Finding a way to "stand out" does not have to rely on tactics based on being bold, or loud. Sometimes you don't even need to be different, you just have to do better than your competitors. When I work with my clients I first want to learn all I can about them, their business, and what problems they solve for their audiences. Once I understand the history of a company and the goals they are working towards, I then start to sculpt branding elements that become storytelling tools utilized in marketing and advertisement campaigns.

In this example you can see my exploration of concepts related to the spirit of a brand, in this case: helping readers get to the "last chapter" of a book. As part of the overall brand strategy I wanted this classic shop to pay playful emphasis to a book mark sticking out from within a book. Once the concept was accepted and the brand was created, I also created mockups that would show how the brand should be displayed for maximum impact.