Latest Talks Podcast - Ep #26 | Topics: How To Build Your Brand - Strategy - Becoming A Designer.

to the throne from bookcreativity is some some kind of passion. Is it better agency freelancer creative director [Music] roller coaster experience? Okay. Oh, by the way, you practice that. Okay. So, Exactly. Okay. The episode. Fine. Back and forth. had rumors. He he started with a small. So we thought about it for a long time. the lines to the top. My next steps. Okay. [Music] design. Hello [Music] So one of the first ones when I started I would say it was that's when the music went down the drain And so he came to me and I don't remember how it looks. Oh, the choir. So, why it's off? It went off the charts. It's off the charts anymore. did a single but that he didn't uh didn't that was one of my first projects in terms of communicating with a client but by the way I didn't know that okay so in the last few year I would say the last four years okay so passion is music or art I'm passion to the designs Photoshop Photoshop 7.0 Uh system creative cloud is 2022. this logo [Music] in terms of mention in London. Yeah. Yeah. Right. um computer. My parents, everyone was very um supportive of it. Music pet in the back. pets. A farm in the background. Okay. science systems published system. the creative director for magazine was very nice also just to see the environment our work environment experiences in our work environment it was very nice Okay. In terms of design in the music logos, man, the logo versions variations is adaptable. So profile version [Music] GCN. So art director art director/designer which is basically coming up with strategies, concepts, ideas, marketing websites. Um involves the actual production which is actually sitting by computer working in the programs coming up with do the execution actually exporting the files, the sizes and the details, the boring teams. [Music] What's printex? Printex is this over the for episode. I think it used to be called printex, right? Is it print something right in like what they execute and how they work. But they definitely have a good team there. similar directors in the team in a certain way. It's very similar things in terms of the execution team. Okay. And how we do it and that's that's business and by the way is fully focused and like oh I used to be I used to be a lot more involved in terms of very simple and and you get stuff done. I try to get work done. as well. So industry music is some some kind of passion was was that flows through and I I get to express that creativity and it was it was a very um um passionate project wasn't about money. It was something that it's not a brand. We're not making money on this like but something that I can express myself in terms of showing a little bit of creativity business and presenting a certain design or whatever it is unlimited by their project something special the in the boat. We have the back pedals. The back pedals. The worst logo. special effects glass a stained glass effecture with you. That was my first thing. Yeah. That is the edit. What kind of vision was very very focused on the best project like we didn't we didn't take the time change the timing is just beautiful. the town was behind him because it's one of a kind. So it's just endless. Yeah. Did you represent yourself? Did you Did you get to this place where you are now? So design and the marketing advertis like I can say there's out there amazing people in terms of which which is challenging sometimes but it works. Yeah. So in terms of mention alliance mention companies alliance whatever they saw me and noticed me because of it was my personal website and people saw my work portfol So it's a beautiful project. Thank you. So this is in terms of brands word of mouth I did the work. I actually went and did the work. Finally this customer you're ready to show to him sometimes is usually um it comes down to a separate conversation completely right you don't start designing there's a reason for what you do so because it's so simple and powerful you think That's the idea. So the idea is memorable, timeless or whatever. But the idea is by the way I would say 25 years ago. It was very interesting. It's it's a very it's a very creative thing. 16th Avenue. [Music] 15th Avenue. 15th Avenue. 15th Avenue. Okay. question. Sure, no problem. Presentation scrap the project. Okay. And you know the notes foreign color blue instead and it was beautiful. But sort of design, but yet amazing their brand is, you know, is the best direction. is the the information for me when I take I ask questions. So the question that's what I work off, right? So if if you give me something wrong or you change something later that's fine. Say something that business doesn't even know a brand foundation for the company. They said the foundation for our business right. So brand values. This is the fundamentals for our business, right? just for my business just for himself. So what's the process execution? The process is um what I do is usually I try to possible the client which is my business similar special. Special, right? So everyone is special and you have to define that specialty in unique selling points in positioning the target research and discovery marketing which is completely separate from branding slight business. Um but if you have the brand foundation right under the market WhatsApp status the problem is their stores in villion it's not going to work it's not going to bring in the business he needs. He can do it. But it's it's something that always connects back to if you know who you're talking to. And visually visually if you have to connect this market to this market. So this is part of the process and discovery partic how you going to start bringing around all the pieces and elements in the brand the company is not successful whatever they want. A lot of businesses have different um um different ways of looking at the outcome. for the next 10 years. So your answer is but also comes back to the same thing because market everything is very clear. It's out there is some of the positioning and some of the business company and he's not part of it. Okay. So basically the name of the information and the boat of the boat of the communication the the visual part which is the design It's not this guy. You're telling it to face. Yeah. Certain building a brand is a very