying on target means we hit deadlines, deliver results, and keep the trust alive.

Say It Like You Mean It: Be Specific

Clear communication is the glue that holds everything together. We might be the branding experts, but we want our clients to feel like they’re in the driver’s seat, too. We’re all about educating along the way—breaking down the jargon and making sure everyone’s on the same page. And if we hit a bump in the road, you better believe we’re addressing it head-on before it becomes a full-on detour.

On the flip side, we love it when clients are just as specific with us. A solid point of contact who’s not afraid to be direct? That’s the dream. When we get coherent, consolidated feedback, we can fine-tune our work to hit the mark harder, better, faster, and stronger. A little honesty goes a long way when you’re aiming for creative brilliance.

Bring the Fun: Be Personable

Look, we take our work seriously, but we’re not serious all the time/most of the time. A little fun goes a long way in making the process more enjoyable for everyone. After all, when you’re building a brand, it should feel exciting, not like pulling teeth. We’re passionate about what we do, and that energy translates into positive, productive relationships with our clients.

Sure, we’ll keep things professional, but don’t be surprised if we crack a joke on a call or send a meme to lighten the mood. Deadlines can be stressful, feedback sessions can be intense—but a good laugh can make it all feel a little easier. And hey, the best work often comes out when everyone’s comfortable and having a good time. To quote Aaron Rodgers, “R E L A X”,

_________

At Proof, building brands means building relationships. By keeping things transparent, communicating with clarity, and having a bit of fun, we create the kind of partnerships that not only produce great work but leave everyone feeling like they were part of something special. That’s how we do things, and that’s why our clients keep coming back.

The post Building Killer Client Relationships: The Proof Way appeared first on Proof Branding.

So, how did I come up with the name Proof? I wish I could say it was born from a long night of meticulous, research-backed strategy. In reality, it involved a few too many drinks and a brainstorming session at a local bar, culminating in my own little “aha” moment.

On the verge of giving up, I started scribbling down everything around me: “Chair, bar, tap handle, old guy smoking a cigar.” Not exactly inspired. Then, whiskey in hand, I took a step back. What’s my vision? How do we help our clients? And then it hit me—whiskey! Specifically, the distillation process. That’s what we do for brands: break down raw elements and transform them into something refined and cohesive. ‘Proof’ was born out of that realization.

Distill. Develop. Deploy.

Distillation, as the all-knowing Wikipedia will happily tell you, is “a process of separating the components of substances from a liquid mixture by selective evaporation and condensation.” (Basically, turning something raw into something polished.) That’s exactly what we do with brands at Proof. We distill their core essence, develop their unique voice and strategy, and deploy a brand that resonates.

And guess what? This approach works. According to a study by Crowdspring, 77% of consumers make purchasing decisions based purely on the name of a brand. That means getting the name right isn’t just important—it’s essential. It’s the difference between your brand standing out or fading into the background.

Naming Isn’t Science, It’s Jazz

Here’s the deal: naming is messy. It’s not about perfection right out of the gate. Most of the stuff you’ll come up with will be junk. And that’s okay! When you’re naming a brand, product, or even a new office plant, don’t self-edit. Brainstorm like no one’s watching. In fact, a study by CXL Institute shows that 91% of high-performing creative teams rely heavily on free-form brainstorming before landing on their final ideas.

Just like jazz or improv, the magic comes from trying, tweaking, and pivoting. The process matters more than the first results. It’s an art, not a science—and sometimes your greatest idea is hiding at the bottom of a whiskey glass.

Naming Pro Tips

• Be okay with bad ideas: You’ll have a lot of them before the good ones emerge.
• Don’t self-edit too soon: Write everything down, even the weird stuff. The more ridiculous, the better.
• Draw inspiration from unexpected places: Look around, drink it in (literally or figuratively), and let your mind wander.
• Trust the process: Naming, much like brand-building, is about distillation. It’s about breaking things down to their core and building them back up into something that sticks.

So whether you’re sitting at a bar, pacing around your office, or staring at your cat, remember this: the perfect name for your next big idea is out there. You just need to distill it. And maybe pour yourself a whiskey while you’re at it.

The post The Art of Naming: From Whiskey to “Aha” Moments appeared first on Proof Branding.

