The Power of Branding
At the beginning of any project, I remind my clients of one thing: branding is human stuff. Regardless of the business, products and services are sold to and created by people. Employees, consumers, customers, and users. All of them with a brain, a heart, things they loathe, and things they love. Connecting to that is what's at the heart of branding, and, like it or not, it's how we buy. Unearthing the stories that connect is my favorite part of my branding work.
- Brand positioning
- Brand voice
- Brand messaging
- Brand storytelling
Institute for Contemporary Art at Virginia Commonwealth University
In rapid response, I worked with the communications team of the ICA to develop an authentic and resonant concept for engaging in the wake of Covid-19. Solidarity is Essential framed the collaborative and supportive spirit of the organization, and held the double meaning of framing the brand's solidarity with the Black Lives Matter movement. I developed the headline and conceptual implications for activation.