big investment. I set them up. Exactly. You didn't have any of my previous clients. There's X amount of stuff that you need to do. That's my onboarding team or whatever it is like services but if he doesn't have the best support from the back end foundational it's not going to work. There's no reason for him to do it in terms of sales. in terms of sales or product or whatever it is. from the design. Not just that, there's probably going to be blanks of the brand book. It's empty questions that exactly. And that's a missing puzzle from the P. Something is missing in the puzzle. If if the business takes off, I'll be very happy to talk to you in a few months and see where it is. Whatever. And He was ready, whatever it is, whatever it is you would need to do to start building the business. Um, we're not doing that. Wow. It's It's no people want to invest and people want to build good products. It's not it's not even about the money. And it's not just about the product itself. It's how you're going to market it later. having the back office. So they shine a beautiful product know the bone in the technology part the business to get started a broad question in terms of get getting started right. So to start off I would say you bounce ideas off each other. mostly brands at the websites. Exactly. Never heard that word. Yeah. This is position also positioning this is most design huge it's a huge it's a huge undertaking that's a team that's agency right mention someone to me and I quoted them whatever and they didn't want to take me because they would they they told me but I like how can you execute everything of them so it's not wasn't about the money certain right so for me myself which is it's a very it's a very in the brand align elements and pieces So it's a very very huge thing but to do the website partocuson 3D right to do the renderings in the program right is the the illustration or the art piece that you're getting out of it. Shout out to 3D logo animation. I sent him to you. Correct. The face behind that phone call. Not a light bulb moment. Wow. [Music] I couldn't take the project and wow just as a shout out for 3D animation was it's gorgeous. So, and that's why especially for designers that's that's what's going to build you as a better designer to be able to focus on it. refining the craft, right? So in design, the the the fonts, the the kto, the the texture, inspiration for design, inspiration could come from anywhere. Whatever ideas can just changing the environment, changing the scenery in front of you is going to is going to help someone to become inspired more. [Music] Exactly. like why are you doing what you're doing? Like why? What's the story behind this? the foundation for them. Apart from them questions that's the place that's question sometimes focus of them and it happens and it's normal part everything is says everything is good the client loves everything we did the n the logo the designs the trade company similar to the industry which is it's a very it's it's exhausting but it's part of that that obviously it's it's it depends on the project roller coaster experience and it's part of the process it's part of it sometimes connected to customers al together the best designer. So what I did was in terms of I went level by level which it comes down to networking like the balance whatever um because it's going to give you the experience of a team working with an environment in a professional environment mentioned Especially with mention in business and communication in business. Exactly. So when designer usually I try to say to go to a company level designer of a simple task task based work the manager You get them director director details but task project and I deliver this manage exact instructions instruction I followed instructions detail from the actual design questions you're building yourself up in terms of you know how to do the the the basics or proportions and margins which is a very big deal and and and this is part of honing the craft and knowing and refinement and details the details and the actual messaging and communication the outcome. Right? So, whatever. The next level something is not working. because you're going to start communicating. Right? So if you're doing something, you can have the help of of a junior designer to help you in terms of the production finess or whatever it is. And you teach them more in terms of the refinement in the design, the details. What's the business trying to accomplish? Why are we advertising in terms of beautiful China artwork China design XYZ was a business team. So align on the vision from the company in the design execution was met in the production can the next level. So our direction in in creative direction the customer and the client business can communicate and back to the design team where would you put yourself director recently last last few years. So says titles whatever titles is title it's like it's not about the title it's it's the title in the company alliance as they mention was on top of you have to report to them right so and report so a certain hierarchy in the company was automatically gave him that sense the hierarchy titles. It doesn't matter so much. It's it's part of the top designer director. [Music] Um, so a lot of my work is is mostly the actual strategy actually design chosen The colors, the actual output, the file, the presentations for the client, the client to communicate Um, that's usually my dayto-day between between programs and Google design programs and that's why it's not the project that I think you started. I mean co logo challenge. Exactly. Enlighten us. Everyone remembers that that time was a very very um world was shut down. Shut down like right. Dance man with dance in the number one side. Wow. [Applause] [Laughter] Especially in the design and design team environment which is collaborative. full days in the full days. So connect. So the ide connect us to co somehow. So [Music] mango mango flavor change the logo the actual design. This is the Adobe logo from the design program. So there's the logo for Adobe at homestead home sweet home creative suite like change. So basically like you came up with that idea. community and it was just amazing to see. [Music] It was very I don't I don't know of this. It was a rough time a rough time. At least it was a rough time to entertain ourselves. So