I also had no idea what the practical commitment would look like. How often would we record? What would production involve? I filled in the blanks with the worst possible answers and convinced myself it would be relentless and overwhelming.

Here's what it actually was: a conversation.

Here's a belief I held for a long time that I've since completely unlearned: strategy and design are different jobs. Strategy is for the messaging people. Design is for the visual people. Two roles. Two lanes. Keep them separate. It made sense on paper. But in practice? It never actually worked.

Think about your favorite brands – what springs to mind? Is it their logos, color schemes, or some swoopy lettering? Chances are that your brain sticks to something visual. Like those brands, it’s important to forge your own visual path and create a lasting image that customers will always remember. Got to keep them coming back for more. Click here to check out our thoughts on branding with a visual identity!