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I hope these case studies and examples of
processes and

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final products help to show the reality of
the work.

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There is no magic, or instant success.

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Only premeditated steps within a loosely
defined brand development process.

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We want to limit our mistakes, while

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being completely open to ideas, and
generating concepts.

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I mention Paul Rand a lot, but he sums up
the

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design process by saying, the problem is
always derived from the subject.

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The solution is always hidden somewhere in
the problem.

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Keep in mind that each time you practice
your brand design

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process, you're going to make mistakes,
learn from them, and get better.

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Hopefully you can see how contrast played
a role

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in pairing visual elements, whether they
be color or typography.

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We also paired elements based on
consistency and homogeny.

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Each decision was made intentionally, in

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light of creating a cohesive design
system.