it's it the first question usually is not about money and I try to understand a little bit about the brand a little bit of what he's trying to build whatever it is I know specialize in passionate about it to help someone build his brand. If he has money to invest, if he doesn't have money, if he doesn't have, maybe I'm not the person, right? if he doesn't have them enough or he wants to go mention home investors. Um but definitely pricing pricing is a very very tough subject when it came to design. companies a quick poster whatever it is and this is the market and experience behind you to be able to to get there and businesses want that. Businesses want to get people from from cheaper designs from people, right? So they don't want to spend crazy amounts of money on stuff which is it's a very good way for a new designer to come in to charge less and then as you go along you charge more. So the value from the ads they told me they because of the ads they got 30% more in sales. That means the value gave them because they charged whatever it was and title whatever it was. It's the value a designer brings to a project is automatically going to to higher your value in terms of charge. Okay. Right. So maybe you two would do Yeah. So it's it's a business owner. I'm just trying to find the words. Is it better agency? So, so there's definitely a certain prestige professional product because he also you mentioned it. It's about having that team behind you that believes in your product and builds your product and builds your brand team any freelancer with even if he has a name or doesn't have a name it doesn't matter so much but when you have that team behind you the product of value so the brand is so if people look at it like oh GC is automatically mentioned on a certain field oh it is a an authority Another interesting question was company. It's the highest Poland spring established 1824 natural spring water. You try to convince them like to restart the name. What do you do about that? So in terms of the name itself, a lot of times come business rich history behind the name. Usually Y, right? This is GCNY. Get crazy New York. There you go. Get crazy New York. Really? There you go. But nobody knows. Nobody knows. I guess you'll never know before blue dots. So, so whom different types of nom. Usually it really comes down back to the research which is the discovery from the brand the foundation from the brand and and who we are talking to doesn't matter right sometimes a brand if it's a rich rich history if the it's very specific to each situation right so if it's a rich thing behind it got me It depends if if the target audience needs it, right? If the target audience completely different, which it really depends on the challenge. So that's that's the real like behind it. quality the basic name and the me people choose names and and it doesn't do what they needed to do because mentioned like the next flooring lighting in whatever Chinese clean number one lucky Chinese America first get so usually star Hey, and there's still no reason why they shouldn't change it. But this is what the client wants. I'm not going to challenge him. I'm not going to do it. Something is wrong. If the customer doesn't want it something he can present situations, but if he's not going for it, you can't change his mind. Sometimes it just doesn't work. So what's the difference graphic design and art? So this is a gross conversation in terms of it definitely works together but it's very very different in terms of how you look at it art's art is is is what comes to mind when you look you think about art a painting modern art modern Art music is art 100%. So art art is is an expression. It's something that expression it's an expression. Art is any any art form is an expression of something and you can you can you can take it out you can look at it and take something completely different was the creator. [Music] You know what art stands for? a random thing. Yeah. There you go. So this art is an expression. [Music] So design and art is art is an expression of things and design in terms of expression. So apart from the brand the mabota brand is the foundation and do the expression the brand the brand is an expression from something from the brand now brand shape and define the brand so it's it's there's a purpose behind the design it's not just an expression of something random or whatever the the purpose is they design. So it comes back full circle since the foundation the expression was specific message [Music] a beautiful artwork right so expression art but purpose which means that there's an expression behind it exactly so exhibition design and art and obviously it meets it interrelaces in each other interconnect That's when the product comes out. Beautiful. This is Yeah. specific rules in design. This is the rules or the design is art means whatever the art is art a random thing. So the rule is the rule is there rules basically in terms the actual outcome but obviously do trends followed mentions sometimes you want to change it you want to sometimes you don't want to do it because you want to be traditional so the balance of the scales 1 to 10. [Music] There's a lot of different personality. So tone of voice. Tone of voice. You have reached. I didn't reach. You have reached. Yeah. So, this is the Kikna doctor's office in a play group. phone system. [Music] You've reached this play group in a lawyer's office you've reached lawyer whatever. So following the rules is there's obviously the brand rules brand which is a brand guide but followed certain details into the design system but it's essentially the same thing. It's it's it's it puts you in a box of of this is the brand and this is what we're doing in terms of the color the f connecting with each other it's all match the consistency between us is very very important so that's basically the rule but sometimes you break the rules if you needed to add a color sometimes you're going to add that color Those two brands for example brand is round and the max pads for example the pads makes square but the brand is round it really depends on the platform but this is definitely something was design But canvas do certain elements and pieces of the brand screen the the texture creates the the color detail right um the process I'm actually in the production is very messy sometimes