How to Work with an Agency and an Overview of the Branding Process / November 28, 2022 by Anastasia Salazar

If you haven’t worked with a branding agency before, the world of lingo surrounding the branding process might feel a bit daunting. Aside from speaking the same language, it’s also a good idea to learn a bit about the overall process so that you can make sure to choose the best agency for your job. Before you jump in with both feet to get started on branding your business, we’ve got a big-picture guide to make sure your experience with the branding agency is a smooth one.

What to Prepare

While the work of the branding agency is to help you figure out creative ways to communicate your brand’s identity, it helps to have a general idea of what you hope to achieve. Think big-picture goals, inspiration, and important deliverables you wish to have at the end of the process. Are you looking to promote a particular product? Does social media play a big part in your marketing strategy? Don’t worry if your ideas feel a little half-baked, a good branding agency will help you figure out the details to get to the finish line.

Knowing Your Needs

The type of relationship you seek with a branding agency depends on the type of project or projects you have in mind. Before you start looking for the right branding agency, you should take a moment to confirm what kind of support you need:

Project-to-Project: You’re seeking out some help for one specific project. Maybe you’re establishing a new company and need to develop your brand guidelines and strategy. Or you might be looking to give your company a badly needed rebrand. You might also be a well-established brand looking to create some marketing collateral. For these instances, you might seek out a project-to-project relationship with the right branding agency.
Retainer: Maybe you have branding needs that come up on a semi-regular basis, more often than the one-off projects mentioned above. In this case, you might choose to have a branding agency on call to support you for a set number of hours a month.
Subcontractor: You may choose to have a copywriter or designer through a branding agency, contracted as part of the company’s team. This is a good option if you have daily needs but aren’t quite prepared to bring a full-time employee on board.
Long Term: The most ideal route is to build a relationship with a branding agency long term. With this established relationship, you avoid all the wasted time onboarding a branding agency each time you have branding needs. The branding agency becomes a member of your team that understands your company and its needs without having to start from zero with each new project. Keep in mind that you can work with a branding agency long term on a project-to-project, retainer, or subcontractor basis.

The Search for the Right Agency

So you have a project and you know what kind of relationship you want to establish with the branding agency. But with countless branding agencies producing impressive work, how do you find the right one? Here are a few factors to support your process of elimination:

Capabilities: First and foremost, take some time to review the agency’s work. If you’re looking for branding work that’s rebellious and grungy, it makes good sense to avoid working with an agency known for its clean, modern, and minimalist style. Check that the branding agency is capable of producing the work you need. Don’t assume that a branding agency will help you redesign your website through the rebranding process. They very well might, but knowing for sure can help you avoid surprises after the rebrand is complete.
Working Style: How do you communicate? Save reading each other’s minds, branding work always requires feedback and collaboration. So figuring out whether you prefer email, calls, or video calls ahead of time is wise. You should also consider your expectation on update frequency. Do you expect frequent updates and check-ins with each sketch? Or do you want an update when you have a more finessed draft of the project? Decide beforehand to avoid a bumpy process.

The Branding Process

Before jumping into the branding process, here’s a general overview of what it all looks like. While the timeline will of course depend on the type of project, size of the project, and more, an important consideration is that it takes cooperation from both parties. The branding agency must stick to the set deadlines, and the company too will have to provide feedback promptly in order for the agency to get to work. Here are the stages of branding:

Research and Discovery: This crucial phase allows the branding agency to learn all about your company. This is where you share who you are, your history, your present, and your aspirations. The branding agency will ask about your target audience, your competitors, and your style. A successful conversation here allows for a beautiful roadmap for the branding process ahead.
Initial Directions: Considering the information from the discovery call, the branding agency will pull out key patterns and traits. After establishing initial visual concepts, you and the branding agency will decide on one direction that best meets your goals.
Guidelines: At this exciting stage is where the ideas begin to solidify into visual assets around a solid concept. The typography, color, and graphic style palettes form a big shining brand book of guidelines, laying out the basics of your brand identity. The guidelines also detail the style rules and messaging to ensure that all this work stays consistent throughout assets and content.
Implementation: Using the carefully compiled guidelines, the agency will now produce complete deliverables.
Revisions: Nothing is perfect from the beginning, and the branding process is no exception. The number of revision rounds should be set before you start the project, and you should expect to pay extra if you go over this amount. At this stage, you’ll likely be requesting minor tweaks to components such as color and copy. It’s also possible that a big revision, like a layout change occurs, but this is not recommended so late in the game.
Handoff: Finally, you get to see the fruits of both of your labors. With the final deliverables in tow, you’ll have a meeting with the branding agency to talk through everything. Most importantly, you’ll discuss how to use everything so that you can make the most out of your brand new deliverables.

For a real-life example of the entire process, look no further than our work for YOGO’s rebrand.

Helpful Vocab

If you’re feeling a bit overwhelmed by the lingo, you’re definitely not alone. Once you get immersed in the branding process, the words will come naturally. Here are some helpful words to move you right along:

Deliverable: The final files you’re given from the agency. This might be the name of your brand new business, a social media template, or your logo.
Asset: The building blocks that make up your deliverables. Think photos, icons, or illustrations. While they are part of the deliverable, they are not the final product.
White space: The blank space between elements in a composition.
Concept: The overarching idea around your branding. Think of phrases that represent your brand’s unique identity, goals, and purpose.
Brand identity: The visual parts of your brand.
Brand messaging: The written parts of your brand.
Brand strategy: The road map for your brand that isn’t seen by the larger public. Your brand strategy includes your brand’s positioning, purpose, and vision.
Brand guidelines: The finalized document where all that new branding work is housed. Not only do the guidelines contain all the deliverables, but they also lay out the rules around using those deliverables.

Talking It Out

The theme is loud and clear: communication is key. Learning which project management platform is best, or how feedback will take place are all factors in creating a smooth branding process between you and the agency. If you communicate your hopes and dreams in a clear way with plenty of context and details, you’re on your way to achieving your goals with the right branding agency by your side.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Rebrand Roundup: Inspiration from Company Rebranding Examples / October 17, 2022 by Anastasia Salazar

A rebrand is serious business. You must do the hard work of starting with an audit and planning your next moves carefully with the right partner by your side.

It requires thoughtful consideration of the desired brand identity, messaging, positioning and how it’s all executed. If this sounds like a lot, the good news is that when done correctly, you can push the refresh button on your brand in just the way you wanted. If you’re wondering what the end results might look like once the work is done, we’ve got a few company rebranding examples to paint the picture. Here are some rebrands to learn from.

Tabasco

When you consider the iconic status of The Hot Sauce, Tabasco presents a challenge that is entirely unique among our company rebranding examples. The packaging of Tabasco is an immediately recognizable one, having remained constant since 1927. With its classic diamond label and red tops, the bottle has a look that is well-loved and famously recognized.

Breathing fresh air into the design while keeping the recognizable brand intact, Mrs&Mr struck the balance of striking design and tradition. Rather than reinventing a beautiful logo, the color palette and typography were given a subtle bright and modern revamp, bringing a vibrance that spoke to their tagline of “light things up.”

The rebrand came with a flexible visual system of the bottle in and against various hand-drawn illustrations, high-contrast photos, and bold backgrounds, all bringing excitement akin to the exciting flavors of Tabasco. With such vibrant visual features, you could practically taste the synergy of Tabasco with a variety of foods. Key in all of this was that Tabasco remained mindful of its identity as a food company. All the improvements maintained an appetizing and clean aesthetic, even with some of the modern, and at times, grungier backgrounds.

Meta

Introducing a merging of apps and the rise of the metaverse, Meta came to be in 2021. Bringing Facebook, Instagram, Whatsapp, Oculus, and more under one metaverse-led roof, the new brand was meant to connect online experiences to the physical world. Moving beyond Facebook into realms of VR (virtual reality) with Oculus among other acquisitions, the rebrand was strategically necessary.

With the modern consumer being concerned with data privacy and invasiveness of technology, however, the introduction of Meta was a touchy task. In a video that did little to soften and reassure consumers of the positive aspects of the metaverse, Zuckerberg presented stiff and awkward. Beyond dragging on for more than an hour, the video was not successful in finding the middle ground between cutting-edge and approachable. Ultimately, the storytelling fell short of Meta’s ambitious goals.

While the video storytelling overall felt a bit impersonal, some of the benefits of Meta were called out in the video, such as bringing intimacy between parents and children calling from afar, and the feeling of being in the room with your colleagues during virtual meetings.

Meta is among the company rebranding examples that teaches us some of the things to avoid in a rebrand. Ultimately, its visual identity fell a bit flat in comparison to its desired positioning at the forefront of the “next chapter for the internet.” With the underwhelming flat logo, and blue gradients and geometric shapes used in the branding of many tech companies, it was less than exciting for the trailblazing vision it hoped to convey.

Ketchup or Makeup

Mschf, an art collective that sells ideas more than the products themselves, teamed up with Rihanna’s Fenty Beauty to create a campaign called Ketchup or Makeup. With both Rihanna and Mschf fostering a love for, well, mischief, the collaboration boosted the spirit of the two entities in an entirely avant garde way. Although this isn’t a rebranding per se, this co-branding between Fenty and Heinz demonstrated the exponential power of two companies with similar vision.

The Ketchup or Makeup product was succinctly named, as consumers were meant to buy a mystery box of 6 packets containing ketchup or Fenty Beauty’s Gloss Bomb. With a playful twist on the classic Heinz ketchup packets, the consumer was made to think about two entirely different products in a simultaneously connected and separate way. Immediately from the landing page, the consumer was faced with the push and pull of the two entities in the split screen and sleek design. By turning the ideas of ketchup and lip gloss on their heads, the resulting concept dug deeper than sales.

Even though the product was more of an artful experience than the sum of its parts, the website clearly explained what you got with a purchase (an action that was also clearly displayed with a “buy” button), showing the box, the packets, and its contents. The result was an entirely unique experience/product with endless potential for starting conversations and growing into a social experience among friends.

The Takeaway

Exciting as a rebrand may be, it’s a hefty task pivoting the direction of your company. It goes beyond finding the right typography or logo, and into the business of conveying that big shining idea that brought you here in the first place. Here are some lessons from this rebrand roundup:

Tabasco: When you’ve got good bones, work with them. No need to start from zero just because you’re rebranding.
Meta: Playing it too safe can be counterproductive to your big, bold ideas!
Ketchup or Makeup: Explore those creative, playful, and unconventional concepts. They can pay off big time.

With the right rebranding inspiration from real company rebranding examples, you’re well on your way to get that special idea of yours across.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Important Advice on Branding for Startups / September 13, 2022 by Anastasia Salazar

You may already know why branding leads to powerful results for any company. Top-notch branding can cultivate a community, differentiate your company, and build credibility, among other benefits.

And you guessed it–branding for startups is just as crucial, if not more so. You’ve got a lot on the line as the new kid in the industry with a lot to prove. Because of the unique landscape, branding for startups requires a careful consideration of the complex and endlessly exciting entity that is the startup.

Why Branding for Startups Takes Special Care

You’ll hardly encounter a dull day at the office when you work at a startup. A constantly changing company with many special considerations, its branding is no exception. Here are some of the factors that influence branding work for a startup:

The Importance of Differentiation
A startup hasn’t yet established a fan base. Because of this, branding for startups must effectively showcase their unique personality. Demonstrating their unique value propositions is crucial for startups early on as they need to stand out to new consumers and investors in order to survive.

Building Trust and Credibility
Related to the last point, startups haven’t established a loyal consumer base yet. People likely don’t know who you are, or what your company is about. Using branding as a way to establish trust and credibility is essential to your continued growth.

The Need for Speed
Things move quickly at a startup. Not only is there pressure to prove their worth to investors, startups must differentiate swiftly in order to survive among many other competitors. This means startups also have less time for a long branding process.

Constant Evolving
Part of the excitement of startups is that they are never at a standstill. Ever-changing products, goals, and needs are reflected in branding as well. While the company may not need a complete rebrand, branding for startups will likely require a refresh in 2 to 3 years as it morphs through its various stages.

