During brand discovery, the client answers a series of questions about their mission and company values which the designer uses to produce myriad design directions. A visual identity (or brand) will take shape and eventually form somewhere between the client’s personal investment and the designer’s professional objectivity. When designers are tasked with creating their own brand, a challenge arises: how can one remain objective when the designer and client are one and the same?
I certainly was not immune to the situation, it was only yesterday that I created my visual identity after working as a designer for 12 years.