Design should be smart

Bringing your brand to life is an opportunity to utilize design as a tool to communicate more effectively instead of just trying to look good.  We love good eye candy when we see it, but not at the expense of losing the message or purpose.

Here are three pointers for sticking to smart design:

Addition by subtraction

Always ask, does that element need to be there? Don’t make your audience work to understand what’s being communicated. Keeping designs clean and focused is kind to your audience.

Catalogue design for Island Stone prioritizes Pinterest-worthy install photography along with color and sizing options.

Design is communication

The point of good design is to communicate! What is the copy really saying? What do you want the audience to feel when they read it? How can we use design to do that quickly? (see point above about keeping designs simple too).

Timely ads for Beach Haven articulate a clear message both visually and verbally.

Uniqueness through concept

What is the concept? How can you show it with visuals? Push past your first, second, and third idea because the first ideas that surface will be techniques you’ve seen before. Breaking out of what’s expected will make your work stand out.

PR firm BAM Communications lives by the idea that “stories move the world, we move stories forward.” By repurposing mockup kits used in the design industry, we created custom conceptual art that marries the lust of success with a sense of tangible results.

Finally, don’t forget to collaborate along the way. Share early and often, and don’t let your ego get in the way. You’ll find that clients are creative too, and want to be part of the process!

Know that design could work smarter for your brand, but don’t know where to begin? Reach out!

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We care deeply about sustainability branding, graphic design, industry trends, company culture, and more. Dive into the minds of our team on the Four Fin blog, The Deep End.

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Chiao Huang

Chiao Huang

Brand Designer

Crafting unique experiences through design.

Enneagram:

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Positive Attitude & Go Getter
Theme song:

Freedom

Kygo
  •  I grew up in a scuba diving family. I cried underwater when I failed my test when I was 10. Getting water out of your mask is one of the test categories. Yes, I got my license in the end.
    • I used to train to ride horses. One time, I got stepped on by a horse and I screamed, but forgot to push it away. My toe was ok tho.
    • Used to want to be a fine art artist but instead doing murals as side hustle nowadays.

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Emma O'Regan

Emma O'Regan

Graphic Designer

Turns clients’ visions into designs that are creative, cohesive and compelling while keeping all the little details in mind.

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Caring & Methodical
Theme song:

This Must Be the Place

Talking Heads
  • Gets excited about nicely designed labels, cheap sunglasses, and new book smell
  • Youngest of 3, with a big gap between the oldest and me, my go-to revenge was stealing one shoe. Not the pair, just one.
  • Drawn to design because of the power in visual communication

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