How often are you avoiding a purchase because of its colour? After all, it’s a hue you hate! Yes, it’s a strong word, but colours can provide a strong emotional charge.

Just one look through the spread and you are completely aware of the content! Have you ever wondered why different texts are easier to understand? This is what good typesetting is. Letters are legible, titles are visible and the page looks neat and clean.

Remember when someone told you about the arrow in the FedEx logo? You didn’t focus on it in the first place, but when you notice its unobtrusive existence — you can’t unseen it. This is what the negative space is. Since then, we bet you’ve started looking for other clever examples of negative space usage!

Deserted, disconnected and discontent. Consumers are facing these feelings in their everyday lives, and it's no wonder! Technology has taken over and we're losing the human-element in our interactions. Let's combat this with the power of positivity and engagement. Remember, actions speak louder than words.

When building a brand, we usually begin with the attributes of the product or service. First, we ask questions like: "are we high quality?" or "are we durable?" Then, we consider how we can represent the benefits of this through an identity.

Remember, we're dealing with people, from your customers to your team. Yet, so many organisations fail to create a brand that connects with both groups. Like people, we believe branding should have a public and private life. After all, it can be used to motivate and inspire your team. It creates a sense of community and belonging amongst those closest to the organisation.