How to Succeed in Startup Branding

With all the pressure of being a new company with limited resources and big goals, there’s no shortage of things to do for a startup. In some ways, branding might feel like just a bonus project for which you never have the time. But branding is exactly the key to bringing your company to new heights, and it can all be done efficiently if you keep these pillars in mind:

Start with Branding
So you want to give your startup a leg up from the get go? Investing in branding from the very beginning is a great step to take. When you brand on an asset-by-asset basis, you’re missing the opportunity to gain momentum as a well-recognized and well-loved company through consistent branding. Not only that, you’re losing precious time and energy crafting individual assets rather than working from clear brand guidelines.

Our Example: Echelon Coaching (Full project coming soon!)
A startup with a new take on agile, Echelon Coaching sought to bring a flexible, relationship-based, and compassionate perspective to systems and leadership coaching. Starting with branding first, this small but mighty startup needed a plan that fit their one-person company. Echelon’s brand guidelines were made easy to follow. We worked with platforms the client was comfortable with so they could easily edit their website, social media templates and deck design. We also sourced a library of low-cost, yet still compelling, stock photography so that consistent branding and fresh visuals was always at their fingertips.

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Create Flexible Templates
Time is money, and this is especially true at a startup as many members are busy wearing multiple hats. To save on precious time and to ensure that assets stay consistent, deliverables should be simple to implement, encouraging consistency across experience levels or areas of expertise. This means limiting personalization and customization in design elements, and opting instead for flexible templates that can easily be adapted to create fresh content while remaining consistent.

Our Example: Vessel Health
Vessel is a startup on a mission to promote health through easy nutrition tracking at home. By creating three versatile layouts as a template for marketing collateral, all deliverables were able to present a fresh take without much extra effort. The layouts featured staggered typography, a nutrient list, and the Vessel logo, which could easily be changed by updating the photo and copy. Vessel Health’s marketing posters featured their iconic natural, minimal, candid, and optimistic feel, without reinventing the wheel with each asset.

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Enlist a Brand Gatekeeper
With the quickly changing nature of a startup, your hard work on branding for startups could go by the wayside if you’re not paying attention. Choosing one person to be in charge of the brand gatekeeping can make sure that someone always has eyes on branding consistency. This individual should also keep a record of when, how, and by whom the branding guidelines were last updated.

Get All Team Members on Board
Staying on brand is a collective task. Although it’s always helpful to put someone in charge of making sure brand guidelines are being followed, everyone should be well aware of what assets look and sound like. In the very least, all members should be aware of what the logo looks like (the minimum size and the clear space), the 2 main colors in the palette, the typefaces being used, the mission, values, and the brand personality.

A Word of Caution
In the spirit of thoughtful branding, it is best to recruit designers that understand your brand and want to grow with it. Going through competition-based platforms such as Fiverr and 99designs might seem like a cheaper and quicker route, but often result in designs that feel rushed. Taking a little bit of time, energy, and resources to invest in branding upfront will benefit your company in the long-run.

The World as Your Oyster

Startups are exciting, changing, and transforming companies with plenty of room for growth, and branding can be the solution to take your newly blossoming company to the next level. By giving your startup some branding love from the beginning and taking steps to keep that branding intact, you can give your company the best chance of being noticed, trusted, and thriving.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How Solid Branding Leads to Successful Marketing Campaigns / August 8, 2022 by Anastasia Salazar

When we see successful marketing campaigns it might seem hard to pin down exactly why they’re successful. Even though we might think of branding as a logo or color palette and marketing as social media or an email newsletter, it’s not really a comparison between branding vs marketing. A successful marketing campaign that exceeds expectations is one that strikes synergy between branding and marketing.

In order for branding and marketing campaigns to work together, we can’t forget about consistency. When successful marketing campaigns adhere to clearly defined brand guidelines, the result is a highly recognized brand and all the benefits that come with it (sales, customer loyalty, and differentiation to name a few!). Read on for real examples showing the importance of branding in marketing.

Examples of Branding and Successful Marketing Campaign Synergy

Amazing marketing strategy is hardly going to make a difference if your branding doesn’t provide a clear roadmap. Starting out with crystal clear branding leads to real successful marketing campaign results. Here are some real examples of a beautifully supportive relationship between branding and marketing:

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Slack

With the rebrand in 2019, the work communication platform wanted to emphasize their “simplicity and ease of use.” Their visual system that was colorful yet professional, the marketing collateral reflected the brand’s values of collaborative communication that was essential to productive workplaces. Using designs reminiscent of chat bubbles, the visual system consistently and effectively communicated the importance of connection and teamwork. The versatile design for advertising reminded the audience of the brand’s offerings–quick and efficient communication between coworkers.

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OkCupid

With the DTF marketing campaign in 2018, the dating website/app turned vapid modern dating lingo on its head to regain its lost customer base of young women. By changing the meaning of DTF into a variety of phrases like “Down to Fire Up the Kiln” and “Down to Finish My Novel,” the brand brought meaningful experiences back into the void of online dating. Not only did this succeed in increasing social media following and sales (30% and 25% respectively), the ads struck up culturally-important conversations and cemented their values as a company (thereby closing the loop of branding supporting marketing, marketing supporting branding, and so on). The campaign worked on several levels by placing vibrant and polished artwork alongside a clear messaging of self-awareness about the current modern dating experience.

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FOLX Health

As the health company that’s for “everybody and every body,” FOLX, an LGBTQ+ healthcare company, demonstrated consistency through personable branding that differentiated itself from many other healthcare companies. This approach elevated the thoughtful educational material on their social media, resulting in a modern, bold, inviting, and celebratory feel. This LGBTQ+ healthcare company aligned all marketing collateral with their brand mission and vision, positioning itself as a memorable new face within the healthcare industry.

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Youth to the People

Marketed as skincare made from “unconventional” and vegan ingredients, Youth to the People’s branding pillar of sustainability and respect for the planet was reflected in everything from photography to packaging. Their packaging was clean and natural, staying true to their commitment to conscious consumption. All collateral supported their platform of “The Skincare of Now” through unusual modern typography and a sharp visual system.

Examples of Branding and Marketing Campaign Missteps

As a true case in point, it’s difficult to think of brands whose branding and marketing don’t line up. In contrast to branding and marketing synergy, the result of a rift in branding and marketing is an unmemorable brand lacking a clear message and thereby risking customer loyalty. These brands demonstrate the results of that clash, showing the importance of branding in marketing:

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Booking.com

If you couldn’t figure out Booking.com’s brand identity, you were not alone. While the brand was constantly marketing through various platforms (social media, TV ads, digital ads, etc.), it was difficult to understand their fragmented messaging. While their TV ads (most recently featuring Idris Elba) elicited a giggle or two, their website looked messy and their visual system fell flat. The result was a forgettable brand with confusing messaging.

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Bill.com

When dealing with something as sensitive as billing and invoicing, branding that evokes trust is crucial. Bill.com’s visual system, riddled with stock photos and an unremarkable logo, generated a feeling of clumsy and unprofessional branding. Shaky branding translated to marketing that felt dodgy, putting customer trust in jeopardy.

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Hello Fresh

While Hello Fresh made consistent use of the color green to emphasize the “fresh” part of their meal-kit delivery service, they neglected a key part of branding: defining a target audience. The sheer number of podcasts that advertise Hello Fresh demonstrated the lack of focus. Sure, many people could use fresh and convenient meals, but marketing to everyone meant marketing to no one.

The Importance of Branding in Marketing

While branding and marketing are most definitely distinct, and require different perspectives and goals, these brands paint a picture of the two as parts of the same machine that must work together to produce rewarding outcomes. The “it” factor that some brands just seem to have is often branding whose voices are amplified by successful marketing campaigns.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

What’s the Difference Between Branding and Marketing? / July 11, 2022 by Anastasia Salazar

In the comparison between branding vs marketing, branding might be the more difficult one to define. Branding is that crucial element that informs the way that your target audience feels about the brand, which isn’t always easy to put into neat quantities or words. According to Entrepreneur, “The goal is to build such a strong connection and such strong belief that the consumer takes on your brand identity as their own. They use your brand to help define who they are as a person.” While the effect of branding might feel a little nebulous to describe, the steps to cohesive branding are anything but. It involves developing a symbiotic system that entails positioning, brand concept, brand narrative, brand identity, and various messaging components.

On the other hand, marketing is a little more tangible, dealing with concrete ways to get your brand in front of people. According to the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing includes everything from social media posts, an email newsletter, or even a blog post like the one you’re reading now.

So what’s the difference between marketing and branding? Keeping in mind that branding is our area of expertise, you might think of branding as the why and marketing as the how of a brand. Branding defines the “why” behind your company, upholding your values, intentions, and purpose. Marketing then relays those brand values to your target audience using tools and hard data.

So what does all of this mean for your company, and what are their roles in growing your company? Read on for the lowdown on branding, marketing, and how they work together.

Branding: the Why

Branding supplies the big-picture (within the company and to your consumers) of who you are, what you stand for, and the passion for what you do. This is the content that fills up your website’s “Our Story,” “Our Values,” and “Our Mission” sections.

Branding then helps put this “why” into cohesive brand guidelines that ensure others see you the way you see your company. This is done with consistent expression of visual identity and messaging through the logo, voice and tone, color palette, typography, messaging, layouts, positioning, and more. It defines your company and creates an ecosystem from which to launch your marketing.

Marketing: the How

Without marketing, your hard work on branding would hardly see the light of day. Marketing encompasses a plethora of tools and tactics (e.g., event, video, and email marketing) that get your brand seen by your target audience. Working from HubSpot’s definition of marketing, marketing uses smart messaging to meet the long-term goals of the company, which are specified by branding work (like defining company values, building customer loyalty, etc.).

Depending on the needs of your company, marketing is dynamic and varied, differing from campaign to campaign and platform to platform. Consider two differing Squarespace campaigns, for example. While Sally’s Seashells features Zendaya and Andre 3000 and a fresh take on a silly tongue twister around a fictional seashell business, the All You Need to Launch a Celebrated Art Career reads more like a how-to guide from your average struggling artist. Even though the campaigns differ in their approach, they both celebrate the entrepreneurial spirit using consistency: a whimsical tone, similar lighting and color correction, the same logo, and of course, the creation of a website on Squarespace as the hero of the story (secondary to the entrepreneurs themselves of course).

It’s All Relative

When discussing branding vs marketing, it’s important to remember that the two are far from being two separate entities. While there are certainly differences in perspectives and roles, the two are an interrelated system that need to collaborate in order to produce great results for your company. Rather than asking “what’s the difference between marketing and branding?,” here are some ways that branding and marketing overlap and support each other:

Goals and Vision: The core values behind your company are stable throughout the years, so while a brand refresh might address changes to the visual components or slight tweaks to the brand personality, it usually stays consistent for many years. Marketing campaigns are shorter term, but operate under the umbrella of that clear mission set during the branding process.
Target Audience: While branding might entail defining your target audience, marketing would help determine which platforms your audience is using, how they use them and how to drive traffic. Using hard numbers, marketing gives that much needed feedback to branding, informing branding decisions through real data from the audience.
Consistency: Branding provides the skeleton for all future collateral. Your Google display ad will use the brand color palette, your Facebook post will be guided by your brand tone of voice, and your logo will be used in a standardized way as set by the brand guidelines. While each marketing campaign can be new and different, all campaigns should be united by those carefully thought-out brand guidelines.

So What’s the Difference Between Marketing and Branding?

While there are key differences between branding and marketing, brand success depends on a combined effort of the two. With solid branding as a blueprint, marketing can make a more targeted impact toward a specified consumer base, using a consistent tone, voice, and visual system.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How to Support and Celebrate LGBTQ+ Designers / June 21, 2022 by Anastasia Salazar

Gilbert Baker, a gay designer and political activist, put a piece of his story in the creation of the iconic rainbow flag. Representing the colors and diversity within the LGBTQ+ community, the flag has almost become synonymous with the pride, visibility, and freedom of the community. But maybe the less visible story is of what’s at stake for designers standing at the crossroads of their identities as LGBTQ+ individuals and creatives.

