Hey, we had a wonderful Q&A session recently at The Athena Network and I thought I’d answer them here along with some other questions I get asked a lot! Do get in contact if you have other questions you’ve always wanted to ask a designer!

When building a site, what platform(s) do you use and work with?

I’ve used many web platforms since I built my first website in the ‘90s! But a few years ago I was introduced to the web / blog / ecommerce platform Squarespace and fell in love with it because ultimately I felt that any of my clients could manage and edit their own Squarespace sites without any techie drama. So now I just specialise in Squarespace websites. Click here to find blog posts about the benefits of Squarespace.

What is a Brand Identity?

Branding is a collection of tools that you can use to visually represent your business in a way that builds trust and recognition. It includes a logo (and usually a selection of sub-logos), and also a colour palette, a typography collection, a tone of voice, a photographic or illustrative style. These ingredients then mean that whatever graphic design recipe you need, e.g. stationery, brochures, a website, packaging, advertising, exhibition materials, social media templates - will have a coherent look and feel.

What is a brand?

I’ll send you over to the part of my website called Bite Sized Branding - you’ll learn all about branding there! A brand identity is just the visual part of a brand - the tip of the iceberg!

Do you have a favourite colour combo?

Oooooh tricky! I have a favourite colour range, (vibrant jewel-tones)! But my absolute favourite colour would change day-to-day. … Today it is Teal!

What's the key to a powerful brand image?

… The ‘feels’!

Gaining clarity on how you want your customers to feel is the key to an elevated brand. I can create a visual brand style unique to your business, so that your brand sends out the right vibes to the right people.

Where do you get design inspiration from?

… So many places!

The High Street is pretty inspiring, (especially the most spendy or cool streets and arcades in cities) because you can see how the large or artisanal brands are promoting themselves. And those that make a wonderful job of their window displays (like Selfridges) or food halls (like F&M) are a creative goldmine.

Galleries and museums, are super useful whether looking for historical, modern or cultural inspiration.

I own sooooo many books - not just on graphic design, but books and magazines on art, fashion, architecture, interior, floral and jewellery design. They are a great place to see colour schemes and other creative references.

Online e.g. Instagram, Pinterest, and e-commerce sites such as Amara, Luxdeco and Liberty.

But mainly, outside in the garden or elsewhere in the natural world. Nature uses colour and composition better than any of us!

Do you offer a review of people's branding for someone that might love what they have, but want to check it conveys the right message?

Yes I do! I offer a power-hour style Brainstorm Session which can be booked here. Analysis of current branding and the messages it conveys is a great use of a Brainstorm hour!

Do you help with automation of a course on a website?

Yes! new for 2023 Squarespace now has course functionality built-in! Ask me about it if you hve any questions!

Can you work with a current logo to refresh it, rather than a full rebrand?

Yes, a brand evolution is right for lots of businesses - sometimes there’s real strength in bringing a recognisable element along into the new branding so that existing clients still know and trust you.

Do I need to have an idea of what I'm after or is it best to start with a clear slate?

Either is fine, as we will really go deep into details of the USP and ideal clients before I put coloured pen to paper. If you want to prepare something before employing a designer, putting time into getting clarity on who your ideal clients are would be the most beneficial thing, as they are the client I’m ultimately designing a brand for. Colours and graphic styles come after this clarity, not before.

How do you help clients with their branding first?

The first thing I help with is finding clarity on:

• the brand values of the business

• who the business is aimed at, and

• how the business wants these ideal clients to feel

During the design phase, I keep these aims in mind to create a branding design that ticks all the boxes. A truly tailored approach!

Do you have day rates or fixed price packages?

Both! I’ve created some fixed price packages for both branding and web design. Most of my clients still choose to go down the hourly rate route, however the packages give them a good idea of the budgets and costs involved. I have a whizzy app on my Mac that times me project-to-project, so I charge accurately in 15 minute increments.

What is the different between branding design and graphic design?

Graphic design is the art of using layout, hierarchy, imagery, typography and communication skills to make a product, service, data or call to action both look lovely and be easy to understand. It is problem solving.

Branding design is the art of using all of the above to evoke an emotional response in the right people.

How long should a brand identity last?

5-10 years if it has been designed strategically. Elements of the brand will be updated along the way to suit seasons or events, (particularly as your business evolves), but your logo should stand the test of time, which is why investing in a proper branding strategy reaps huge rewards.