At Proof, our mission is to bring people together. Whether we’re uniting aspiring bartenders over beautiful glassware, inspiring parents to enroll their child in a school, or promoting a new property being developed in another state, our first step is always to understand, then define, a target audience.

Why Knowing Your Audience Matters

Understanding who you’re talking to helps you pinpoint your why. Why would someone buy your product, support casual Fridays, or join your book club? The why is the key to motivation. The better you understand it, the smoother your journey will be.

Think about things in simple terms: What is the customer’s problem, need, or want? What is your solution, offer, or product? How do you meet you audience where they are? Are you meeting a need or introducing a new idea (or both?) What do they know, and what don’t they know? Where do they need to be educated, and what expectations do they bring to the table?

Answering these questions opens the door to opportunity and possibility – and no idea is a bad one during these early brainstorms as you work to pin down your ‘perfect customer’.

Imagining Your Perfect Customer

Think about the perfect customer. You can probably picture them right away. They’re the person who gets excited about what you do after just one mention and then can’t wait to tell everyone else about their experience with you.. If you’re thinking about someone you know, great—write their name down. If not, create a persona and give them a name. Establishing that personal attachment with your customer leads to marketing that speaks to their needs and desires.

As we work through the creative process with our clients, we often reference back, by name, this ‘perfect customer’ persona. When making design decisions, it’s important to remove what ‘I like’ and think more about what ‘they’ (your customers) like, want, and expect.

Creating a Customer Profile

Write a brief biography for this person. How old are they? Where do they live? What’s their educational background? What’s their income level? Are they single, married, or have kids? Where do they shop? What do they like to eat? Dive deep into their characteristics.

Next, consider what they care about. Is it family, friends, looking cool, sounding smart, security, or shopping local? Keep going until you have a detailed profile. Keep in mind that what you’re selling is one amongst countless other options. Being a self aware brand and understanding the thoughts and desires of your customer is key to unlocking unique messaging that resonates with who matters. 

The Most Important Person At Your Company

Now that you have a profile of your perfect customer, tailor your content and messaging for this person. Use their name in your drafts. Address them directly in your emails. After completing a project, ask yourself, “What would [insert name here] think about this?”

Remember, this person and persona is the most important individual in your company. By understanding and addressing their needs and motivations, you can work toward and achieve your brand and business goals with confidence and clarity. 

The post Know Your Audience: The Secret Sauce to Success appeared first on Proof Branding.

Recently, a new client cited Apple as their gold standard for good design. It’s no surprise—Apple is renowned for its clean, beautiful design and exceptional user experience. However, beauty can sometimes backfire. Something too shiny and perfect may appear less approachable and authentic, potentially alienating your target audience.

Take one of our web developers. He recently chose a new PC over a Mac because of its functionality and capabilities, not its sleek design. This decision underscores an essential point: while aesthetics are important, they should never overshadow the practical needs and desires of your audience.

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Championing Substance Over Style

In a world inundated with beauty, substance still reigns supreme. The most beautiful designs are those that meet needs, fulfill desires, and tell compelling stories. Most of us don’t have Apple’s marketing budget, but that’s okay. Authenticity and substance matter more than ever.

Consumers today are savvy and skeptical. They crave authentic experiences and can quickly spot inauthentic messaging. A jingle ear-worm you find yourself singing in the shower, on the way to work, and in your sleep, may stick with you, but how many times do you remember every word to a jingle without having a clue what the actual product is? Fancy graphics, bold headlines, and loud calls to action mean nothing without genuine purpose and substance behind them.

At Proof, our goal is to help clients unlock and portray their true authenticity. We believe in highlighting the unique quirks, blemishes, and subtleties that make a brand genuine. The best design solutions are not about following industry trends or reflecting our personal opinions—they’re about authentically representing the people and purpose behind the product.

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The Power of Authentic Stories

When your design tells a compelling and authentic story, supported by quality and relevance, it resonates deeply with your audience. This connection helps people feel understood, safe, and comfortable. Authentic storytelling turns skepticism into trust, hesitation into confidence, and superficial beauty into something truly meaningful.

In essence, the best design balances style with substance. It goes beyond surface-level beauty to deliver real value and authenticity, turning potential “no’s” into enthusiastic “hell yes’s.” By prioritizing substance over style, we create designs that are not only beautiful but also deeply resonant and effective.