LGBTQ+ designers, while representing a larger portion of the design world than the general population, are underrepresented in formal design education and its canon of respected designers (a landscape composed largely of white, hetero, and cis-males). According to information from AIGA’s Design Census in 2019, 15% of designers taking the survey identified as part of the LGBTQ+ community, while only an estimated 4.5% of Americans identify as LGBTQ+ in the general population.

Authentic representation of one’s identity in their work comes with its own unique challenges. 40% of designers in the LGBTQ+ design community have reported speaking up about design decisions excluding queer people in the workplace. “Because we’re often rewarded for sacrificing parts of our identity to fit our rapidly technicalizing world, we struggle internally with how our identities as queer individuals and designers play into the gentrification of big tech,” says John Hanawalt of the conflicting and complex struggle of the LGBTQ+ community in the tech-fuled gentrification of the Bay Area.

What’s more is these challenges interact and amplify with many intersecting identities. Just as with any other identity, the queer community does not refer to “a monolith, and we can’t talk about queer identity in a vacuum,” says John Voss, co-founder of Queer Design Club. According to the 2019 Queer Design Count, LGBTQ+ designers of color as well as Trans designers made significantly less annually than white designers. Seth Katz, designer, writes that while the community celebrates progress in many ways, this progress is limited in terms of advocating for “an increasingly intersectional approach.”

Although there’s no shortage of work to be done, one path of progress for the LGBTQ+ design community involves representation of queer designers. “One of the common misconceptions of why queer, trans and people of colour are underrepresented is because they don’t have enough experience or need mentoring from those above them. They don’t – they just need the space on the stage to shine, ” says Rebecca Brooker, owner of Planthouse Studio and founder and president of Queer Design Club.

All this to say, supporting LGBTQ+ designers involves more than just brandishing a rainbow flag. Brooker suggests some ways that designers can become allies to LGBTQ+ designers: allowing individuals to express their identities in the way they choose, showing empathy for others’ perspectives, and showcasing the work of marginalized communities.

Some LGBTQ+ Designers We Admire

Taking a page from Brooker’s advice, we celebrate the work of some incredible LGBTQ+ designers below:

Alley Hector (she/they)

Michelle Lopes (she/her)

Derek Shafer (he/him)

Torres (he/him)

Lisa Looye (she/her)

Simone Lopes (she/her)

Elliot Salazar (he/him)

Juan Garcia (he/him)

Chloe Stokes (she/her, they/them)

Joao Maiolini

Spaces for LGBTQ+ Designers

Whether you identify as an LGBTQ+ designer or want to become a better ally, these spaces offer crucial connections for the community.

Architecture LGBT+: a not-for-profit organization centered around the goal of a safe and inclusive space for architects and students of architecture in the LGBT+ community.
Black & Gay, Back in the Day: an archive by way of Instagram, commemorating Black queer individuals and experiences in Britain.
Queer Design Club: a community lifting up the voices and works of queer designers, and providing a chance to connect with each other.
QUEERCIRCLE: a unique blend of “artists, curators, writers, thinkers, community organisers, grassroots organisations and charities” that aim to connect the arts with social action.
Build Out Alliance: a community for LGBTQ members of the design and construction industries, advocating for their members with community advocacy and partnerships.
QSPACE: a queer architectural research organization connecting students, professionals, and academics and propelling “organized action through exhibitions, publications, digital archiving, and design guidelines.”
Lex: a community for “queer, trans, gender non-conforming, two spirit, & non-binary ppl.” While this app was designed with friendships and romantic relationships in mind, it is also a way that LGBTQ+ creatives search for opportunities for zines, art modeling, and more.
The Outside Project: a community shelter, centre, and domestic abuse refuge that advocates for housing rights for the LGBTIQ+ community. Along with their main mission, they feature exhibitions and other creative projects.
Queer Youth Art Collective: an art community for young queer creatives (18-26) carrying out exhibitions, workshops, and more.
Grrrl Zine Fair: a collaborative space for artists creating community around contemporary feminism. This ambitious organization organizes everything from “live events, zine workshops, Grrrl In Print zine and a feminist zine library” to “self-publishing fair, panel talks, performances, live music, exhibitions, and workshops.”

We’d love to feature your work in this blog post! If you’re interested, please contact us at info@anastasiasalazar.com.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Meet the Team: Juhee Lee / May 23, 2022 by Anastasia Salazar

Juhee Lee: Writer at Anastasia Salazar Ltd.

Q: How’d you get into writing?

A: Arguably because of my terrible memory. I forget things easily and I’m extremely sentimental. So I’ve always obsessively written everything down. Writing started with diaries when I was little, to poetry (per sentimentality) when I got older, to music reviews and narrative journalism in high school and college. Copywriting and content writing are my newest writing territories, and I’m learning and growing in this area everyday.

Q: What’s your favorite part of the writing process?

A: A lot of the writing process is trying to untangle a giant ball of yarn in your brain. You have these thoughts and no idea how to translate them into cohesive words that other people can understand. When that magical moment of untangling happens, it is as satisfying as an ASMR video or a nice long cheese pull. Then, you get to read it again, and bask in the fact that you put those words together.

Q: What books are by your bed?

A: Right now I’m reading The Midnight Library. I love books about books (super meta, I know), and also with an element of magical realism (cue all the Haruki Murakami). I was always the dorky kid with a book under her arm, loudly declaring that you never know when you’ll have time for some reading!

Q: What are your go-to sources for inspiration?

A: I always feel more energized and inspired after some quality time with nature. Hiking into the mountains or seeing the ocean has never steered me wrong when I feel completely stuck with that big ball of yarn in my brain.

Q: What do you love about language?

A: My first language was Korean, then I learned English, and then Spanish. I think this has always been the root of language frustration as well as interest for me. Not knowing how to express something in one language was frustrating, but I could find another way to say it with other words or through another language. It’s this ambiguity and open-endedness that I love–it’s a puzzle with no answer key. But when you find a way to express to your heart’s content, that’s the best feeling in the world.

Q: How has your work as a Speech-Language Pathologist influenced your writing?

A: I got so used to speaking in codes from a young age. Speaking in Korean with my family, and speaking English with my friends. This pattern continued through my career as an SLP, communicating with parents, teachers, physical therapists, children with special needs, etc. It requires a lot of versatility and that’s served me well in writing too. I love shifting my tone from outlet to outlet. It’s like trying on different costumes, but with your words.

Q: What are your hobbies?

A: The better question is, what aren’t my hobbies? As a curious person, I’m addicted to new experiences. However, my oldest and most consistent hobbies are running, writing, reading, and hiking.

Q: Favorite YouTube video? Or a fav social media account?

A: When I’m really tired or sad or feeling otherwise not so great, I like to watch this clip of Anderson Cooper having uncontrollable laughter on live television. It is still 100% effective in making me crack up.

Q: Anything else to add?

A: You can find a sample of my work and some more nerdy pictures and words here.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Branding Trends Then and Now / April 25, 2022 by Anastasia Salazar

Aimless social media scrolling has become an unavoidable byproduct of this digital age. And even though it’s probably a strange habit you’ve tried to break, it’s a great way to learn about novel and unique products. Maybe you’ve even scrolled your way to ads for some niche products like Magic Spoon, a decidedly adult cereal that’s keto-friendly and is high protein and low sugar. Such is the state of branding today: differentiate or sink.

But it hasn’t always been this way. Branding in the 50s was directed toward a post-World War II crowd newly wooed by the wiles of mass consumerism. In today’s busy world with numerous competing brands and many avenues to reach consumers and make sales, the act of buying and selling have evolved unrecognizably. For the whys and hows of the shifts in branding, read on.

Consumer Behavior Then

Branding in the 1950s was based around the premise that every purchase was a way to earn your way to the ultimate prosperous American life. This meant investing in flashy items that helped innovate daily modern living, like cars, TVs, and fridges. Although they were big purchases, the consumer hoped to invest in goods that would last a long time. With the growth of the suburb as well as a recovering economy, Americans were investing in a comfortable, elevated everyday home life through innovative products (e.g., pocket-sized radios, comfortable shoe soles, and plastic dinnerware sets). Their spending represented their desire to support a sense of family and home, showing off their suburban pride.

Consumer Behavior Now

The modern-day consumer looks for brands that address big-picture or societal problems and speak directly to their lifestyle. Thriving trends in branding like subscription boxes, niche products, and monthly renewal services and products are all a result of the wealth of direct-to-consumer brands in today’s world. Smart companies like Myro and Blueland combine the best of all worlds, offering refillable bath and cleaning products shipped to you regularly via a subscription. As a contrast to the 50s, many brands address values and ethics, like diversity & inclusion, animal cruelty, or fair trade. Sustainability in particular has become an important pillar of modern brands, as consumers search for products that speak to their beliefs and lifestyle. The explosive success of companies like Imperfect Foods demonstrates the change in the trends in branding, and the types of products and services consumers value now (sustainability, efficiency, and a lifestyle associated with such a product or service).

Trends in Branding Then

As the wave of American consumerism crescendoed in the 50s, branding followed suit, mostly in the form of TV ads and billboards. Because there were not as many companies producing the same product, there was less of a need for distinction and differentiation than today. This resulted in trends in branding that appealed to the general public rather than a specific target audience. The mode of ad distribution mattered too. Tt wasn’t possible to gather much data or target specific audiences with the main avenues of advertising, such as TV and billboards. Product functions and features were the selling points here: cigarettes that tasted great, soda that quenched your thirst, and the wide variety of jello flavors. In addition, Americans were coming out of a war and economic depression through joint effort. This, along with a suburban spirit, meant ads centered around an “us” identity, rather than a distinct one. Brand concepts were sparse, as were targeted ads for niche markets.

Trends in Branding Now

While consumers today still want goods and services with high-quality functions and features, purchasing decisions aren’t that simple in the modern times. With the development of technology and a saturated market, the modern consumer is bombarded with clashing brands all the time. Companies must turn to thoughtful branding. Successful companies must harness the power of data and consider customer interests through the available data. What problems do they want solved? Which products are they searching for? What social media accounts are they following?

In addition, today’s branding addresses issues larger than just the product. Today’s consumers want to know not only that the product will work the way it was promised to, but also that the company producing it is an ethical one that makes sustainable decisions and stands for values that align with their own. They want relatability, and a clear personality with which they can identify. Today, a cohesive brand identity, a clear mission, and a relatable story of how the brand was founded create communities. And those communities foster a sense of belonging. If you were wondering why Red Bull has a record label, magazine, extreme sports sponsorships, YouTube channel, electronic music school, and more, it’s because they are busy creating multiple relevant touch points that build an entire ecosystem.

The Takeaway

The 50s were a time of big ideas: the hula hoop, I Love Lucy, and the credit card, to name a few. But playing up product features to a vague audience is a trend that you can leave in the past. With the saturated market and the ever-changing waves of technology, it’s all about differentiating and creating a community around your clear identity.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

6 Branding and Design Success Stories / March 14, 2022 by Anastasia Salazar

With seemingly unlimited information and options your consumers have these days, it feels impossible to stand out from the rest. When there’s an overwhelming supply of companies providing similar solutions and products, branding and design can give you just the edge your company needs.

According to Insider, there are four factors to determine the success of a brand. Insider identifies : “Customer obsession, ruthless pragmatism, distinctive inspiration and pervasive innovation.” In other words, you should be providing a service that is useful and original while creating thoughtful experiences and a sense of community. With branding and design as key players in meeting this criteria, developing a successful brand is no longer out of reach.

Branding Rockstars

For some real-life inspiration, take a look at these companies that built authenticity around their brands through noteworthy branding and design:

Burger King: In 1999, Burger King was suffering from an outdated logo and misguided attempts (in-house internet cafes and new menu items) to boost dwindling sales. Fast forwarding to 2021, it hoped to communicate an internal transformation including increased quality, fine-tuned taste, and a commitment to environmental causes. In a rebrand that shook the design world, Burger King leaned into a retro look, providing a homey and authentic vibe to the brand. As they committed to removing artificial flavors and colors from their menu, they also revamped their color palette. They traded in unnatural colors such as blue, and introduced colors authentic to real food instead. This, along with rounded fonts pasted boldly across packaging and photos of real employees, communicated a more playful, sincere, and comforting feel to Burger King consumers. It shifted the somewhat negative paradigm of modern fast food back to the good ol’ days of easy camaraderie at the local drive-thru. The rebranding resulted in a revenue increase of 7.9% in Q3 of 2021 from the quarter of the previous year.

