I remember that TV commercial that made me laugh so much. I could not tell what the product was, but it was about a boy who…

Who Are You Designing for?

We want to create communication pieces and we want them to look different. That is good for our brand, as long as we don’t forget who we are, the way we talk and what we look like. Our goal is to be ourselves with some novelty. We don’t want to be someone else.

Differentiation makes sense when we can make it our own. When it finds place within the boundaries of our identity. If in our eagerness to be different our personality fades, we will only get new design pieces which the audience won’t be able to identify.

A good exercise to keep focused while we are looking for new ways to communicate is to ask ourselves Who are we designing for? The answer will remind us that we are not doing it for ourselves but for others. And the others are seeing much more than what we see on our screens every single day. Therefore, yes, it is important that our design looks different. But it is also important for our brand that everyone can recognise when the message is ours.

I am a Designer and Consultant, passionate about design, brands, communication… and how they affect our daily life. I am convinced that taking a critical approach to what we do, encourages us to do things better.