How I Approach Visual Storytelling
Behind the Brand: How I Approach Visual Storytelling
Every brand tells a story — whether intentionally or not. My work as a designer has always centered around making sure that story is not only intentional, but impossible to ignore.
Start with the Soul, Not the Style
Before diving into color palettes or typefaces, I start with the core. What does this brand believe in? What feeling should it leave behind? Good visual storytelling doesn’t begin in Illustrator — it starts in the brand’s purpose, its pulse.
Translate Emotion into Design
Once I understand the essence, design becomes a tool to translate it. Fonts aren’t just fonts; they’re personality. Color isn’t just aesthetic; it’s emotion. Layouts guide the eye like pacing in a novel. Every decision is part of a narrative that’s felt before it’s read.
Be Consistent, Not Predictable
The challenge is keeping things coherent without falling into visual monotony. A brand should feel like itself everywhere it shows up — but never like it’s on repeat. This is where rhythm, contrast, and intentional variation come in. That’s where the story keeps unfolding.
One Brand, Many Mediums
Whether it’s a pitch deck, social media tile, menu, or packaging — the story stays the same. The medium changes, but the message doesn’t. That’s the thread I aim to preserve through every design touchpoint.
It’s Not Just About Looking Good
Good design turns heads. Great design turns understanding into connection. And that’s what storytelling is really about — making people feel something, remember something, trust something.