MENTORS & INFLUENCERS
DESIGN, COLOR, & TYPOGRAPHY
Design affects us emotionally and influences the way we think and feel.
Design … the color pallet, typefaces, images, shapes, and space communicate the values of the brand. Design done well impacts our experience in a way that builds connection, impacts credibility, and earns trust. The irony is that exceptionally well-done design isn’t there. It’s woven into, and a part of the tapestry of the vision and message the brand is aiming to convey, but it never steals the show.
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Whether we’re developing the visual identity for a brand, directing a photoshoot, or curating content for a webpage, we think about our work and process as capturing the essence of, a glimpse into an experience, thoughts, and intentions.
Design the Wholehearted Way:
- Words that define our design approach: intentional, thoughtful, authentic, essence-revealing, strategic.
- Words that define our design experience: collaborative, intuitive, seamless, spacious, enjoyable.
- Words that define our desired outcome from our design work: resonant aesthetic, functional, influential, impactful, accurately communicates.
Design, at its most influential and impactful, is a unique creative expression that creates connection, builds a bond, and grows relationships.
The ways we find inspiration are as varied as the spectrum of all the colors. Inspiration comes when sudsing up in the shower, sipping a warm cup of tea, walking through the forests in the Pacific Northwest, hearing a melody or a particular sound, and sometimes even when we’re chopping vegetables. We also lean into many, many resources from design experts. Here are a few of our favs …
David Airey
Graphic Designer & Author | Logo Design Love & Identity Designed Books & Blogs
The visual identity for a brand does not have to be complicated to be done well and for it to be impactful. Think about the most recognizable global brands: the swoosh, the golden arches, and the red cross. Their effectiveness is in their simplicity. The art and talent for creating memorable and influential brands comes mastery over the process of starting from a blank sketch pad or white digital screen. Creating a visual story, imagery, and ultimately a strong brand id or logo is a process of distilling down the wide world of possibilities into only the necessary elements that convey a feeling and experience that reinforces the brand story.
With more than 100,000 copies sold, translated into 13 different languages, and visual identities created in over 30 countries, from his independent design studio in Northern Ireland, David Airey works with clients worldwide and writes for his two blogs, Logo Design Love and Identity Designed have attracted millions of views.
David’s exquisite work is a consistent source of inspiration, and his blog and books have helped us both reign in and expand out our process on our own visual identity projects.
“A successful design may meet the goals set in your design brief, but a truly enviable iconic design will also be simple, relevant, enduring, distinctive, memorable, and adaptable.”
– David Airey
“I’ve never met a color I couldn’t love.” -Leatrice Eisman
Leatrice Elsman
Color Specialist & Author | The Complete Color Harmony
Color is one of the most essential elements in design. It has the potential to draw us in or drive us away. The way we use color can influence our thinking, cause emotional reactions, and shape our choices.
Memorable and impactful brands are developed from in-depth research about the brand story, the brand promise, and careful color planning. The color palette for the visual identity of a brand is one of the most critical considerations and tangible components and often what people notice first and remember most.
A thoughtfully-designed color pallet that reflects the personality and characteristics of the brand evokes an emotional response, cultivates connection, and is a powerful tool for communicating the values of the brand.
We so appreciate the decades of experience that Leatrice (Lee) Eisman, Director of the Eiseman Center for Color Information & Training and Executive Director of the Pantone® Color Institute, has offered our work. Her many books and ‘Color Blog’ have been a source of inspiration and have assisted us with the color research and planning we do for our clients and the design projects we work on.
This paraphrased quote by Lee sums up just how critical color choices are for a brand and the impact they have. We get it, and we wholeheartedly agree.
“The power that color wields is seen at every level of communication: in corporate identification, packaging, signage, advertising on television, billboards, in print media, on the computer, at point of purchase, and in the product itself. Color is often called the ‘silent salesperson,’ and it must create enough interest or curiosity to induce the would-be buyer to find out more about the product or service.”
Leatrice Elsman
The Complete Color Harmony
Color is one of the most essential elements in design. It has the potential to draw us in or drive us away. The way we use color can influence our thinking, cause emotional reactions, and shape our choices.
Memorable and impactful brands are developed from in-depth research about the brand story, the brand promise, and careful color planning. The color palette for the visual identity of a brand is one of the most critical considerations and tangible components and often what people notice first and remember most.
A thoughtfully-designed color pallet that reflects the personality and characteristics of the brand evokes an emotional response, cultivates connection, and is a powerful tool for communicating the values of the brand.
We so appreciate the decades of experience that Leatrice (Lee) Eisman, Director of the Eiseman Center for Color Information & Training and Executive Director of the Pantone® Color Institute, has offered our work. Her many books and ‘Color Blog’ have been a source of inspiration and have assisted us with the color research and planning we do for our clients and the design projects we work on.
This paraphrased quote by Lee sums up just how critical color choices are for a brand and the impact they have. We get it, and we wholeheartedly agree.
“The power that color wields is seen at every level of communication: in corporate identification, packaging, signage, advertising on television, billboards, in print media, on the computer, at point of purchase, and in the product itself. Color is often called the ‘silent salesperson,’ and it must create enough interest or curiosity to induce the would-be buyer to find out more about the product or service.”
“I’ve never met a color I couldn’t love.” -Leatrice Eisman
Sarah Hyndman
Type Tasting Online Home and ‘Why Fonts Matter’ Book
Brand typography is one of the influential elements of the overall brand identity that ties together the written content in a way that visually communicates the brand values, personality, style, and tone.
Thoughtful development of a typography palette evokes intended emotions and associations and creates trust, confidence, and credibility.
When developing a typography palette for a client, we aim to create a font story that:
- Attracts our client’s ideal audience
- Engages their attention
- Establishes a hierarchy of information
- Creates and builds recognition
- Contributes to continuity and harmony in the overall brand identity
Sarah Hyndman has been a graphic designer for nearly twenty years and specializes in how fonts influence us. In her work, she has collaborated with psychologists from Oxford University and built on perception research from around the world. She has given talks about typography at TEDx, TYPO, SxSW, and a range of other conferences.
“Fonts turn words into stories.” -Sarah Hyndman
Explore our other mentors and influencers
who have helped shaped our work and
doing business the wholehearted way.
HUMAN-
CENTERED
BUSINESS
VALUES-ALIGNED BUSINESS, LEADERSHIP, & ACTIVISM
DIVERSITY,
EQUITY, & INCLUSIVITY
STAGES OF BUSINESS &
LEGAL
MONEY &
FINANCE
THE
CREATIVE
PROCESS
STORYTELLING BRANDING
HUMAN-
CENTERED
BUSINESS
VALUES-ALIGNED BUSINESS, LEADERSHIP, & ACTIVISM
DIVERSITY,
EQUITY, & INCLUSIVITY
STAGES OF BUSINESS &
LEGAL
MONEY &
FINANCE
THE
CREATIVE
PROCESS
STORYTELLING BRANDING
HUMAN-
CENTERED
BUSINESS
VALUES-ALIGNED BUSINESS, LEADERSHIP, & ACTIVISM
DIVERSITY,
EQUITY, & INCLUSIVITY
STAGES OF BUSINESS &
LEGAL
MONEY &
FINANCE
THE
CREATIVE
PROCESS
STORYTELLING BRANDING