Airbnb: Airbnb Co-Founder and CEO Brian Chesky stated in 2020 at the height of the pandemic, “When we started Airbnb, it was about belonging and connection. This crisis has sharpened our focus to get back to our roots, back to the basics, back to what is truly special about Airbnb — everyday people who host their homes and offer experiences.” Differentiating itself from the confines of a sterile and uncomfortable hotel stay, it wanted to feature cozy and welcoming experiences in real homes. Pivoting and expanding their services in a pandemic era of reduced travel, the company offered experiences hosted by locals, ranging from cooking classes to hikes in the area. Providing consumers with a practical way to book both lodging and activities was an innovative move, offering both convenience and a sense of community. This warm and inviting feeling is symbolized in their logo by a simple and modern “A,” which combines elements of a heart, a location pin, as well as the “A” in Airbnb. Overall the brand creates a sense of belonging that has become essential to their success. Airbnb established itself as a revolutionary in the hospitality industry, with lower costs and a home-away-from-home experience to boot.

Target: In 1987, Target could hardly compete with Walmart, which led the retail industry with incomparably low prices. Rather than risk sustainability by lowering their prices further, Target rebranded to capitalize on a “cheap and chic” concept. With new designers (designing exclusive collections) and low prices as well as experiences like a vertical fashion show, it differentiated around the idea that great fashion didn’t need to drain your budget. To further increase relevance for their consumers, Target’s campaign of “Target run and done” drew attention to their stock of groceries and other basics, available through order pickup or drive up. In 2018, it was reported that Target increased its sales by 6.5% when compared with the previous year, demonstrating the benefits of branding in hard numbers.

Glossier: With the tagline of “Skincare & beauty products inspired by real life,” Glossier has garnered a millennial-heavy following since 2014 with its on-trend branding and design. One key component of this successful brand was that it centered itself around the consumer, empowering their natural beauty and creating products based on consumer needs. With content created by real-life Glossier fanatics on social media and the brand’s beauty blog, “Into the Gloss,” a band of loyal consumers began to form. Putting digital marketing at the forefront, consumers saw everyday folks with different skin tones and textures applying makeup and skincare. Glossier quickly became more than just the sum of its products through customer-driven products, conversations, and content. It became a lifestyle with which people defined themselves (there’s that “customer obsession!”). As buzz around the brand grew, the company also expanded beyond just four products at its foundation, to the over 40 products it offers now. By 2018, Glossier boasted a revenue of over $100 million, and a fanbase of over 2 million followers on Instagram in 2022.

Chobani: Founded in 2005 with a mission to supply nutrition and quality while serving the community, Chobani has caught the attention of the yogurt-loving public with its branding and design. Chobani’s striking visual system paid homage to the quality of its natural ingredients with its soft, delicate illustrations in organic shapes and colors. In 2021, these intricate illustrations made up a series of ads centered around sustainability and community, amplifying its messaging pillars loud and clear. A beautifully crafted (and free!) 84-page cookbook offered a way to “bring warmth and togetherness to your table.” Complete with polished illustrations, photography, and design executed with great care, the cookbook stood as a testament to the importance of building customer relationships, and also as a brand creating a world much bigger than just yogurt. A coherent brand identity, ingenuity, and a sense of community ensured that this successful brand continued its upward path, with revenues increasing 5.2% between 2019 and 2020.

Warby Parker: You remember the hype around Warby Parker. Its novel idea to bring a trip to the eye doctor into your home was so alluring. The successful brand rocked the eyewear industry at its inception in 2010 by lowering prices for stylish designs, all while instilling the belief that “buying glasses should be easy and fun.” Warby Parker backed up this claim with services such as a free home try-on program, a 5-minute virtual vision test at home, and friendly associates in stores to help consumers find the perfect glasses. It also sought to be socially conscious, donating a pair of glasses for every pair purchased. Warby Parker conveyed ethical low costs that didn’t take away from style or quality by revealing exactly how their glasses were made. Innovation, convenience, ethics, and low cost (of both time and money) bolstered Warby Parker’s status as a trailblazer in the eyewear industry with over 145 retail stores in the U.S. and Canada to date.

When you put in the time to develop your brand story, the possibilities are virtually limitless. A solid brand identity backed up with consistent and intentional messaging will result in loyal consumers that are more likely to take notice. It’s no longer about creating a great product at a lower cost than the competition; it’s about building a successful brand that speaks to your community and urges it to invest in the story.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How Branding and Design Drive Real Growth / January 18, 2022 by Anastasia Salazar

So you’ve got a really great product but you find yourself in a saturated market with too many competing companies to name. That je ne sais quoi you’re desperately needing is branding and design, and the benefits of branding and design speak for themselves. Here’s how to take your company to the next level and increase revenues in the process.

What Branding Is

Branding for a company goes beyond a beautiful logo, which is just one component of branding. Here’s what branding consists of:

Visual identity: Your visual identity is what your brand looks like. This includes your typography, color palette, illustration style, photography, style, and logo.
Tone of Voice: This is what your brand sounds like, encompassing your messaging and expressing your personality across assets.
Experiences: This is how the audience feels about your brand through various interactions. Think both digital and in-person experiences like discussions that take place online, or what the consumer might experience as they walk through your retail store.

What Branding and Design Does for Your Company

Consider branding and design a way to put you in the driver’s seat in every aspect of communication about your business. By investing in branding and design, you’re organizing your company around a central story and communicating it consistently to consumers, as well as your own team. Here’s how branding for a company can make up the backbone of your company.

Develops Intentional and Consistent Messaging: Branding involves developing brand messaging that is purposeful and true to your business. With every asset you put out, having clear messaging ensures your story is told with a consistent tone and voice.
Communicates within Your Team: When communicating with each other and to consumers, clear branding ensures a united front. Being aligned on common company values not only helps team projects run smoother, but it also rallies the team around a common purpose (which is even more important for large teams).
Communicates with Your Audience: One of the benefits of branding is that it takes the consumer’s guesswork out of trying to understand a brand story. Branding puts you in control of how consumers feel about your brand.

Displays Your Branding Visually: The design then takes your well-developed story and converts it into a visual representation of your brand identity. If done well, the design should mirror and elevate your values, story, experiences, and messaging visually.

How Branding and Design Drive Profit

Branding for a company has a lot of benefits. But how does it help increase revenue and grow your company in the long run? Here are some of the ways that branding and design can positively affect your profit.

Differentiates Your Company: In the age of digital advertising and saturated markets, stellar branding and design is key to getting recognized. This is especially relevant in B2C companies, where consumers have more opportunities to directly compare your products with other similar ones.
Creates a Sense of Community: Coherent branding results in coherent assets, which results in delivering consistent messaging to the consumers. By doing this you create a community who understands and identifies with your brand, which builds loyal customers.
Builds Credibility: This is one of the benefits of branding that is crucial for newer companies. A younger company with fewer years under its belt profits from having a unique brand that people notice. Building credibility is also extremely important for the tech and health industries, where consumers are asked to trust companies with sensitive information.
Keeps Your Brand Fresh: This is especially relevant for older companies. Even if you’ve perfected your tried-and-true products, branding keeps your brand from going stale.

Over time, great branding and design can lead to:

Boosting affinity and loyalty
Increasing demand from existing and new customers
Humanizing your brand
Increasing sustainability

Creating Deliverables Without Branding Work

Working on brand strategy is like building an even foundation for the beautiful house that is your company. Each part of the foundation is an invaluable part of the creative process that cannot be rushed. A shaky foundation will result in:

Wasting resources on figuring out the look and feel of each individual asset rather than working from a common tone guide.
Unclear guidelines for many members of your team
A disjointed and confusing message
Lack of confidence in creating intentional design and copy
Creating less than satisfactory deliverables

The Difference Maker

Branding and design is essential work that helps lift up the business you’ve worked so hard to perfect. It is giving your brand a personality and building the relationship you want to build with your consumers. When you put in the work to build a brand identity, it will save you time and money in the long run and manifest into measurable growth.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

9 Inspirational Business Holiday Cards / December 6, 2021 by Anastasia Salazar

The holiday season is upon us again, and ‘tis the season for making decisions on holiday cards that delight, excite, and showcase your playful side. Business holiday cards are a fun way to go beyond sales and business transactions; they are an opportunity to reach out in the season of festivities and celebrate together. If you can be creative and intentional while also reminding clients what you’re all about, the cards will be all the merrier. Get festive with these tips and ideas for the best way to say, “Happy Holidays!”

What Makes a Memorable Holiday Card?

Be Festive: This may sound obvious, but agency holiday cards without festive energy may blend in with other assets and risk being ignored. If it’s a holiday card, it should look and sound like one.
Spark Joy: Don’t forget about the core purpose of any holiday card. It should make you feel happy when you get one. Of course the other principles are important, but first and foremost, holiday cards should feel lighthearted and incite excitement for the season ahead.
Be True to Your Brand: Business holiday cards are an opportunity to remind clients what you’re passionate about. If environmental causes are at the core of your values, this is the time to use that environmentally friendly paper or feature advocates that align with your causes. Whatever you decide to send, keep your company values and culture in mind.
Have Personality: Trade in the stock images for customized designs that give your holiday cards some character. Add a fresh take to classic holiday imagery by playing with different materials and textures, creating your own flavor to the candy canes and string lights we all know and love.
Be on Brand (But Throw in Some Glitter!): The tone and visuals should resemble that of your branding, but you can (and should) infuse some holiday spirit. It’s okay to deviate a little from your traditional color palette and celebrate the occasion; just make sure it still sounds and looks like you.

What Should You Avoid?

Sales Pitches: While holiday cards might add value to your brand and eventually lead to more sales, the primary focus of business holiday cards is not to sell. Instead, let loose and offer a warm greeting.
Specifying Religions: Unless your business is founded upon a common belief system, it is unwise to specify religions on agency holiday cards. Acknowledging only one holiday in the month of numerous holidays risks excluding clients and prospective clients.
Using Swag Exclusively as Logo Carriers: Desirable swag requires plenty of thought and top-notch execution. Flimsy, clunky, or disposable products with oversized logos will likely become junk that is tossed.
RELATED: 30+ Business Swag Ideas That Make Awesome Holiday Gifts

Business Holiday Cards We Love

‘Twas Twenty Twenty: Colle McVoy provided a moment of reflection for the eventful year that was 2020 by tucking facts and news about the year into a hidden picture game. Players walked through fun facts by clicking on hidden items in whimsical illustrations. Some relatable facts about the year of quarantine (“Animal shelters across the country saw a 90% increase in foster pet applications.”), and some heartwarming facts from some dark times (“1 million people found laughter during isolation by posting pics of costume-themed garbage bin outings”) made for a cozy gift.

Just Curious: Curiosity invited folks to celebrate the season by way of dialogue. With a brand philosophy centered around the idea of asking questions, this question-based game not only provided a way to reconnect with others but it also served as a clever nod to their brand messaging.

Window Gift Guide: In this season of giving, Empower put their windows where their mouth was, using their windows as panels of a gift guide of products from local businesses. Empower’s windows put their support for local businesses on display, communicating their brand values and providing an interactive way for clients and passersby to reflect on their lists.

Fight the Boredom: This gift of anti-boredom provided respite from the endless days of quarantine in 2020, complete with recipes, card games, quizzes, and a physical deck of cards. Pound & Grain sent greetings that were thoughtful and timely.

Celebrity Advent Calendar: Primacy sent celebrity videos via Cameo for an online advent calendar, each celebrity sharing snippets of their year. Recipients were able to feel a sense of connection with familiar celebrities each day, and the company was able to feature celebrities of their choice, opening the door to select those with beliefs or causes that align with their own.