The post The Balance of Style and Substance in Design appeared first on Proof Branding.

When clients reach out to me, it’s usually with a specific concern: “My website is broken,” “Our logo stinks,” or sometimes, more broadly, “We’re growing and want to ensure we’re doing things right,” or “We’re starting a new company and don’t want to cut corners.” These initial points of contact are where our journey begins, and it’s my job to educate and demonstrate the value of investing in comprehensive branding, instead of simply looking at the individual components.

Identifying Problems & Recommending Solutions

The first step in our process is distinguishing between immediate problems and broader solutions. Clients often come to us with pain points that need addressing. However, our role extends beyond mere problem-solving. We work collaboratively to develop branding solutions that align with the client’s business goals. This involves a deep dive into the client’s needs and aspirations, ensuring that the solutions we propose are not just quick fixes but strategic investments in the brand’s future.

The Symbiosis of Business and Brand

Your business and brand are intertwined, each influencing the other. It’s up to you to decide whether to continue with temporary fixes—like giving that old printer in the copy room another light slam—or to invest in long-term solutions that support your business’s growth and reflect the importance of your work. Branding isn’t just about addressing immediate issues; it’s about implementing creative solutions that resonate with your audience and foster sustainable success.

Creating Memorable Experiences

At the heart of effective branding is the creation of memorable experiences. Every interaction a customer has with your brand should be a reflection of your values and mission. This consistency helps in building a strong brand identity that people trust and feel connected to. Whether it’s through a beautifully designed website, a thoughtfully crafted logo, or compelling storytelling, every element contributes to the overall brand experience. The brands we know and love evoke an emotion, and extend beyond the transaction.

The Strategic Approach to Branding

Branding is a strategic endeavor. It’s about understanding your market, knowing your audience, and differentiating yourself from the competition. This strategic approach ensures that every branding decision you make is purposeful and aligned with your business objectives. It’s not just about looking good; it’s about communicating your brand’s essence and value effectively, and finding distinct ways to stand out from the crowd.

Building Trust and Loyalty

A strong brand fosters trust and loyalty. Customers are more likely to return to a brand they feel connected to and confident in. By consistently delivering on your brand promises and maintaining a high standard of quality, you build a loyal customer base that advocates for your brand. This advocacy is invaluable, as word-of-mouth and personal recommendations are some of the most powerful forms of marketing.

Investing in Your Brand’s Future

Ultimately, the decision to invest in professional branding is an investment into your business’s future. It’s about building a foundation that supports growth and sets you apart in a crowded marketplace. By partnering with a creative firm, you’re not just addressing current issues but positioning your brand for long-term success.

Branding is a holistic process that encompasses every aspect of your business. It’s about creating a cohesive and compelling brand identity that resonates with your audience. By focusing on strategic solutions and long-term investments, you can build a brand that not only stands out but also fosters lasting connections with your customers.

So, before you take your next step, consider the broader impact of your branding decisions. Your brand is not just a part of your business; it is your business. And if we can help you in developing your brand, please get in touch – we’d love to connect.

The post A Brand Is Bigger Than the Sum of Its Parts appeared first on Proof Branding.

I’ve always loved this quote from Seth Godin:

“The thing is, like it or not, the future happens. Sure, tomorrow is risky, frightening, and in some way represents one step closer to the end. But it also brings with it the possibility of better and the chance to do something that matters.”

There’s an intentional, and incredibly freeing moment, where we let go of what was, and start building what will be. Our lives, our careers, our businesses, and our brands all benefit from this turning point. Not forgetting where you’ve come from, but also not lingering on what perhaps once was long ago.

At this stage of our conversation with clients, there’s a ‘release’ and a shift in approach where we allow and encourage everyone in the room to dream big and lay all the chips on the table.

As we build our ideas – our brands – our dreams, recognizing where we’ve come from and where we are is, of course, an important step. But even more important is allowing ourselves to plan and dream for doing something even better tomorrow.

• Tomorrow may be introducing a new line of products to consumers.
• Tomorrow may be finally taking that big step from ‘idea’ to ‘reality’.
• Tomorrow may be a more dramatic shift because, now is the time.

