Something unique about working for a marketing agency is that all forms of creativity must be tethered to an objective. Here, art isn’t just expression – it’s precise strategy.

As an artist, at the very least your baseline knowledge of design, color, typography, composition, geometry, white space, aesthetics, trending styles, etc. needs to be top of class. That knowledge is why you’re getting hired. However, good design is only the foundation. You are more than just an artist. You are a marketer, a thinker, a strategist.

Aside from aesthetics, here are a few principles I employ when designing a brand:

Be Memorable

• Solid brand identity achieves recognizability at “first glance.” Many times, brands have limited time, real estate, and budgets to pull off making a name for themselves. Every second counts. This means designs must combine elegant simplicity with complex messaging into a single punchy product. From colors, to the form, to resonating visual themes, designs must stand out. And stand out well.

Think Like a Consumer

• As an artist it may be natural to think about designs from a solely aesthetic perspective. But designers also need to think about how a consumer may be interacting, interpreting, or remembering these designs. Consumers don’t always have an artistic eye. So, if your design is too abstract without being clear in its messaging, or is hard to read, or doesn’t resonate with the target audience, the designer may need to rethink “how can I help my audience appreciate what they’re seeing?” It may mean adjusting, simplifying, or clarifying your vision.

Achieve Multiple Goals

• Good design should be able to juggle multiple things at once with precision. Is your brand identity elegant? Representing the industry well? Standing out against the industry well? Achieving the tone and goals of the client? Easy for other designers to utilize? Good design balances all without blinking an eye.

Designing a brand isn’t only about creativity. It’s about understanding some of the most abstract parts of the human experience and then turning them into concrete products. Good designs are beautiful. But the best designs achieve goals.