Gift Box: Bindery sent out cupfuls of cozy by way of holiday cocktail and mocktail kits, including branded spoons, marshmallows, mugs, and more. Rather than ill-fitting clothes with large logos that end up at the back of your closet, Bindery incorporated their logo tastefully in polished bottles and packages.

Nog Pong: A brand messaging of imagination, creativity, and energy were fully embraced by Saatchi & Saatchi LA in creating Nog Pong, a variation of beer pong using egg nog. Players made shots via a robot, and watched live online as they made shots. Shot-based donations were made toward a dog rescue foundation, shrewdly displaying their easy-going work culture and their brand values simultaneously.

Written in the Stars: AKQA created a beautiful way to send a greeting to loved ones by carving them out in stars. This card allowed users to project 3D messages into the virtual “sky,” boasting their skill in design and allowing for users to connect with one another.

The Great Excheeriment: Agency holiday cards were sent from Bozell to clients for their personal use. In a practical move, the cards showed off their design chops while also providing opportunities for brand recognition when those letters were sent out. Also, who wouldn’t be happy to have some extra cards for that long list of friends and family members?

The holiday season brings with it a wealth of possibilities in the realm of business holiday cards. Taking the opportunity to show some heart and creativity will surely reach your clients with sincerity. Add in the bonus of showing off who you are as a company, and you’ve got all the ingredients of a business holiday card that will be remembered all year round.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How to Thrive in Branding for Tech Companies / October 11, 2021 by Anastasia Salazar

If you named a few cloud storage platforms, you’d probably name a few of the top tech companies, like Google Drive and Dropbox. But looking at the sheer number of companies offering similar products the question is, what’s the secret to becoming a known and trusted brand?

It’s true, strong tech brands back their value through their features, products, data, and the cold hard numbers. Even so, this is all for naught without consistent communication--that’s where solid branding becomes key, especially for start-ups.

Branding helps build recognition and customer loyalty by showing consumers that your company is valuable and trustworthy. But branding for tech companies is unique--for one, you’re often selling a product or service that you can’t touch and feel. And while infographics and product illustrations can help explain how your platform works, it’s often harder than showcasing a physical product.

The Must-Haves of Good Tech Branding

Showing Humanity: In an industry selling digital products and services, it’s important to show that you’re human. Have fun, and show off your personality a little bit. Take Dropbox for example. At the beginning of the COVID-19 pandemic, they sent digital care packages to their partners filled with activity books, reading material, art, and self-care and meditation information. In an unconventional move, Dropbox offered a digital warm hug that set them apart.

Considering Your Medium: Don’t forget that many of your deliverables will be digital. This means understanding that branding will need to be scalable, with a digital color palette. Creating grid structures and reusable modules are good options when you need a consistent system for digital assets that move fast.

Tapping into Your Data: Top tech companies often have a lot of data at hand. You can use this information to tailor your approach. Decisions informed by data create ads, headlines, and content that are more relevant to your consumers.

Building Trust: Trust is essential in tech--not just when it comes to reassuring your audience that your product can deliver on the hype, but also because consumers and businesses share personal, sensitive information through tech products. They need to know that their personal information is secure when using platforms like a cloud storage service, and this requires building trust. This is where strong, well-thought-out branding comes into play--combine an authentic brand voice, polished visual system, and a great product to boot, and a loyal consumer base will follow.

Successful dovetailing of branding and product design defines top tech companies. Spend more time on product design than on branding, and the customer is bound to see the disconnect. Branding should represent the quality of the product, and the product should perform the way that it was advertised. Sincerity and transparency are key in building customer trust.

Building trust doesn’t just benefit consumers, though. A company that is trustworthy is a company where employees want to work, too. In an oversaturated market, people take note when a company is credible.

Being Consistent: Consistent messaging and visual systems go a long way toward building brand affinity. Do the extra work of developing a brand identity with clear guidelines, and you’ll ensure that design work gets done quickly and fits with your overall vibe. Updating guidelines regularly will help everything stay on-brand, allowing you to do right by your business and products.

Being Flexible: While consistency is critical for tech branding, you also want to leave room for a certain amount of flexibility. With so many creative assets--digital ads, landing pages, company swag, and more--you don’t want design that gets repetitive or stale. You can opt for a variable typeface, for example, that works in a variety of settings while shifting weights and widths depending on the application.

Tech Branding Done Right

In the tech world, companies too often forget that buying something is an emotional decision. Conveying a distinct personality can set you apart from other brands, and get you that emotional buy-in you need from the consumer.

Here are a few examples of companies that lean into a clear and distinct brand identity:

Zendesk: The warmth and personable feel of Zendesk makes customer service approachable and down to earth. The easy and helpful tone distinguishes Zendesk from other B2B companies, which generally tend to have weaker branding than B2Cs.

Radix: Immediately, the muted tones and black background catch your eye from the jewel or cool tones and white background of other tech brands. Throughout the assets, the morphing droplet graphics tie together to create a strong voice that screams “science.”

Superscript: The serif typeface used so effectively is just one component of why Superscript is effective. Superscript is undeniably eye-catching with a flexible design system.

What Doesn’t Work

Effective branding also means avoiding the makings of a poorly thought out visual system. Here are some common branding mistakes that you should avoid:

Generic stock images of devices
Bland, blue-tinted color palettes
Overuse of gradients
Simple geometric logos, lacking care and finesse
Unremarkable sans serif typography
Buzz words like “disruptive” or “unicorn”
“Dorky” avatars
Generic logos from 99designs (the ultimate sin, outweighing all others on the list!)

Of course, there are some exceptions to the rule. Overused elements like the color blue and geometric logos can be executed thoughtfully. Reclaiming the geometric logo by adding some personal touches, or using the color blue strategically can breathe new life into tired patterns.

The Bottom Line

Branding is vital to the success of a tech company. Settle for good enough, and you’ll risk blending into a plethora of tech companies doing the same. Vying for consumer confidence will be much harder if they feel like you haven’t put enough care into creating a sincere and consistent brand. But starting with thoughtful branding that is trustworthy and consistent should put you on the path to a loyal consumer base.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Brand Taglines: What They Are & How to Come Up With Them / September 13, 2021 by Anastasia Salazar

Without even mentioning the names, I’m guessing you know which companies these phrases are associated with:

Just do it
I’m lovin’ it
Taste the rainbow

Such is the power of brand taglines: the short, punchy slogans that capture the essence of a brand.

Brand taglines are more than just catchy sayings, though — they’re an important element of your overall brand identity. A good tagline quickly and efficiently sums up who your company is and what it’s all about. Taglines also fill an important gap that other parts of your brand, like your logo and company name, don't. They help solidify your brand personality and communicate your values, which rarely comes through in your name or design alone. Truly great taglines can even elevate your company to a memorable household name.

While I can’t promise coming up with a tagline will launch your business to stardom, I can assure you that it will only bolster your brand. In this article, we’ll discuss the traits of a great tagline, go over some examples, and share some tips for coming up with a tagline of your own — read on below.

What Makes a Tagline Work?

There’s no one single way to define a good tagline, but to me, the best brand taglines:

Clarify what a brand does
Differentiate the brand (in terms of purpose, values, emotional response, etc.)
Are clever and memorable

A tagline that checks all three of these boxes is top-tier as far as I’m concerned, but even if it’s not a perfect trifecta, it can still be good. I’d recommend aiming for at least two out of the three criteria above.

Taglines should also be:

Easily pronounceable and spellable: If your tagline is too much of a tongue-twister, it’ll be harder to stick in the minds of your target audience. If it’s not easily spellable, it makes typos more likely.
Concise: Taglines are, by definition, short — a longer phrase is more like a brand story or vision.
Distinctive: Your tagline shouldn’t sound generic, or too much like another brand’s tagline.
Communicating your message: Taglines should provide a glimpse into the heart of who you are, what you value, and what you have to offer.
Pleasant to say/hear: A tagline that rolls off the tongue is much more memorable than one that sounds clunky.
Something you can stand behind: Your tagline should come off as a natural extension of your brand, not just a clever saying.

The safest taglines are usually more direct in describing what a company does. Concrete taglines like this are often particularly good for brands that are just starting out, or ones without much name recognition. If you do choose to go in a more conceptual direction, make sure that other parts of your brand — like your logo or the imagery on your website — clarify what you do.

A punny or pithy tagline can be a little bit riskier, but it can also be more memorable. It’s usually best suited for brands that are playful enough to back it up — if the only place you express humor is in your tagline, it can come off as off-kilter or even inauthentic.

Tagline Examples

Before you start brainstorming your own brand taglines, it’s always good to check out examples from other brands. Take a look at the following examples and note what you like, what you dislike, and what you think may work well for your brand.

Brand Taglines I Love

Shave time, shave money - Dollar Shave Club: Such a clever way for Dollar Shave Club to explain their unique proposition value — perfect for their playful brand.
Melts in your mouth, not in your hands - M&M’s: This tagline’s actually been in use for more than six decades, having first been coined in 1954. The words have a rhythmic, almost melodious feel, which gives it major staying power.
Say ‘yes’ to the world - Lufthansa: This tagline does such a great job of evoking adventure and awe — it makes you want to drop everything you’re doing and go book a trip.
The world's most comfortable shoes - Allbirds: It’s a bold claim, but it works well since they have such an excellent product to back it up.
Think different - Apple: One of the most inspirational taglines I can think of — it makes Apple feel like more of a way of life than a tech hardware company.
America runs on Dunkin' - Dunkin’ Donuts: This tagline does a great job of elevating the brand. It suggests that Dunkin’ Donuts isn’t just a place to grab a snack when you’re hungry, it’s a way to power your day. And it’s pretty daring of them to associate their brand with America as a whole, but it makes sense — donuts are an iconic American food.
Telehealth for a healthy, handsome you - hims: It’s amazing how elegantly these six words explain what the company does, and the “h” alliteration gives it such a nice touch.

Brand Taglines That Missed the Mark

These taglines are forgettable at best, and laughable at worst. Look to them as an example of what not to do.

Good luck - Uzbekistan Airways: This tagline definitely doesn't inspire confidence, to say the least — when you’re flying, you don’t want to feel like you’re taking a risk.
It’s not for women - Dr. Pepper: This one is just downright offensive. It’s shocking that a tagline this blatantly sexist debuted in 2011 — luckily, it didn’t last long.
Drive one - Ford: This tagline, retired in 2012, isn’t terrible necessarily — it’s just so forgettable. While I’m sure the team that came up with it worked hard, it feels lazy.
Exclusively for everybody - Smirnoff: Talk about mixed messages. In trying to appeal to both an elite audience and an average one, this 2014 tagline failed to resonate with either.

How to Create Your Own Tagline

Great brand taglines might seem like they’re pulled out of thin air, but there’s usually a well-thought-out process behind them. To start generating your own ideas, create a word map containing words and phrases that are relevant to your business. You can include tangible things related to your work — if you’re a fence company, for example, you might write down wood, picket, yard, etc. — as well as concepts. You may also want to add some words that imply mastery or excellence in your field. Looking at feedback from your employees and customers can help spur thoughts, too.

It’s especially important to keep your clientele in mind when crafting your tagline so that it resonates with your target audience. Ask yourself: what characteristics and qualities do your customers have? What wishes, no matter how far-fetched, do they voice? What have they responded well to so far? Dig into audience research for these insights, or speak with a few customers directly, then come up with some associated words and phrases.

While brainstorming for your word map, make sure you don’t judge or edit too much — those are two separate processes that don’t play well together. If you’re too selective about what to include in your initial word map, you might miss out on some great ideas down the road.

Once you have a robust word map, you can start playing around with the language. Think about how you might combine them or riff off of them using literary devices like alliteration, homophones (especially if you want something clever/punny), rhymes, rhythm, synonyms, and more. I also love using this idiom dictionary to get ideas for popular sayings to play off of.

After you’ve come up with a few strong contenders, check each phrase for copyright issues and test them out on your audience until you’ve identified a winner.