Whatever the case for you is, be it revenue driven, focused on process, and/or driven by purpose, each present day brings with it the potential to make a better tomorrow – to try and experiment with new things – and to boldly go toward a new place where maybe you haven’t been before.

The post From Today to a Better Tomorrow appeared first on Proof Branding.

A Clean Desk

I never like to start the day off unorganized. I try to keep the items on my desk in their place and out of the way to avoid the hassle of finding room for my iPad, sketchbook, or laptop. Less time to clean up means more time to be creative!

Windows & Good Lighting

Us designers are in front of screens for more than half the day, so having a window nearby gives my brain and eyes a chance to reset. Plus, you never know if something outside might inspire a current project you are working on!

Being In a Collaborative Space

I’m not constantly speaking to someone when working with others, but just knowing I have fellow designers and thinkers around brings me comfort knowing they’re available to provide quick feedback or to answer a question. I love bouncing ideas off of other people with hopes to see a different POV – it always helps to think outside of the box.

FOOOODDD!

Since I’m extremely active, most of the time I am hungry for something. I can’t work while hungry, so having a workplace that is well-stocked with snacks or even places nearby that I can grab food from is always a plus.

Pinning

I really enjoy having a bulletin board to pin anything and everything that brings me happiness when I come across it. I love putting random printouts or images I found up on a board. Getting off the computer and having something more tactile is a fun change up and as you add to the board, it turns into a fun little collage.

Attitude

I think this might be one of my most stressed topics. No one wants to deal with a co-worker that is cranky or in a bad mood. Positivity and encouragement is what helps great businesses thrive! I am highly influenced by peoples’ attitudes so I try my best to take it with a grain of salt if they are in a bad mood. Most times, a few nice words is all they need to turn their day around.

At Proof, we’re nothing if not collaborative. Having an open, honest workspace that inspires creativity and allows for flexibility leads to doing my – and our – best work.

The post Brand Designer: A Day In the Life appeared first on Proof Branding.

• Photos can make all the difference, communicating your brand’s focus without any words to an otherwise skeptical website visitor.
• Color palettes can evoke the perfect emotion – from more formal endeavors to wild and crazy ideas, color can make all the difference in setting an immediate tone.
• Typography can build trust, spark engagement, draw attention, and drive action.

How are you meeting clients, customers, followers and fans where they are and making sure you hit the right note?

Understanding Visual Communication

We work in the land of ‘visual communication’ and we understand that the way a brand is presented and reinforced matters, down to the tiniest of details. A logo, a website, a box you take off the shelf, a line of copy you read in an ad.

Visual communication is a powerful tool in today’s “give it to me now, right now” world. Expectations and urgency is through the roof, and you have a very small window to get your point across, reinforce credibility, and/or make a sale.

• Do you have a full system for your logo and brand standards and is it (actually) enforced and followed at all areas of your company?
• Is the hero on the homepage of your website explaining who you are and driving users to take a next step?
• Is your product standing out or blending in on the shelf amongst a plethora of other options? Should you ramp up or scale back on the aesthetics to be distinct in the market?

Each of these touch-points are just examples of (quick) reactions customers and followers will have with your brand. It’s easy to get caught up in thinking that your brand is the big, giant ecosystem (and it is), but don’t get stuck in the broad strokes and forget the little details that may be helping or hurting your brand’s image and bottom line. 

The beauty of visual communication is that it’s understood globally. There’s no other language in the world that everyone, to some degree, understands. Think about a stop sign. These may look different at different corners of the world, but generally and universally, it’s an understood symbol (and the most obvious illustration of visual communication I can think of).

These same rules apply when we are designing for a client. What does the logo really say about the brand? What is its depth and meaning, and how is that visually reinforced? What should users, customers, and community members pick up on and latch on to? What expectations are set and reinforced throughout the output of the brand (on the website, on product packaging, patterns, systems, etc.)

For Fifth + Broadway, it was reinforcing community, centralized location, vibrancy, dynamism, and being in ‘the middle of it all’. Creating a refined brand and now nationally recognized project that has shifted the perspective of downtown Nashville and Lower Broad.

For CREW, as we evolved the brand from a b2b to b2c focus, we reinforced the brand system, color palette, and typography to be more appropriate and resonate with the home mixologist. It’s intentionally softer, more approachable, and more inviting/less threatening in an effort to lower the barrier of entry, championing the “craftsman” community and bolstering the brand’s position in a growing market.

