Branding is not the logo. It’s the feeling a company or product gives you. That sense of wanting to belong to something bigger—or smaller. Branding has visuals, sure. But it’s also a compelling narrative, a recognizable tone of voice, a vocabulary, and works its way into all of your senses.

I’ve attended far too many branding workshops fall into one of two camps. Flashy “Here’s your new logo, fonts and colors” theatre. Or slogging through a 70-page PDF full of vague positioning charts that try hard to make the agency look smart. Neither explain the brand and both are frustrating for the client.

Let’s change that.

I’ve worked on over 100 brands helping them understand what their archetype means (or if they even need one), find a tone of voice that sounds like them, create memorable visual collateral, and write a brand story that hits ‘em in the feels.