Applying Your Tagline

So you’ve come up with your tagline — now what do you do with it? The options are endless. You can put it on your homepage, packaging, print and digital ads, social media banners… anywhere that your brand appears. Wherever it goes, though, make sure the visual appearance is consistent with the spirit of your tagline (and, by extension, your overall brand). Choose a fitting typography for it — a hip, quirky tagline probably shouldn’t be in an old-fashioned serif font, for example. And think about what imagery you’re going to pair with your tagline as well. Again, you’ll want to go for consistency. If your brand is all about embracing yourself for who you are, you probably don’t want to cast a bunch of models that look like they could be strutting the catwalk in Paris. You should be able to look at any given asset with your tagline on it and feel confident that the design and copy work together as a whole.

When creating a brand identity, taglines are often an afterthought, with elements like logo and color palette taking top priority instead. And they aren’t strictly necessary — some companies don’t even use them. But you shouldn’t underestimate their power. The best brand taglines can help your audience understand who you are, what you do, and what you stand for — not to mention drive brand affinity and awareness.

The perfect tagline probably won’t fall into your lap, but if you do the necessary legwork, you’re bound to come up with something. And with enough research, creativity, and iteration, you might just find a tagline that can push your brand over the top.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How to Find Your Brand Personality / August 9, 2021 by Anastasia Salazar

One of the most challenging aspects of branding is how esoteric it can all seem sometimes. You might understand the meanings of words like brand identity, brand architecture, and messaging, but still have a hard time applying them to your own brand. But if you think about it in terms of characteristics — familiar vs. formal, traditional vs. modern, cheeky vs. straightforward — describing your brand becomes a lot easier. That’s where brand personality comes in.

The definition of brand personality isn’t all that different from the definition of personality: a combination of traits, beliefs, and behaviors that make up your distinctive character. And those last two words are key. Figuring out your brand personality will not only help you understand who you are, but also what makes you different.

It’s also critical for presenting a consistent image, which helps align your employees and connect with your target audience. When done right, your audience may even come to use your brand personality to help define part of their own — ever heard someone describe themselves as an Apple addict?

While building out your brand personality can’t guarantee that level of fandom, it will be helpful in informing your branding and marketing efforts. Wondering where to start? Read our guide below.

Brand Personality Examples

Before you start building out your own brand personality, it can often be helpful to research the landscape. The brands below all have crystal-clear characters, making them solid brand personality examples that you’ll probably recognize:

Trader Joe's: When you think Trader Joe’s, you think quirky, playful, and happy-go-lucky. If their brand were a person, it might be your eccentric neighbor who wears Hawaiian shirts, collects antiques, loves a good pun, and is a serious foodie to boot.
Harley Davidson: There are few brands more iconic than Harley Davidson, with their tough-as-nails, freewheeling vibe. If their brand were a person, you just know it would be a big tough biker decked out in leather who only plays by their own rules.
Chanel: Chanel has practically become a synonym for designer fashion. If Chanel were a person, I’m willing to bet it would be a high society woman with a lot of poise who lives and breathes fashion, and comes off as a bit snobby.
Mailchimp: It’s tough for a tech company — especially a B2B one — to develop a distinctive brand personality, but Mailchimp is one of the few that’s been able to pull it off. They’re informative, but down-to-earth, a little bit playful (love their little monkey mascot!), and always super helpful. When I think of Mailchimp as a person, I imagine a nerdy and quirky but friendly marketing manager — decked out in big glasses, colorful patterns, and chunky jewelry — who’s always happy to help you out.
Ferrari: Ferrari is a brand that is admired the world over for its luxury — owning one is almost the ultimate status symbol. Ferrari personified might be a rich, older man who’s a little bit cocky and spends his summers in the French Riviera.
Pit Viper: Pit Viper has adopted a really unique identity that a lot of other companies purposely shy away from. I picture them as an in-your-face country guy who spends his weekends on an ATV or floating a river, beer in hand, and prides himself on not caring about offending others.

All of these brand personality examples feel very different from one another, and that’s the point. You shouldn’t craft a safe, bland personality to appeal to the masses. Just as in everyday life, there are going to be people who don’t like you — but as long as you connect with the right group of people, that’s okay.

Discovering Your Own Brand Personality

When figuring out who your brand really is, a well-organized process can make the whole thing much more approachable — read on for some advice and exercises to guide you on your way.

Walk Before You Run

You might be eager to jump into discovering your brand personality right away, but before you start, it’s best to at least agree upon some of the core tenets of your brand, like your mission, vision, purpose, and values, and maybe even a competitive analysis.

RELATED: How to Create a Brand Strategy

Once you’ve established those, it becomes a lot easier to determine your brand personality. And in turn, that brand personality can help inform things like your messaging and visual identity. Branding isn’t a one-size-fits-all process, though, so go in whichever order you find most helpful.

Identify Brand Personality Traits

One of the first questions I ask clients I work with is to give me three target words (at least) that exemplify what they want their brand to feel like — this serves as the foundation for everything we design for them. If you’re not quite sure what those words are, check out some common brand personality traits here:

Another great exercise is a Likert scale, which helps you identify where your brand fits between two opposing descriptors.

Ask Questions

If you’ve ever worked on marketing personas before, you might have come up with answers to questions like “What is our target customer’s favorite TV show?” or “Where would our target customer go on vacation?”

Just as those questions help bring your personas to life, they can also help bring your brand to life. Below are some questions you might want to consider:

Which other brand personalities align with ours, and which don't?
How would our brand’s best friend describe them?
What would our brand’s interests and hobbies be?
Where would our brand live, and what would its home look like?
What kind of things would our brand do on the weekends?
Who would our brand look up to?
What would our brand order at a restaurant?
Where would our brand shop at?
What would our brand smell like?
If our brand were a fictional character, who would it be?
What would our brand wear?

After you’ve gone through a few of the exercises above, you should have some clear takeaways. Jot those down, and flesh them out enough to determine whether or not they feel right. The simplest version of your final brand personality deliverable may be as simple as a pared-down list of traits with their definitions, like the example below.

If you want to take it a little further, you could elaborate on each adjective like so.

And if you wanted to push it even further, you could create something like this persona description below — maybe even accompanied by a brand story or manifesto.

It may seem a little strange at first to think and talk about your brand as if it were a living, breathing person, but you might be surprised at how enlightening it is. A concrete brand personality will make it much easier to craft a full brand identity and strategy — and with that, you’ll have a major competitive advantage.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

What the Branding Process Really Looks Like / July 13, 2021 by Anastasia Salazar

When developing your brand, there are a lot of general guidelines worth following: conduct an audit, choose a unifying brand theme, make sure your branding comes from a place of authenticity, etc. While this is all good advice, it can be difficult to understand how these high-level concepts manifest themselves without a concrete example — so we thought we’d provide one. Read on for a behind-the-scenes glimpse into a rebranding project we recently did with our client YOGO.

Part I: Onboarding

The first step of any branding project should always be getting to know the team. Otherwise, there’s a good chance you’ll end up with a design that looks nice, but doesn’t actually represent the company.

Early on, we chatted with the YOGO team to dig into who they were and what they stood for. Usually, we do in-person meetings, but the onset of COVID-19 meant that a video call was the smartest option — no chatting over coffee and pastries for us, unfortunately. The YOGO team shared that they’re a direct-to-consumer ecommerce yoga company that uses innovative supply chains to achieve end-to-end sustainability — think: using low-waste factories to turn algae into yoga mats with minimal packaging. They even plant a tree for every purchase.

The sustainability factor was a big differentiator for them. YOGO’s founder, Jessica Thompson, has a background as an environmental consultant — she’s an expert in energy analytics, green consumer products, and environmentally-friendly manufacturing. She started YOGO in 2014 after seeing how many companies claim to be sustainable, but actually aren’t (sigh). While the company itself was innovating in some really cool ways, the brand wasn’t at the time. Jessica wanted a modern, fresh brand that would reflect their avant-garde approach.

Beyond learning about the company’s background, we did a lightning round of questions — things like:

What’s your target audience?
What are your strengths and challenges?
What do you envision for the company’s future?

I threw in a few fun ones, too, like “If YOGO could be a mascot, what would it be?” and “What’s your go-to happy hour spot for the team?” to help give a little extra color.

Part II: Brand Audit

After talking to the YOGO team, it was time to explore the current branding — website, social media, press, company swag, you name it — to get a sense of where it was at that moment and what it would take to get them to the next level.

Doing this after you’ve already discussed the brand in-depth with the client might seem redundant, but you could be surprised by what you find when you turn over every rock. One thing that came up in our LinkedIn research that wasn’t emphasized as much on our call was the fact that YOGO mats are foldable, making them great for travel and commuting (during non-COVID times) or for small, urban apartments and bringing along to your favorite park during shelter-in-place orders.

Another theme was supply chain transparency. A lot of companies’ supply chains are just handed off from one vendor to the next with little oversight from executives. But YOGO had a sustainable supply chain through and through, and would share insight into each step to empower consumers with the knowledge they needed to choose a truly eco-friendly product. They aimed to do so in a way that was light and friendly, though — not stuffy or convoluted.

We also considered where the brand was being seen in order to help guide our ideas. For example, because YOGO was ecommerce-only, we focused on digital design needs like email newsletters and product landing pages instead of physical signage or banners.

Part III: Branding Workshop

Earlier in my career, I would go right from researching to creating initial drafts. The problem with that, though, is that it doesn’t give you a good sense of a client’s aesthetic preferences. You might create a design that you think is catchy and representative, but it just isn’t the client’s taste. To get a sense of what clients like and don’t like visually, we do branding workshops now.

Often, this will take the form of mood boards. After our research phase, we compiled a bunch of images of brands that exemplified the directions we were interested in. We presented a few different categories: among them was one that mixed photographs and illustrations; one that was super graphic with lots of bright, bold colors; and one that was more abstract, with heavy use of organic shapes and patterns.

I was actually a little surprised to find out that YOGO was way more drawn to the modern style since it seemed so different than the look they were going for on their Instagram — which just goes to show you how important this step is!

Part IV: Drafts & Revision

Once we got a sense of which visual styles appealed to YOGO, we came up with two initial brand identity drafts. The first was closer to their current branding but elevated.

We thought it was great that the YOGO mat could be folded up and taken anywhere, so we embraced that with a natural color palette and lots of outdoor photography, which has the added benefit of being way more cost-effective than studio photography. It also had a lot of room for flexibility, and would make for a fairly easy transition — the difference wouldn’t be too jarring for the audience.

The other was completely fresh. We created something modern, friendly, fun, and innovative that would speak to their target audience of young, urban professionals. This is the one we ultimately landed on. YOGO felt the most important thing to highlight was the innovative aspect of their brand, which their current design wasn’t really allowing their audience to see.

Over the next few revisions, we balanced the modern look with some natural elements in the photography and doodle-like illustrations that could be paired with the more technical supply chain information to help it seem fun and approachable. We ended up getting to a place that felt right for the brand. It had all the aspects we wanted — fresh, inclusive, inspired, energized — so we started to move it over to its final form.

Part V: Brand Guidelines

With most of the visual aspects of the brand finalized — typography, photography, illustrations — the last piece of the puzzle was drafting rules about how everything should be implemented. We created examples for each aspect and showed how they would look across different mediums: on the website, on social media, in print.

As the brand started to take shape, it became clear that color blocking would be an important element, so we tweaked the palette to be more comprehensive. We leaned on mostly natural, saturated, almost-but-not-quite vintage colors to provide some warmth to complement the modern look.

You might get nervous if the first color palette you’re presented isn’t what you envisioned, but if that happens, don’t worry — any good designer will work with you to get your brand where you want it to be. We initially used a lot of green and yellow, but the YOGO team thought it was a bit much for a brand that was so clean and fresh, so we pivoted to allow for more breathing room. After thinking about how the colors would work together, we ended up with a more monochrome palette versus one with strong contrast.

After a few tweaks, YOGO really came to like the brand identity we had created — check out the final project or full brand book.

Reading this post, you probably get the feeling that branding is an extensive, detailed process — and it is. But that shouldn’t scare you off. Taking the time to build a relationship with your design team will allow them to better understand your brand, learn about your aesthetic preferences, and give you a product that you’re happier with. And ultimately, that makes the extra effort worthwhile.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Meet the Team: Andreina Prado / June 22, 2021 by Anastasia Salazar

Andreina Prado: Designer at Anastasia Salazar Ltd.