How To Apply This To Your Brand

If you’re reading this and you’re nodding your head, because you’re either doing this well or could be doing it a lot better, I’d push you to look inward and think about every touchpoint someone has with your brand or business.

• On your website – how are visuals reinforcing your calls to action? What text can be removed in favor of a more concise and/or visual representation?
• In an advertisement -how are visuals (immediately) grabbing the attention of your audience? It’s a skim and swipe world, and we’re just living in it. What makes you stand out? ,
• On a store shelf – is it time to be loud and proud, or subtle and understated? Look at what your competitors are doing. Where is it crowded and where is there room to be distinct?

Unpack and look at each of these extensions of your brand, and ask yourself, ”how are we reinforcing the brand’s purpose and visual identity at each touchpoint?” What is your ‘visual language’? What can be said without words and reinforced through imagery, color selections, illustrations, layout, and typography?

Think about what you must say. Only what you must. It’s worth the internal discussion, diligence, and research to understand what to say, what not to, and most importantly, the best way to say what you really mean.

The post Unpacking Branding’s Visual Language. appeared first on Proof Branding.

On the base level, one of the initial considerations that must be made is what type of color scheme will be used. The scheme that is ultimately chosen will strongly influence how a brand is received and interpreted.

Designers will generally choose to work from one of the following color directions based on their initial discussions with a client about what they are looking for:

• Monochromatic – Use of a single hue and various shades, tints and tones of that hue which produces a clean and consistent feel.
• Analogous – The pairing of colors directly next to each other on the color wheel. To expand the palette, two additional hues may be added which lie directly next to the outer hues of the primary palette. Typically used for softer, lower contrast instances.
• Complementary – Use of two hues directly opposite one another on the color wheel. Additional colors are added using tints, shades, and tones of the two primary colors. This scheme establishes the highest possible contrast in design.
• Split Complementary – Use of one dominant color and two adjacent colors to the color’s complement to establish contrast. This is more nuanced than a complementary color scheme while retaining a strong contrast.
• Triadic – Use of three colors that are equally dispersed around the color wheel. This style color scheme introduces contrast while maintaining a similar tone.

One consideration designers must be attentive to while establishing color palettes for brands is how the selected hues interact with one another. It is important to understand how two colors come across when overlaid or placed side-by-side to know how they will read to an audience. This is imperative to consider in the contexts of both print and digital uses since color is perceived very differently between the two mediums. Even when a palette is more subdued, if adjacent colors are too close in contrast, they could end up vibrating off one another, making the viewing experience an unsettling one.

Ensuring colors mesh well together is critical in conveying a brand properly and to allow for the greatest readability in all scales and variations.

In further brand development, color is used to guide the eye through a logo or piece of collateral. When creating a brand palette, designers specifically assign certain colors as primaries and others solely for use as accents to create visual interest and contrast. This may be seen in how color is applied to a logo mark to create emphasis in the imagery, or in its application in a typographic context to make certain words or phrases jump out more than others. All of this is done with high intentionality to create effective communication through design.

While some brands require bold and bright color palettes, others are more subdued and neutral in their approach. These choices all stem from the psychology of color and how designers want audiences to respond to a brand.

For example, red is known to evoke increased passion and heightened feelings of appetite, which is why many fast-food brands use red as a primary color in their palettes.

In contrast, blue is used to evoke feelings of calmness, security, and stability, which is why this color is seen more in the context of self-care and technology-based brands to establish a greater sense of trust with consumers. Whereas the goal of a fast-food restaurant is to drive decisions on a quick impulse, the goal of a brand that requires more commitment by its target audience is going to be more cautious in its color choices.

At the end of the day, there really is no perfect formula for creating a brand color palette, however, no decision in a designer’s color process is arbitrary. All choices must be based on a variety of factors to best convey the message and mission of a brand including how a brand is to be perceived, the emotions it is intended to evoke, what emphases are to be present, and what action the brand is meant to drive the consumer to act upon. With all these pieces accounted for, a brand can go from average to highly effective all with the right application of color.

The post The Perception of Color in Branding appeared first on Proof Branding.