Brand design has always fascinated me. It's not just about creating a pretty logo or selecting catchy colours — it's about crafting an identity that tells a compelling story. My first foray into brand design was when I helped a local café develop its visual identity. It was a project that challenged me to think beyond aesthetics.

I remember sitting in that café, sketching ideas as I sipped their signature latte. The owner shared stories about how the café came to be: the passion for specialty coffee, the struggle to stand out in a saturated market. It dawned on me that brand design is about capturing those stories and weaving them into visuals that people can connect with.

I spent days researching their target audience, playing with typography, and experimenting with color palettes that resonated with their vibe. It was both nerve-wracking and exhilarating. Seeing my designs printed on their menus and coffee cups made me realize that good brand design isn't just art — it's a bridge between the business and its audience.

Every project since then has deepened my appreciation for the power of brand design. I've learned to listen carefully to my clients, to dig deeper into their stories, and to create designs that do more than just look good — they evoke emotion and spark connection.

If you're just starting out in brand design, my advice is: immerse yourself in the client's world. Go beyond their brief. Understand their history, their audience, and their ambitions. Only then can you create something that truly represents them and helps them grow.