A brand design I did for a friends small business a couple of years back but never got around sharing it.
Recently, with the increase in the use of AI and the proliferation of digital tools, I feel the need to share some of my core graphic design work.
As much as I love to use AI, and technology in general, and advocate the same to my students, what’s very important is to realise its impact, benefits or not and how these DIY designs impact business and at the end of the day are ‘shortcuts to mediocrity.’
In today’s competitive business landscape, brand design is far more than just a logo or a colour scheme. It’s the heart of your company’s identity—the first thing customers notice, and often the deciding factor in whether they choose to engage with you or move on to a competitor. Yet, many small business owners make the mistake of undervaluing this essential element, opting for the cheapest, quickest solutions available. They might turn to AI-generated designs or free templates in an attempt to save money and time. But here’s the truth: while these shortcuts might seem convenient, they are ultimately shortcuts to mediocrity.
A brand isn’t just about visuals; it’s about communicating the values, personality, and quality that your business offers. It tells your story in a way that resonates with your audience and sets you apart from competitors. AI, as powerful as it is, doesn’t know your business or your story. It operates based on algorithms, spitting out designs that might look nice on the surface but lack depth and strategy. A professional designer, takes the time to understand your vision, your audience, and your market. They create designs that not only look good but are rooted in strategy—designs that capture the essence of your business and communicate it effectively to your customers.
When you opt for a template or a DIY logo, you’re essentially buying something that hundreds, if not thousands, of other businesses might also be using. It lacks originality. In an overcrowded market, the last thing you want is to blend in. Your brand needs to be distinct – a professional designer gives you that uniqueness, creating custom work that reflects the individuality of your business. It’s not just about standing out visually—it’s about standing out in the minds of your customers as a trustworthy, professional business that takes itself seriously – professional design establishes credibility. It shows that you care about the details, that you’ve invested in your business, and that you take your customers’ experience seriously.
Your brand is one of your most valuable business assets—don’t treat it as an afterthought. Because in the end, “good enough” is never good enough for a brand that’s serious about its future.
IBM’s former CEO, Thomas J. Watson Jr., in the 1960’s understood this, when most businesses did not. He is famously know for his saying, “Good design is good business.” He understood that design isn’t just about aesthetics—it’s about solving problems and creating value. Watson believed that strong design is essential for businesses to thrive, as it helps communicate a company’s vision clearly, builds trust, and enhances the overall customer experience. By making design a priority, businesses can set themselves apart in competitive markets, drive engagement, and ultimately achieve better financial results. Watson’s philosophy highlights the importance of design as a strategic tool for long-term business success.
Check out the complete project –
BEEZ FOOD POP-UP
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