What could be more rewarding than helping shape a brand as a designer? Whether it’s a complete rebranding or designing something entirely from scratch, it’s an incredible feeling to know you were there from the very beginning. From that first scribbled idea on a piece of paper to the final, pixel-perfect design the world will eventually see.

But brand design is not just an artistic experiment. It’s the visual translation of a brand’s identity, a thoughtful system that creates recognition and works across all kinds of touchpoints. That’s where we’re grateful for the strategic groundwork laid by our brilliant colleagues at the strategy team. It’s what we call compound, remember? 😊

Example: For Becobra, we first developed a solid strategic foundation and brand story before moving into the visual territory. Once again, the branding emerged from the brand’s core essence.

Inspiration: design is everywhere

Once the strategic lines are drawn, we get to my favorite part: gathering inspiration.
Where we used to open books for inspiration, we now dive into vibrant feeds filled with designs that may or may not have someone’s creative soul poured into them. Pinterest, Behance, Dribbble, to name a few. An endless flow of visual triggers: shapes, illustrations, type and photography.

But with so much ideas comes the paradox: it sometimes feels like everything’s been done before. That’s when I look beyond the obvious. A great concert, an inspiring building, rolling hills, a one-shot series, or a passionate lecture: these are all fertile sources of energy and inspiration.

As long as you align your creative sparks with the strategic backbone, you’re on the right track. Then it’s about exploring, refining, and yes occasionally swearing at your screen, until you reach that magical moment where everything just clicks and you find yourself shouting at your desk: “Yes, this is it!”

Example: With Bocageland, our visual language was directly inspired by nature: flowing lines, gentle curves, seamless transitions.

Design is personal

And then, of course, you hope the rest of the world loves it as much as you do. Design - at least for me - is deeply personal. There’s a reason designers are often “sensitive” about their work and even more about the potential criticism on their work.

You’re part of what you create. Your taste, your quirks and your creative fixations all sneak into your designs. And that’s totally fine, as long as you stay aware of the line between personal style and brand consistency.

Because brand design should always serve the brand. Visually, verbally, even sonically. Branding only truly works when all elements come together into one coherent identity.

In the end

Great design is never just a pretty picture. There’s a whole story behind it. It turns strategy into form, transforms ideas into recognition and contributes to long-term brand value. Knowing that you’ve played a role in that, that’s what makes this job so damn worth it. #proud 😊

Example: For DBV Architecten, we built both the visual and verbal identity on a solid strategic foundation — resulting in a consistent and compelling brand experience.

In an overcrowded marketplace, how do you make your brand truly stand out? A good logo and color palette alone no longer cut it. Strong brands set themselves apart with a solid strategic foundation, from brand values to positioning, shaping how they are seen and remembered. That foundation is what makes the difference between blending in and breaking through.

Start with the brand: build an authentic identity

Great brands start from within, with a clear sense of purpose and belief. Simon Sinek’s Golden Circle still stands: the most successful brands don’t start with what they do or how they do it, but why they do it. That “why” drives their core values and forms the backbone of everything they create: from product to customer experience.

Strong core values create an authentic brand identity, something consumers are increasingly looking for. By communicating these values consistently and transparently, you can earn the trust of new and existing customers. Research even shows that 64% of consumers trust a brand because of shared values.

For clients like Recor Seating and Belform, both furniture makers, we developed distinct identities grounded in their unique missions and target audiences. Belform speaks to a different customer with robust, functional design, while Recor Seating appeals to those seeking the perfect blend of comfort and aesthetics.

Position your brand: claim a place in people’s minds and hearts

Identity alone isn’t enough. A strong brand also needs a clear positioning: a unique space it occupies relative to competitors. Brand perception plays a key role here. It’s not just about price, but also about the emotions, values and experiences you evoke.

Take our work for Het Gerechtshof in Hasselt by developer Kolmont. We built a brand around the idea of quiet luxury, understated elegance that resonated deeply with their audience. The result? 70% of the apartments were sold at launch.

Create recognition: invest in distinctive brand assets (DBA’s)

With your identity and positioning in place, it’s time to translate strategy into visual (and even sonic) brand assets: logos, color palettes, typography and more. These brand assets boost recognition and make sure your story stays consistent across every touchpoint.

Studies show that consistent branding can increase revenue by up to 33%, while color alone can improve brand recognition by as much as 80%. If anything, it confirms the value of a coherent and distinctive visual identity everywhere your brand shows up.

Fresh and familiar

Brand distinction is a balancing act. On the one hand, you need consistency to build recognition. People trust what they already know. On the other, you need to surprise and evolve to stay relevant. Because: those same people are attracted by new things. Authenticity and positioning are the constants that help you manage that paradox, keeping your brand relevant for the long haul.

Ready to level up your brand?

Branding isn’t a cosmetic extra. It’s your strategic foundation of your brand. From clear identity to sharp positioning and consistent brand assets: every piece plays a part in building long-term preference and growth.

Time to lay that foundation?