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Colouring in for a living

I’ve often been told that I ‘do colouring in for a living,’ and while I love that term, there’s much more to it than simply staying within the lines. The real challenge lies in transforming a brand strategy into a compelling visual concept that truly captures its essence and purpose.

Colouring In

Let’s delve into what it really takes to achieve this and what to look for when choosing a brand designer or branding agency.

First impressions are crucial in the sales process for any brand. If the look and feel aren’t right, potential customers can be turned off in just a few seconds.

So, how do you trust a brand designer to get it right for you?

First, a designer must bring a high level of skill and style to the table. But how do you assess that if you’re not a designer yourself? Here are a few key considerations to help you make that judgment:

  1. Has the designer had any formal training?
  2. Look at their previous clients—do they align with your business?
  3. Can the agency adapt to different industries? A good designer should be able to work according to the brief, not just replicate the same style for every project.
  4. How strong is their own branding?
  5. Does the designer conduct enough research before presenting their ideas?
  6. Can the designer articulate the reasoning behind every detail of the design? “Because it looks good” isn’t a sufficient explanation.
  7. How unique is their work?
  8. How much do they know about typography, colour, shape, and composition?
  9. How creative are they?
  10. Is there a strong concept or idea behind the design?
  11. Do they genuinely love what they do?

Getting the process right as a designer is intensive. Discussions about purpose, values, target audiences, and competitors need to happen before any ideas are put down on paper. Detailed research should justify the visual solution, which should make sense when the final masterpiece is revealed. Only then can you rely on your instinct: Does it feel right based on your experience and understanding of the industry? Does it have character? Is it memorable? Is the positioning well-considered? Does it reflect the feeling you have for your business? And this is just scratching the surface!

So, while I love ‘colouring in,’ I much prefer it when it makes complete business sense.

Feel free to reach out if you need more branding advice.

Piero Barba

Brand Designer

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