Q: Let's start off with where you're from and how you got into design.

A: I’m from a small town in California not too far from the Bay Area. I’ve always been into art — I’ve loved drawing and painting since I was a kid — but I got into design specifically after being in a computer class where the teacher invited me to join the yearbook in sophomore year. Usually only upperclassmen got to be in that class. By the time I was a senior, I was the yearbook editor. Being on the yearbook staff is what ultimately put me on the path to apply to art school and major in graphic design.

Q: What’s your favorite part of the design process?

A: It’s always rewarding when an idea in your head becomes something concrete, or when you work for a cause you care about. But I think I most enjoy positive reactions to the end product from the target audience because without that, it doesn’t stand out from the rest.

Q: What's your favorite project you've ever worked on?

A: I don’t think I could pick a single project — I definitely have favorites, each for their own different reasons. I loved the projects I worked on while I was a designer at elefint and the team I worked with.

Q: Do you have a dream commission?

A: I’ve always wanted to create the visuals for an album and everything it entails: promotions, merch, and anything the tour would need.

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Q: How would you describe your style?

A: I do a little bit of everything, but one of my specialties is bringing a handmade, human element to a project.

Q: Who are your design icons?

A: When I got into motion graphics, I looked at Kyle Cooper’s work as well as Rob Sheridan’s when he was the designer for Nine Inch Nails, one of my favorite bands.

Q: What are your go-to sources of inspiration?

A: Inspiration can come from anywhere, really. And not just other designs -- anything from listening to music or even traveling can be a source of inspiration. I don’t put limits on what I can be inspired by.

Q: What are your hobbies? What are you passionate about outside of design?

A: I try to get as much sunny outdoor time as possible, especially with friends and family. I’ve also become a plant mom and love taking care of my plants as well as helping others start their indoor plant journey. Recently, I’ve gotten more into astrology and the spiritual world. You can often find me keeping track of the moon cycle amongst other planets, as well as learning tarot and collecting stones and crystals. And I’m always down to watch a good TV show — I got really into it after a class I took in college. I ended up writing a 10-page paper on Mad Men that only needed to be three pages.

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Q: What was it like going to California College of the Arts?

A: Going to an art school was definitely different than going to a traditional one. The work was demanding in a different way than I was used to. As someone who excelled in academics in my K-12 years, it challenged me a lot at first. For the most part, though, I was able to thrive. I loved being exposed to new things, whether it was incorporating my electives like screen printing into my core classes, or learning things practically overnight like cross stitching or After Effects.

Q: Anything else to add?

A: I received a motion graphics certificate from the Bay Area Video Coalition later on to expand on my design skills. I never want to feel tied down to just one thing.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Meet the Team: Emily Moore / June 14, 2021 by Anastasia Salazar

Emily Moore: Writer and Content Marketer at Anastasia Salazar Ltd.

Q: How’d you get into writing?

A: Writing has always been a core part of my identity. Even when I was just 5 or 6 years old, I would write and illustrate little 5-sentence stories — I found one a couple years back called “Bruno the Blue Bear” (spoiler alert: it’s about a bear that falls into blue paint). I began to think about writing professionally in high school, when I joined my school newspaper and eventually became an Editor-in-Chief. It only seemed natural to major in English when I started college, where I broadened my horizons even more. I got into a sub-concentration program in creative writing and completed a mini anthology of short stories for my thesis project, and also wrote for (and later became Editor-in-Chief of) my school’s satire newspaper. I was lucky enough to find a job as a content writer straight out of college at a communications firm in San Francisco — after that, I had an in-house editorial position at a tech company for a few years, and since then I’ve been freelancing. Today, about half of my work is content marketing and branding, and the other half is freelance journalism (in addition to some personal projects like satire, short stories, and screenwriting).

Q: What’s your favorite part of the writing process?

A: I like to view writing — whether it’s an article, messaging guide, or short story — as a puzzle. You have a bunch of different elements that you need to fit together just right in order to properly convey the message you’re trying to express. I love playing around with all of those parts and arranging them into one coherent piece. It’s such a rush when you find that perfect combination of words or the structure that ties everything together.

Q: Do you have a dream commission?

A: I’m a big comedy geek, so I love any project where I get to use my sense of humor. The Onion used to have a native advertising division where brands could hire the staff to write commercials, articles, and other branded content that was genuinely hilarious. I’d be over the moon if I got hired to do something similar — all the better if it were for an environmentally- or socially-conscious company!

Q: How would you describe your style?

A: I pride myself on being a bit of a chameleon — I love digging into conversations with clients to figure out who they really are and adopting a style that reflects their personality. But no matter who I’m writing for, I always aim for a genuine tone that doesn’t make the reader feel like they’re being sold anything.

Q: Where can people see your work?

A: I don’t update it as often as I should, but I highlight some of my favorite projects on my Contently profile.

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Q: What books are by your bed?

A: I have two right now. One is The Goldfinch by Donna Tartt — I have a huge list of critically-acclaimed novels that I want to read, and this is the latest one that I’m tackling. It’s long, but really captivating and incredibly vivid. The other is Project Drawdown, a nonfiction book that highlights the most impactful things we can do to reverse climate change. You can find the featured solutions on the group’s website as well. There are so many potential game-changers, but a few of my favorites to learn about so far have been ecological restoration, energy-efficient buildings and materials, and offshore wind energy. We really do have so many powerful tools to help heal our environment — we just need to keep pushing decisionmakers to take action!

Q: What are your go-to sources for inspiration?

A: It’s tough to say, because I often draw inspiration on things I just happen across online or in my everyday life. When it comes to marketing, advertising, and branding, though, Adweek is a great way to stay on top of trends and innovation.

Q: Do you think design and writing inform each other? If so, how?

A: Absolutely! In branding, visual aesthetic and messaging go hand-in-hand — you should get the same feel from a brand’s copy as you do from their logo, color palette, typography, and all of the other components that make up their brand identity. If the two don't match up, they should be tweaked until they do. Otherwise, your audience won't be able to get a sense of who you are.

Q: What do you love about language?

A: Just about everything: the history behind it, the sound, the emotional response it can evoke in people, the way it enables you to distill complex ideas into concise, tangible information… I could go on and on. I wouldn't be surprised if there’s an alternate universe where I’m a linguistics professor.

Q: Where are you from? How’d you end up in California?

A: I was born and raised in a suburb outside of Lansing, Michigan, then I spent a couple of years in Ann Arbor for college. After I graduated, I moved to the Bay Area for my first big kid job. I had always wanted to live in California — I spent a lot of time here growing up because I had family in San Diego — but it was really more by chance that I ended up here than anything.

Q: When we started working together you were living in Spain, what was that like?

A: Living in Spain had been a dream of mine for years. I started learning Spanish at 12, and becoming fluent is one of my biggest life goals. To do that, you need to be fully immersed in the language for months and months at a time, but I didn’t study abroad in college so I never really got that experience. Shortly after I signed the offer letter for my first job, I learned about a program in Spain where native English speakers worked as teaching assistants for 12-16 hours a week and earned a monthly stipend. I was really interested in it, but because I already had a great job lined up, I pushed it to the backburner. In 2019, I realized it was kind of a do-or-die moment so I quit my corporate job, joined the program, and moved to Madrid in January 2020. It was a great experience — I loved soaking in the culture, eating the food, and speaking the language. But in mid-March, Madrid became the second big coronavirus hotspot in Europe after Italy. Right after the prime minister announced a nationwide lockdown, I decided it was time to head home while I still could and weather everything out in the states. Cutting my time there short was heartbreaking, but I’m determined to go back as soon as COVID-19 and all of its variants are under control.

Q: What are your hobbies?

A: My biggest one is writing — at any given time, I’m working on about 5 projects, from short stories to comedy articles to teleplays and personal essays. It can be hard to drum up the motivation to write in my free time after writing all day at work, though, so my personal projects sometimes move slower than I’d like. Beyond that, I really like watching TV (especially 30-minute single-cam sitcoms) and trying out recipes I find online.

Q: You have a special interest and dedication to environmental work. How and when did you get into that?

A: My parents and schools did a good job in instilling a sense of respect for nature and the environment in me when I was growing up. When I started seeing the impacts of climate change first-hand — winter starts later and ends sooner every year in Michigan — it was pretty devastating. I felt completely powerless for a long time, and didn’t do much except donate to environmental organizations and vote for candidates that supported green policies (which is important too, don’t get me wrong!). When the Black Lives Matter protests in the summer of 2020 started, though, I took to the streets in earnest for the first time. I was in awe of how powerful the movement was and the message it sent. At that moment, the impact of collective organizing really clicked with me on a personal level. I felt like the best way for me to help the environment would be to join and support the groups that were already fighting for (and winning) change. Since then, I’ve gotten more involved with the Sunrise Movement and it’s been really empowering and inspiring. They have a strong focus on environmental justice for Black and Brown communities, too, so it feels like a good way to pay tribute to the movement that got me more civically engaged in the first place.

Q: Favorite YouTube video? Or fav social media account?

A: OK Go has an amazing music video for their song “Needing/Getting” where they drive around a custom-built course full of instruments that they “play” with their car. It was a collaboration with Chevrolet — probably the coolest branded video ever made. So creative, and I can’t imagine how much work went into pulling it off!

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Q: Anything else to add?

A: I have quite possibly the cutest dog in the world. He’s got a big underbite and an even bigger personality.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How to Choose Typography for Your Brand / May 17, 2021 by Anastasia Salazar

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When people think of visual branding, the first things that come to mind are usually logos or colors. Typefaces, on the other hand, may come in at a distant third or lower. But even though they don’t always receive the same recognition that logos or colors do, typefaces play no less of an important role in branding — which is why it’s so important to learn how to choose typography for your brand.

Along with color and shapes, typefaces are one of the main building blocks of design. After all, nearly any application of your branding — your website, digital ads, packaging — will include copy. And if the typeface of that copy doesn’t complement the other elements of your visual brand identity, it can come off as amateur — like you haven’t put much thought into your design. Your audience may even struggle to get a feel for who you really are.

Choosing the right typeface isn’t just as simple as downloading the first free font you find, though — or at least it shouldn’t be. Below are a few things worth keeping in mind while you hunt for the perfect typeface.

First Things First

The key to selecting the right typeface is finding a match between the style of the lettering and the context in which it will be seen. Looking into a typeface’s history is a good place to start. A modern, high-performance athletic footwear company, for example, probably won’t want to use a typeface designed in the 17th century on their boxes. The connotation of the typeface is important as well — think about how traditional text in Times New Roman feels, or how juvenile Comic Sans looks. And don’t forget to consider the formal qualities of a typeface as well, like consistency and spacing. If you’re not a typography expert, this is where having a designer's help comes in handy!

Serif & Sans-Serif Typefaces

The two main categories that commercial typefaces fall into are serif and sans-serif. Serif typefaces are marked by small flourishes at the end of their strokes, while sans-serif typefaces don’t have them. Times New Roman is one of the most well-known serif typefaces, while Helvetica is a common sans-serif typeface.

Generally, serifs have more details and decorative embellishments, which can make them difficult to read at smaller sizes — so they’re usually not the best fit for body copy. You’re better off choosing a sans-serif typeface for that, and saving serif typefaces for larger text.

How Many Typefaces Should a Brand Have?

If you’re wondering how to choose typography for your brand, you might not be sure about how many different typefaces you’ll need. As a general rule, most brands choose two typefaces — one for titles and headers, and one for body copy. If you go this route, try to choose two that contrast one another so it’s easy to a) distinguish between them and b) understand the distinct roles they play. Choose two typefaces that are too similar, on the other hand, and they’ll clash and lose their purpose.

It’s possible to use only one typeface, though, as long as it’s flexible enough to be used in different applications. Try choosing a font with a few different weights to add a little more variety.

I rarely see brands with more than two typefaces. When you have a lot of different people touching your brand, it’s best to keep it simple to avoid confusion. I think you’d need a deep familiarity with typefaces and design to pull it off, but if you can, more power to you!

