How your brand tells a story
By Christine Goodrich
As a creative professional, I am approached by clients to bring their brand to life through visual identity and aesthetics. And this is always so much more than producing a logo or corresponding elements that are “pretty” or appealing to the eye. Our team always takes a step back and asks ourselves “How are we going to tell this brand’s story in its entirety?”
That’s why before any creative concepts are started, we go on a journey with our client to fully understand and articulate their story: We want to know about their roots, what got them into their line of business, what their long-term dreams are, and most importantly–who their people are. Obtaining all of these pertinent details will guide us to formulate a brand that tells the right story that will resonate with the right audience.
Comprehensive and considered, your brand should be curated with purpose. Every small detail of a brand can make a world of difference—from typography selections to color theory implementation—as these touchpoints shape the way people react to your brand and convey your overall story.
Christine Goodrich
I had the pleasure of working with Story Changes Culture’s founder Jennifer Cloer on bringing the SCCMC brand to life and knew this specific brand must tell the right story–because amplifying stories IS what they do.
After learning more about Jennifer’s goals and aspirations for the SCCMC brand, we went through multiple rounds of concepts until we found one that hit the mark. We knew we wanted the Story Changes Culture brand to be personal, approachable and creative with a touch modern-tech flare. Incorporating colors such as a bold, honest navy blue, pops of creatively charged orange tones and neutral, soft greys, we knew we had created a palette that had meaning behind each color choice. The brand’s integrated hand painted textures are all different in their individual forms. This element to me is also like one’s story–uniquely curated and unlike anyone else's. Pulling in all of our details full-circle, we selected a professional yet modern serif typeface as the brand’s hero within their primary logo and added in an accent of a handwritten script to add to the personal, human feel of the brand. Until you really dissect a brand, you never realize how every small detail tells a part of their personal story and how important every one of these decisions truly are.
“Until you really dissect a brand, you never realize how every small detail tells a part of their personal story and how important every one of these decisions truly are.”
By embracing the power of brand storytelling and using a narrative to connect your brand to your audience, you reassert what your brand ultimately stands for—shaping core values and your overall mission—while sharing your journey with your consumers. I couldn’t be more thrilled to be a part of Story Changes Culture’s legacy and their work to share stories that shape our world, as I know how impactful these messages are.
Christine is the Owner + Founder of Kona Made