Lesson Nine – Discover your Design DNA

Start with Inspiration:
Before you create your brand, take a deep dive into what you love. Pick five different websites that truly resonate with you. These should be sites that not only catch your eye but also evoke emotion or a sense of trust. As you browse, ask yourself:

  • What do I like best?
    Is it the clean layout of Allbirds with its minimalist design, the warm, community-driven feel of The Toko-pa.com, or perhaps the dynamic and creative interface of SacredPathSchool? Notice how each site uses negative space, typography, and imagery to create an experience.
  • Why do I like what I like?
    Dig deeper into the details:
  • With Nisolo, it might be the simplicity and clarity that instantly communicates sophistication and purpose.
  • With School of Lost Borders, it could be the inviting photography and intuitive navigation that make you feel both at ease and inspired.
  • With DelveCare, the straightforward visuals and clear calls-to-action might be what make the site so accessible.

Take notes on what resonates—be it the colour palette, the typography, the balance between images and text, or the overall structure of the site. These insights are the building blocks of your brand’s aesthetic identity.

Investing in Your Brand Identity

The Value of Professional Collaboration:
As someone who’s spent years in art direction and design, I gotta be honest here: I’m not a fan of making this up yourself. Consider a strategic investment of 10-20 hours with a designer you truly admire. Think of it as a creative partnership where the designer not only understands your style but also grasps your vision and intention.

Why this matters:
A carefully crafted brand identity does more than just look good—it communicates who you are and builds trust with your audience over time. For instance, the consistent branding you see on sites like Everlane is the result of years of thoughtful design decisions that reinforce brand recognition. Their logos, colour palettes, and typographic choices are not randomly chosen; they’re part of a larger narrative that people subconsciously recognize and trust.

Beyond the Logo:
Your brand identity should include a brand book—a comprehensive guide that details:

  • Fonts: Specify primary and secondary typefaces that convey your personality. For instance, a boutique coaching enterprise might opt for modern, clean fonts that feel both professional and approachable.
  • Colours: Establish a consistent colour palette. Look at the website for Herbivore Botanicals—its soft, natural hues create a memorable and distinctive feel.
  • Logo Variations: Define clear rules for logo usage, including spacing, scaling, and placement. Think of how a subtle design element, much like a hidden motif in a well-considered boutique logo, reinforces a brand promise.
  • Imagery and Iconography: Outline the style for photographs, illustrations, and icons. A well-curated style guide ensures that every visual element speaks the same language—one that aligns with your brand’s values and story.

Remember, once you’ve established your palette and guidelines, do not deviate from them. Consistency is key to building a recognizable brand. As much as the allure of “new and exciting” can be tempting, constant reinvention leads to confusion. Your audience should be able to identify your work even from a quick glance.

Brand Recognition in a Crowded Digital Space

The Challenge of Standing Out:
We live in the most crowded media space in history, where consumers are bombarded with visuals every day. Your brand needs to be a hook that reels people in—even if it takes five, ten, or even fifty encounters before they click. Consider the way Cheekbone Beauty uses its simple yet effective design to remain recognizable and reliable, despite the myriad of competitors.

  • Avoiding the “New! New! New!” Trap:
    Many creatives fall into the cycle of constant reinvention. However, repeated exposure to the same visual elements is what builds lasting recognition. Consider how TOMS, a socially responsible enterprise, maintains its signature design elements. Their consistency creates trust and ensures that their audience can recognize the brand even after multiple encounters.
  • Creating a Visual Hook:
    Your visual hook might be a distinctive colour, an unusual layout, or a clever logo treatment. For instance, think about Pela, whose use of soft, earthy colours and engaging photography creates a clear sense of environmental consciousness. Alternatively, look at the hand-drawn illustrations on People Tree’s site that invite users into their ethical fashion narrative. These consistent visual cues serve as powerful hooks that draw your audience back time and again.

Practical Exercise: Curating Your Aesthetic Library

Step 1: Create Your Inspiration Folder
Start by creating a digital folder or a Pinterest board dedicated to visuals that you love. This should include:

  • Logos: Whether it’s the minimalist elegance of Nisolo or the thoughtful details in TOMS’ logo, compile logos that speak to you.
  • Graphics and Illustrations: Look for unique visual treatments. Sites like Behance offer a plethora of innovative designs that can serve as inspiration.
  • Photos and Layouts: Notice how Medium uses whitespace and typography to create a focused reading experience. Save examples of layouts that catch your eye.

Step 2: Identify Recurring Patterns
Once you have your collection, analyze it:

  • Colours: Are there specific hues or combinations that you’re repeatedly drawn to? Maybe you favor the bold, natural colours used by Thinx or the subtle, earthy tones found in Nisolo’s branding.
  • Shapes and Forms: Do you notice a preference for geometric precision, as seen in some elements on TOMS’ site, or organic, flowing shapes like those in Herbivore Botanicals’ imagery?
  • Imagery and Iconography: Reflect on the types of imagery that resonate with you. Is it the authentic, earthy photography of People Tree, or the hand-crafted, minimalist illustrations from Pela?

Step 3: Define Your ‘Aesthetic Intention’
With your inspiration folder as a reference, articulate your aesthetic intention. Ask yourself:

  • Does this visual style resonate with my ideal client or audience?
    For example, if you’re targeting a modern, environmentally conscious audience, a design similar to NADA —with its clean, uncluttered look—might be ideal. Alternatively, if you’re appealing to a creative, artsy crowd, a more eclectic and vibrant design like that of BrookeMcNamara.com might work better.
  • Can I describe my aesthetic in clear terms?
    Perhaps it’s “modern minimalism with a touch of bold colour,” or “organic, hand-crafted visuals that evoke warmth and creativity.” Document these descriptions—they will guide your future branding decisions.

Bringing It All Together

Be Authentic, Consistent, and Intentional:
At the heart of successful branding is authenticity. Your brand should reflect who you are, not who you think you should be. Embrace your unique style and let it shine through consistently. Remember:

  • Authenticity builds trust.
    Consumers are drawn to brands that are genuine and consistent. Whether you’re a creative agency or a personal blog, staying true to your established visual language is crucial.
  • Consistency creates recognition.
    Repetition is not boring—it’s a strategic tool. The repeated use of your chosen colours, fonts, and design elements helps your audience recognize and remember your brand across various platforms and touchpoints.

Final Thought:
Have fun with this process. Experiment with different elements, but always keep your core aesthetic intention in focus. As you build your visual library and refine your brand book, you’re not just creating a logo or a website; you’re crafting an experience that communicates your values, your style, and your promise to your audience.

Exercise Recap

  1. Gather Inspiration:
    • Create a folder or Pinterest board with logos, graphics, photos, and layouts you admire.
    • Use examples from brands and organizations with whom you already have an affinity.
  2. Analyze Patterns:
    • Identify recurring colours, shapes, and imagery.
    • Reflect on how these elements align with your personal or business identity.
  3. Define Your Aesthetic:
    • Write down your ‘aesthetic intention’ in clear, descriptive terms.
    • Consider how your chosen style will appeal to your ideal client or audience.
  4. Invest in Professional Branding:
    • If possible, collaborate with a designer who understands your vision.
    • Develop a comprehensive brand book to ensure consistency and lasting brand recognition.

Remember, your brand is a living, breathing representation of your vision. Nurture it with care, consistency, and creativity. Embrace the process, and let your unique aesthetic shine through every design decision.

Have fun, be real, and do good, beautifully.