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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 Design
  • 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
  • Wordpress Care Plans


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

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


Find your voice, understand your customers, and define your goals.


Expressing a company’s personality and values that resonate with customers and nurtures lasting relationships.


Intuitive, user-centric interfaces that engage and communicate clearly on all devices.


Creation of information for a defined audience.