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Early in my career I also did editorial design. I appreciated relevant art direction, the importance of words, typography and space. When you’re dealing with the editorial setting you’re dealing with all of the components of design, message and story. Even though I was initially focusing on logos, I started to expand quickly. Because I liked what all of the pieces could do together. I almost compare it to music. It’s kind of like if I learn to play one instrument but then realise that there’s so much more that happens with a full orchestra. I consider branding very much in the realm of telling stories. I started to really look at the role of design, art direction, colour, texture, feeling. Each of these are tools to achieve the bigger purpose of branding.
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