for myself in terms of the creativity. I imagine he he feels it. my heart. You guys are nuts. That's good. [Music] But when you make it work, it's such a good feeling. It's the light bulb moment. That's what it's like. push it in to push boundaries. Basic creativity in a certain sense they connect longterm for the brand in terms of long termat. So you start automatically the website you start trying to connect the dots and that's how you start building the in terms of the brand that's a brand identity. So usually elements and that's what's automatically going to create that system. Wow. Beautiful. far the audience the next host the next guest on the show. [Music] So I think we should go to the audience questions that we had and why not? Yeah, I think I think names are a very good thing. So and this is quick answers. I would not consider myself an artist now, but it definitely has that art, right? So, it's creative expression, which is arty and you can draw a lot nicer than me, I think. I've seen your art pieces. It's beautiful competition one day. I don't think so. Okay. Very interesting. So, when should I do then? It's the Photoshop Illustrator in design. Um when it's the vector basically pixel technical question it's a very important question because I've seen it a lot where people use the wrong program the wrong platform the wrong program the product the outcome is in the wrong plots. So when I logo on Photoshop and it's pixelated, it doesn't work. You have to translate to vector from the customer. So vector pixelated. So, so a quick overview. Photoshop is more for pixels and in in and photography editing, manipulation of photos. It's a change in a picture Photoshop. Text and logos in in in in illustrations and icons usually is an illustrator because it's it's a vector file and program which you can scale how big you want. So that's usually what happens there. In design is mea layout. in magazines which is a platform was specialized in the text the background, the visual of Photoshop and bring the text and the logo and information level XD digital platform. for websites, apps and websites print which is photography manipulation. This is certain program and apps and and websites. How do you choose the color for the brand? So foundation research and discovery it's a brand feel from the expression from the brand the visual expression is part from the color color is a very big color philosophy which color philosophy school of color philosophy but colors correlate each with each other blue yellow orange and purple do lilac and Purple colors are endless colors production actual materials right acrylic materials material plastics and the color is part universal code which you have to follow and match up these colors consistency. The kick of the crayons brighter package certain shade. This is purple color. Blue. So that's that's the thing. So the print the problem for the other colors blue blue Google research of 41 shades of blue testing says AB testing whatever it is different colors for different mention color. So 41 colors almost$500 million something of them shade got convert. The problem is color blind graphic design whatever posters boxes. It was disgusting. Washed out. RGB and CMYK. So, a digital color. Red. Okay. CMYK is for the scion. Cyan. Yeah. Magenta. Mhm. C Yellow. And K is the tricky one. Is no black. Black. Black. Yeah. But is the K? Black. Black. Black. Exactly. The end for the black. It's not It's not true. It's black. 100% black. Hello. to do the darkest. The dark probe shadowing the reflection the reflection light the reflection. color mirror. A mirror. The thumbnail for today episode in color and beige. Call me for more graphic design. Sometimes brands change color. So people exactly emotion certain certain brands excitement changed the construction yellow and orange made an exciting color. So the colors certain translation. So sometimes of the product certain colors matching the color. So automatically matching. So the next question is how often do you take breaks? So, so I try to stand up every two hours just for my desk to stretch a little nerve. So, it's very challenging. I'm going for physical therapy. But it's I definitely try to take as much as breaks as I can because it's a food the zone it's a food it's a creative food sometimes. So definitely definitely I try to take every two hours a break as much as possible. Yeah. Very nice. So Frank from the the rabbis question kick off page three guidance consultant design. Okay. Finished. So taste, but it comes down to if it's going to be functional, then it doesn't matter. the ugliest design possible, but if if it's going to work for you and that's what you your brand needs in terms of longterm and short term or whatever it is and short term sometimes sales right especially when we establish a brand as a high-end product. So if you make a sale ad and you make it different ugly refinement and it works for the for the outcome of the next week. So it's upgrade center right certain style certain feel [Music] shifted the market but a brand over the years doesn't matter was the reain type of icons brand but Right. So this team trends I think trends is something that is it's a very big topic. So you don't lose the old certain style brand look upgrade so much in terms of change. It just you want to have that fresh new feel if you're talking to that audience. Sometimes you're talking to the old people audience whatever it is style. So it doesn't matter so much the design of it. department medical center. In closing, we're getting to that point already. Get a message for the listeners, an inspirational message. Okay. Something that you want them to take away from this. Not only people that are looking to be in the design field, anyone, artists, anyone, you as somebody who is is in business and is a a successful businessman, give a message and please look into the camera, talk to your audience. Um is that important? Is certain part obviously to be up to date and marketing current but That's why I came up here and that's why I'm here. Um, and I try to learn new things as much as I can. And I feel that that's something which if you live like that you're going to be much more successful overall. Thank you very much. That was beautiful. Beautiful. Thank you. enjoy them episode. Thanks, comment supporting the podcast. Yeah, I just enjoy it.