The subtle art of leaving almost everything behind
People ask me how to get a brand that will stand out more and attract more customers. I'll tell you why and how I build a mark leaving almost everything behind, considering only the essentials, to generate value to my clients and their audience.
I just said "Ok, I'll do it!"
I believed that saying "yes" to everything was the right job to do, and that everything had to be done. So I spoiled what was really essential in an undisciplined quest for more. In this process, I lost the ability to discern the vital few from the trivial many. This left me exhausted and deeply unhappy.
Until one day, I decided to end it
This relation could not be healthy. It sounded strange and almost offensive, but the day to say "no" had come. And that "no" was born out of a deep conviction of choice. I had the choice of where to spend my time and energy the way I wanted to, and to be able to embrace only what I believed in, walk through the process I trusted, solve real problems and then give a unique form.
The principle that changes everything
Working as an entrepreneur for 20 years, I learned that "God is in the details" and that "less is better". I have incorporated this essentialist vision into my personal and professional life, adopting a style that carries simplicity and functionality for the brands I work with. A principle for getting a great brand is an uncomplicated design in its form. A brand with too much detail and loaded with information makes it difficult to understand, recognize and differentiate. The search then goes through downsizing, removing extraneous elements, details and embellishments and keeping everything that is absolutely necessary for the brand to be strong, vibrant and differentiated. Simplicity will ensure that this brand is seen consistently wherever it appears. And it works, but I have to say "no" many times.
I'm ready to choose
Today, I choose the things I want to do, just the few things that really matter. I choose carefully where to put my time and energy to develop a concept and a form, with joy in the journey. When I don't identify with the purpose, I'm out. I don't do more things in less time. Not a few things to save. And I do what has to be done.
Here's how I can help you
I'm not going to represent everything your company does or what your brand offers with my design. It's not that I'm trying not to say too much, but just the essential. I will identify your brand strongly and clearly. I will help your brand to be recognized, remembered and desired by your audience. My design serves a purpose, with ideas, concepts and structures.
My goal is a simple, powerful and functional identity creation, with a clean, technical and restrained style, to communicate your brand essence, and breathe new life into companies with little interest in design. We carry out collaborative strategy work, but form is my business: it is non-negotiable. In another words: our strategy, my geometry!