A brand is the soulprint of a business

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Distilling the essence of a brand is not only a graphical matter but a spiritual endeavor.

Good design stays true to itself and is unconvoluted. Expressed in many ways: through images, sounds, movies, objects, spaces, etc. Behind all long-lasting designs are the minds of great individuals, who had a very simple but profound idea.

Within each person, there is a full spectrum of possibility. We are all different, we all have differing perspectives and come from different professions, nationalities, and cultures, but that does not define the boundaries of our ideas. We are all individuals that participate in a bigger picture. New technologies, philosophies, food culture, transportation systems, ways of thinking, internet, cars, everything is made by us as human beings.

Successful brands are not just the result of a branding exercise. They are the work of people that believe in them and keep pushing this belief to actualize them over and over again.

A memorable brand has the right story, at the right time, in the right setting; this is the expression of the voice from the soul of the brand. It is the outer layer that contains high passions, presenting itself to the world in a way that can not be ignored.

What is an idea? That spark of what and why you do what you do, and we as designers try to understand this fundamental concept and translate it to the world. Creatives have this ability to distill emotions and experiences into a single line and create new ways of manifesting an idea in an original way.

Brands and creatives need to understand how to see what lies underneath the surface of a product, service or an idea, by using all their senses. It is almost a spiritual process, that results in clarity and a path forward.

Written in collaboration with Masaaki Oyamada https://www.instagram.com/masaakioyamada/

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