Where to Download Fonts

When thinking about how to choose typography for your brand, you'll almost certainly have to consider digital applications — there’s hardly a company out there anymore that doesn’t have some kind of internet presence. Then, you’ll have to decide whether you want to choose a cheaper (and sometimes even free) publicly-available font, or a bespoke one.

It wasn’t so long ago that people only used a handful of web fonts — remember when you would see Papyrus and Comic Sans everywhere? The past 10 years or so, though, have been somewhat of a typeface renaissance. Now, you can find a lot of high-quality fonts from Google and Adobe. But if you can afford it, I always prefer going with a custom-made font from a type foundry.

Custom-made fonts are so much more ownable, whereas if you use a publicly-available font, you run the risk of blending in with the hundreds or thousands of other businesses that have chosen the same one. Good type foundries put so much knowledge and detail into their work, which really allows you to stand out from the crowd.

5 Awesome Type Foundries Worth Checking Out

There are a lot of great type foundries out there, but a few of my favorites are:

1. Monkey Type

Monkey Type is a cool, quirky type foundry with a strong portfolio of custom sans-serif fonts. I’m particularly fond of Banana Grotesk, a really flexible typeface that I could totally see being used for decades to come. Its minimalist style gives it a timeless look, and its readability makes it work well for either header or body copy.

2. Dinamo

Dinamo is a Swiss type foundry that’s innovative in just about every sense of the word. They have a super fun, off-the-wall website, a really interesting licensing model, and of course, tons of cool typefaces. My favorite of theirs is Whyte — it has the most delicious cuts and a wide array of weights for all sorts of different use cases.

3. Acute Studio

Acute Studio is a Netherlands-based type foundry founded by Diana Ovezea. I love how refined her typefaces feel — one of my favorites is Silverknife, a funky-but-elegant take on Copperplate Gothic.

4. Sharp Type

Sharp Type is a critically-acclaimed studio founded by Chantra Malee and Lucas Sharp. There's so much variety in their typefaces that it's hard to pick just one stand-out, but Carta Nueva is pretty dreamy — it’s almost enough to make me want to get it as a tattoo! There’s a great backstory behind it, too. The designer, My-Lan Thuong, shared that it’s “a digital re-imagination of a pointed-nib calligraphy model from 1851 in Barcelona, Spain” found at an antique fair in Madrid. How cool is that?

5. Jung-Lee Type Foundry

You can tell that this Amsterdam-based foundry is one-of-a-kind from the minute you see their website. It has this surreal, retro, anti-design vibe that’s bizarre in the best way. You can even play around with the color, size, and weight of different typefaces with the type simulator on their homepage — I’m partial to Orbis, especially the italic weight with the beautiful ascenders.

Type foundries can be pretty male-dominated, so I love finding and supporting amazing women-owned studios. I’ve found a few different ones on Femmetype, an organization that celebrates women in type, and @womenintypography, an Instagram account that features womxn in type design.

Although they may not get the credit they deserve, typefaces are undoubtedly the dark horse of brand design. The right one can pull your entire brand identity together, while the wrong one can stick out like a sore thumb. And although it may still take some time before you find the perfect fit, you’re in a great position right now — learning how to choose typography for your brand is often the hardest part.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

4 Environmentally Conscious Brands to Celebrate This Earth Day / April 22, 2021 by Anastasia Salazar

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Even in the wake of a pandemic that has shaken the economy, sustainability is still at the top of consumers’ minds — a global survey from BCG found that 70% of respondents are more aware of the threat climate change poses now than before the pandemic, and 40% of respondents plan to integrate more sustainable behaviors in the future. On top of that, some studies have shown that sustainable companies are actually more profitable. Going green can be a big competitive advantage, and an increasing number of environmentally conscious brands are embracing it to the fullest.

But there are a lot of cliché, tired tropes when it comes to brand design for eco-friendly companies (think: green color palette, recycling symbols everywhere, brown paper packaging). That’s not to say you shouldn’t use any of those things, but if you use all or most without adding a twist, you can’t expect your brand to stand out. Do your eco-friendly branding well, on the other hand, and you can drive affinity for your company and benefit the planet, its people, and your profits.

Below are a few companies that are doing a particularly good job of highlighting their eco-friendly bona fides in a unique, creative, and appealing way — check them out to find some inspiration for your own brand.

Environmentally Conscious Brands to Watch

1. Prose

Prose, a Brooklyn-based company that offers personalized hair care, has an apothecary-like look that really stands out in their space. Their academic font and ingredient index feels intellectual and scientific, but not overwhelmingly so. They manage to balance their textbook vibe with a touch of warmth from their color palette and authentic portraits. The packaging looks almost like a prescription, but it’s still eye-catching enough to make you want to buy their products. They also do a great job of highlighting their environmental efforts without it being heavy-handed — as you scroll throughout the site, you can see the B Corp logo and find details on their earth-friendly ingredients and packaging.

2. Mutha

Skincare product company Mutha takes a much different approach, with a look that’s bold and brash. Their all-caps font, contrast-heavy photography, and metallic purple packaging make their branding hard to ignore — and it’s definitely not the kind you typically see with clean beauty products. In fact, it’s pretty hard to spot their eco-friendly shoutouts at all. They mention that their products are clean a few times throughout the site, but it’s really only on their FAQ and ingredients pages that you get details on their natural, (mostly) vegan, and often organic ingredients. With so many similar companies going all-in on an earthy visual style, Mutha really challenges the idea of what environmentally conscious brands can look like.

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3. Buffy

Buffy, a bedding company that uses sustainable materials, has a really cool retro feel to their brand. And you can see it the second you open their website, thanks to their prominent chunky 70s-inspired typeface. Their lettering is so big and fluffy it looks like you could sleep on it. They feature the natural materials they use prominently on their site, and share their sustainability practices on their mission page. There, Buffy highlights not only their responsible materials but also their carbon offset program, donated returns policy, and even a detailed timeline on how they’re working to close the loop in the next 10 years — proving that their eco-friendly branding is more than just talk.

4. Girlfriend Collective

Girlfriend Collective first debuted with leggings made out of recycled plastic, but they have since started manufacturing clothing and accessories of all kinds: dresses, windbreakers, bras, scrunchies… they even make laundry bags and washing machine filters to catch microfibers from their recycled plastic before it ends up in the ocean. They have a super soothing neutral color palette, a big trend in the direct-to-consumer space, but they manage to make it their own by pairing it with a 70s-inspired serif typeface that has a bit of gothic flair. I love how much diversity they have in their models, too. You see bodies of every shape and size and disabled folks as well — one of their models was a Special Olympics gymnast with Down syndrome. They’re really transparent about their processes, too, from why their products are made in Vietnam instead of the U.S. to instructions for recycling them. From top to bottom, Girlfriend Collective makes you feel good about supporting them.

Walking the Walk

While there are lots of great environmentally conscious brands today, there are also a number of companies that try and capitalize on green trends without doing the necessary work to back it up — a practice referred to as greenwashing. One time, for example, I found out that a company using brown paper in their packaging — which usually indicates natural, unrefined paper — was actually standard white treated paper that had been dyed brown. While it may seem like a quick win at the time, your audience will probably discover that you’re not practicing what you preach at one point or another — and that kind of scandal can pose an existential threat to your company. So if you are going to brand yourself as eco-friendly, make sure it’s not just hot air.

There are a ton of different ways you can embrace green practices at your company that will help make sure your environmental footprint lines up with your branding. Here are just a few ideas:

Use sustainable materials in your products. You may even want to go the extra mile and detail how you source and process them. Transparency builds trust!
Use eco-friendly packaging and shipping materials, like cardboard, unrefined paper, cornstarch packing peanuts, aluminum containers instead of plastic, etc.
Look into becoming a B Corporation, a certification given only to companies that meet high environmental and social good standards.
Support small, local vendors whenever possible. Shorter distance traveled means fewer CO2 emissions.
Offer a recycling or repair program. The more you reuse and recycle, the fewer virgin materials have to be created.

It’s great to highlight green practices like these if you employ them, but make sure it doesn’t sound too much like you’re patting yourself on the back. No brand is perfect, after all, but you should always be striving to improve.

With climate change and environmental damage already impacting the world, it’s important for companies to act fast. The good news is once you do, it can have a ripple effect, inspiring other organizations to follow suit and individuals to be more sustainable in their everyday lives. While environmentally conscious brands may not be able to save the planet alone, green business practices and branding helps amplify the climate conversation we need to effect change.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

5 Women-Owned Creative Agencies You Should Know About / March 8, 2021 by Anastasia Salazar

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Take a quick guess at how many creative agencies are owned by women.

If you guessed anything north of .1%, you’ve overestimated.

At Anastasia Salazar Design Ltd., we’re proud to be part of that .1%. We’re woman-founded, woman-owned, and our amazing staff is made up entirely of women. But we know that this is the exception rather than the rule.

Despite how many women work in creative fields, there are remarkably few women-owned creative agencies — and the design world needs to think about how and why that’s happened. While I know our agency can’t fix the system alone, women's empowerment is one of our core values, and we're committed to doing our part to elevate women leaders, founders, and creative directors.

There are some really talented women-owned creative agencies out there today, and we couldn’t think of a better opportunity to celebrate them than International Women’s Day. Here are a few that we admire — and hopefully, you will too.

1. Cachetejack

Cachetejack is a team of two Spanish illustrators, Nuria Bellver and Raquel Fanjul. While they’re only a two-woman show, they’ve booked major clients like Apple, the New York Times, and Nike. One of their more recent projects was providing illustrations for Burger King’s rebrand. Fast food has gotten more fun and creative with their branding in recent years, but it’s often been from a messaging perspective versus a design perspective (think about how many brands tried to mimic the tone of Wendy’s Twitter account after their snarky responses went viral). Here, Cachetejack brings their playful, quirky visual style to a huge corporate brand. Not only does it look great and work well — it opens the door for other brands to push the envelope on design too.

2. Joan Creative

Ad agency Joan Creative was founded in 2016 by Jaime Robinson and Lisa Clunie, two industry veterans that decided to set up their own shop. The work they do feels very polished and high-end, but there’s also a subtlety to it that differentiates them from other ad agencies. Their sensitivity to art direction and bright, high-flash lighting, make their advertisements feel more like art. They’ve worked with brands like Lucky Charms, Netflix, and Google, which speaks volumes about their ability to nudge big brands into taking risks.

3. Yowie

Philadelphia-based Yowie has a super interesting business model. In addition to providing art direction and interior design services, they’re also a direct-to-consumer company with an online store and brick-and-mortar shop. And while they’re not the first agency to add a D2C component, they are (in my opinion) one of the most impressive. The ecommerce and retail sides of their business add a lot to their brand, and give prospective clients a good feel for the kind of work that they do — you can see in a very tangible way how they approach D2C branding.

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4. NORA

NORA is composed of a wife-and-husband duo with a really unique style, defined in large part by the limited color palettes they use across all of their projects. But even though their aesthetic has a distinct feel to it, they manage to tailor their work to each client, which is important — you don’t want to shoehorn too much of your own preferences into somebody else’s brand. Still, many companies seek them out precisely because of their look. It’s cool to see an agency that is able to do their own thing, but make it work across such a wide range of applications.

5. Louise Fili

Louise Filli is a brand designer who works almost exclusively with food products and restaurants, and draws on her own heritage to create designs with an Italian-inspired visual flare. It’s a very niche market, but she’s well-known and respected for it. You’ll often see her work being taught to design students in college. Her style is pretty traditional and old school, which stands out a lot in an age of digital design. I looked up to her studio structure quite a bit when I was starting my own agency — even though she has a team of two other designers, the agency bears her name and banks on its recognition.

As much as I love these women-owned creative agencies, I’d be remiss if I didn’t make a plug for my own. Anastasia Salazar Ltd., which is founded, owned, and staffed all by women, is a visual design and branding agency that helps businesses discover their story and empowers them to share it with the world. With our eye-catching, effective, and flexible brand design, we aim to bring a little bit more beauty into the world each day.

It’s no secret that there’s a lot of work to be done before women reach parity with men in the design world, and it won’t be easy or happen overnight. But by supporting women-owned creative agencies, you can help us get one step closer.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.