Psychology-Driven Brand Design. Creating and Refining Remarkable Brand Identities.

Nyla Smith

Brand Archetypes — Meet the Hero

The courageous triumph over adversity is the defining characteristic of the Hero archetype. Finding deep satisfaction, exhilaration, and purpose in this feat, the Hero archetype displays great tenacity to achieve it, with a “never give up” attitude. We’ve all been inspired — or saved — by a hero… where would we be without them?

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Brand Archetypes — Meet the Lover

Intimacy and connection — no man is an island. People want to feel special and Lover brands exist to meet this need. In this journey we call life, what’s love got to do with it? Everything.

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Brand Archetypes — Meet the Creator

Seemingly oxymoronic by nature, the Creator archetype desires freedom while at the same time deeply motivated by control. Hanging in this delicate balance, we find visionary and innovative brands that value imagination and self-expression, particularly in the fields of the arts, design, marketing, and technology.

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“Q” is for: QR Code

QR codes are soooo 2011. The QR code has been declared dead over and over again, but was it ever really alive? Let’s take a closer look at this misunderstood technology and you can decide for yourself.

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Brand Archetypes — Meet the Sage

What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype.

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Brand Archetypes — Meet the Caregiver

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands which aim to nurture or serve others, from healthcare, to nonprofit, to hospitality industries.

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Brand Archetypes — Meet the Innocent

The cute kid, the dreamer, the optimist, the do-gooder. What do they all have in common? They are manifestations of the Innocent brand archetype, used by corporations to speak to two often unmet needs in our fast-paced, hectic lives – simplicity and happiness.

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“P” is for: Pantone 2016 Color(s) of the Year!

For the first time ever, Pantone’s Color of the Year is a duo. That’s right, the color for 2016 is actually two — Rose Quartz and Serenity. Another notable “first” is that it represents a departure from the usual bold rich color typically given this honor, being the first pastel shades in a decade. This is quite a shift from the norm — what does it mean?

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“O” is for Offset Printing

I remember quite distinctly a time back in 2004, when this thing called ‘digital printing’ was scoffed at by ‘real’ designers. It was cheap and produced inferior results as compared to traditional offset printing. Well now it’s almost 2016 and technology has come a long way. Is offset printing still the best way to print?

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“M” is for: Monochromatic (One is the Loveliest Color)

It was September of 1965 when the color television revolution changed the world. Programming previously watched in shades of gray was now bursting in full color for all to see! It’s understandable that we are drawn to color; we equate it with life and vibrancy. So when I tell you that monochromatic has merits, don’t tune me out just yet!

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Why SEO is a Partnership

Search Engine Optimization (SEO) encompasses a lot. Like a big mutant octopus with too many arms to count, SEO’s various components can seem overwhelming at times. Don’t be intimidated! There are easy things that you as a website owner should and can do to help your site rise in the rankings.

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Is Your Website Ready for a Record-Breaking Black Friday?

If you own a business that sells products online, you’ve got exactly one month to get your website ready for Black Friday. So before the ghosts and princesses start knocking at your door this weekend, grab a handful of those fun-size Snickers for yourself and take a look at your business website. Is it ready for the impending virtual rush?

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“L” is for: Landing Page

Landing pages should be part of any online marketing strategy. They are an integral part of the sales/lead generation process. Learn why a website isn’t enough and why you need landing pages to truly be successful in selling.

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“K” is for: Kerning

Let me let you in on a little trick of professional graphic designers. This little last-minute tweak can make a huge difference—and it’s a key factor separating the amateurs from the experts.

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“J” is for: Joy

As we make our way through the ABC’s of marketing and design terminology, you wouldn’t naturally assume that “joy” would be on that list. But it is, for two reasons, and let me tell you what they are.

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