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Design-led Branding Versus Strategy-led Branding

Branding, Marketing, Strategy

Design-led Branding Versus Strategy-led Branding

With our experience working with various organisations, there are two types of designs typically asked of us: one driven by gut feel and how the logo is best represented and another one that focuses on how brand strategy and the brand story can be integrated across touchpoints. For a brand to stand out in the long run, it is not just about the visuals or your logo.

Think about this: Starbucks logo is a naked mermaid, Nike is a swoosh and Google is just font typography. Simple, understated and really not visually that powerful but yet each of these brands tells a powerful story across its key touchpoints.

Think about how iconic these brands have become. Remember Strategy drives the Experience! Focusing on the logo or just collateral without giving thought to your overall experience is risky – stop thinking about the logo and start thinking about your brand experience. Do you want a brand which looks good today but forgotten tomorrow?

In nutshell:

Design-led Branding

  • Focus on Tagline
  • Focus on Logo
  • Focus on Collaterals

Strategy-led Branding

  • Focus on Overall Brand Experience across Touchpoints
  • Focus on Delivery of Brand Promise
  • Focus on Memorable & Differentiated Branded Stories


Keep building your brand and remember that Experience is Everything, get that wrong and design, no matter how creative, will be forgotten.

Strategy Led Design & Development.

I’m a freelance designer & developer working with agencies and startups to build strategy-led brand designs and websites.


  • Strategy
  • Discovery & Research
  • User Experience
  • Brand Strategy & Architecture
  • Positioning
  • Content Strategy
  • Marketing Campaigns


  • Brand Development & Rebranding
  • Logo & ID Systems
  • Brand Style Guides
  • Messaging
  • Collateral, Print & Packaging
  • Wayfinding & Signage
  • Environmental Design
  • Iconography
  • Graphic Design


  • Website Design & Development
  • UX Design
  • UI Design
  • Information Architecture
  • Wireframing
  • Prototypes
  • Custom Content Management Systems
  • Web Applications
  • eCommerce


  • Script Development
  • Copywriting
  • Storyboarding
  • Illustration
  • Animation
  • Motion Graphics
  • Post Production & VFX
  • Digital Marketing

Let’s work together

Start a project, schedule a talk, or just say hello...

Use this form, email us at or WhatsApp/call us on 082 469 4547.

Start a project, schedule a talk, or just say hello...

Use this form, Book a Meeting, email me at or WhatsApp/call on 082 469 4547.


I work with businesses and organisations of all sizes to clarify their purpose, find their voice, understand their customers, and define their goals.


Expressing a company’s personality and values, building a comprehensive and consistent experience that resonates with customers and nurtures lasting relationships.


I help mediate the space between users and the information they need by building intuitive, user-centric interfaces that engage and communicate clearly on all devices.


Creation of information for a defined audience. It involves working out who you want to speak to, and what you want them to do.