Every design job should be approached with a strategic outcome in mind. Understanding the importance of the ‘small picture’ is just as important as keeping the bigger picture in mind. Short-term decisions can impact a brand going forward and it is vital to know how these decisions affect a brand in the future, positively or negatively.
Being a strategic designer means being cognisant of what is happening around you in the present whilst realising that a brand is a growing, living entity that needs to be nurtured, developed and evolved.
The importance of creating a brand that is memorable, conceptually strong and strategically relevant is vital to the future of a brand. The design process should involve research and insight into competitors, the history and audience of a brand as well as its future goals and intended messages.
Breathing life into a logo and the corporate identity visual language that supports the brand is always an enriching experience for me. I enjoy the journey of translating a brand across all the major touchpoints through the use of typography, colours and imagery thus activating the brands essence and ethos.
Research & Insight
Logo Rejuvenation & Creation
Visual Language Development
Corporate Identity Roll-out
CI Manual Design
The organising of information, formulation of inspired ideas and injecting strategic relevance and interest into every project is only a small part of the design journey Mrs Smith embarks on with clients.
Packaging & Point of Sale
Years design experience and doing what I love every day
+ logos designed in my career so far
Logos in Logolounge (Trend Report & Logolounge Book)
Awards Won (Graphis Silver + Art of Design Merit Award)