Have you ever wondered what goes into creating a standout brand? In this blog post, I sit down with Frankie Pucci, our Graphic Designer, who has turned her childhood passions into a career in brand strategy. From experimenting with a clothing brand in college to working with top clients at 2TON, she knows the ins and outs of brand identity. Join us as we dive into her journey, define what makes a brand truly memorable, and so much more.
1. Hi Frankie! Thank you for taking the time to sit down with me. Can you tell us a bit about your background and experience in graphic design and brand identity?
I’ve always had an eye for aesthetics. As a kid, I would even make powerpoints for fun! When I got to college, I did have a few failed attempts at finding my jam. I majored in English then International and Global Studies and neither fit. However, I started thriving when I found my place with a double major in Art and Communications Design. Throughout college, I was always creating on my own time. I had a clothing brand called Cranky Frankie where I’d put fun designs with funny phrases on shirts. After I graduated, I worked at a handful of places as an in-house designer but didn’t start getting really excited about work until I found 2TON. I love the versatility and creativity that comes with working on multiple clients and crafting brands from scratch. Since my start at 2TON, I’ve helped with logo creation, brand guidelines, and overall brand ideation/strategy on some really cool projects like ONA + The Helm (Palm Beach Marriott), The Palio, and Palm & Ivy (The Grille).
2. How would you define brand identity, and why is it so important for businesses?
In my eyes, what differentiates a company from a brand is intention and strategy. A brand is how a company decides to come across and express itself to consumers. This can be done through logo, website, social media, marketing campaigns, etc. I think the most important thing that brand identity can do for a business is recognition. Brand identity is the difference between seeing a product and automatically knowing it belongs to a brand vs. any other of the same product being sold on the shelf. Think Apple, even without seeing the Apple logo on the back of an IPhone, you would instantly recognize it by the shape and look of the phone.
3. What are the key elements that make up a strong brand identity?
The key elements to crafting a strong brand identity are logo, tone and voice, color palette, typography, and a brand statement or mission.
4. How do you approach the process of creating a brand identity for a new client?
The process starts with a call with the client to learn about their goals and intentions. We ask the client about their intended audience, brand voice, competitors, and other brands they’re inspired by. With this information, we create a mood board that includes research on the brand concept, competitors, meaning behind the name, etc. Next comes the inspiration phase. We use sites like Pinterest, Behance, Dribble, and Adobe to gather examples of logos, branding, and typography that we feel aligns with the client’s vision. Then, we start sketching! With ideas and inspiration in hand, we put pen to paper (either physically or digitally) and start coming up with ideas. This step usually involves many internal calls with teammates to bounce ideas back and forth and discuss what’s working and what’s not. When we have a few solid sketches, we move on to designing the logo. We usually create 5 or 6 options which are then narrowed down to 3. These final options are presented to the client, mocked up on various mediums. Once the client selects a logo, we start developing the full branding package, including brand guidelines, business cards, and signage.
5. Can you share some examples of your favorite brand identity projects you’ve worked on and what made them successful?
So far, my favorite projects have been our work on Palm Beach Marriott (ONA/The Helm) and an exciting new one in progress, Palm & Ivy (The Grille). Both are restaurants, and I love the creativity we can explore while keeping the logos simple and clean. The latest trend in restaurant branding is using super simple wordmarks where typography takes center stage, with fewer icons and colorful illustrations. Creating something so simple yet unique is a super fun challenge. I’m also a nerd for beautiful fonts so I’ve had fun getting to test all the different variations. I believe we succeeded with these projects because we truly understood the client's vision. Combining that understanding with knowledge of current industry trends is key to creating a standout brand.
6. How do you stay updated with the latest trends and technologies in graphic design and branding?
I love Pinterest and am constantly on it, saving ideas for our next branding project. I also find it essential to follow social media accounts focused on branding or companies with great branding for inspiration. Some of my favorite Instagram accounts are @brandingtemple, @briefclub, and @andreyazizov. I'm always on the lookout for examples in everyday life, too. When I'm at a restaurant and see cool branding on napkins or menus, I'll snap a pic to reference later!
7. What advice would you give to businesses looking to create or revamp their brand identity?
The best advice I can give is to have a clear idea of what you want to communicate. This is where inspiration and following other brands come in handy. When a client comes in with a list of brands they love, it makes our job ten times easier.
Another crucial tip is to trust the professionals. 😉 At 2TON, we are total branding nerds, constantly sharing ideas, trends, and news related to design. Rebranding or starting from scratch can seem overwhelming, but we’re here to guide you through the process.
Looking to create or revamp your branding? Let's talk.
