Why Design Matters in 2018

As a Designer, I am constantly refreshing and rebranding products in this era of constant noise, loud personalities and tight budgets. I love the work, but it is not always an easy assignment. But I’ve never liked easy, unless we’re talking about eggs, then I like them over-easy but I digress…  So why a blog in 2018?

When I started SHELF Studio (formerly A Brand Studio) in the midst of the 2008 recession, I really didn’t have a roadmap of what that would look like. I just went for it and made it work. Easy, right? Not really and I’ve been asked many times over the hows and whys. On these pages you can expect tips, triumphs, and tragedies I’ve learned throughout my career as an entrepreneur, designer, and human. And Sprout and the SHELF crew are along for the ride, so saddle up (and subscribe). 


Great design goes beyond logo and packaging and all those digital assets. Its a montage of human psychology, strategy, and concepting that translates into a memorable personality that customers can identity with.

In essence, good design will:

  1. Create excitement around your brand. Most first-time consumer experiences are a result of great branding and packaging — designed well enough to be shareable, create buzz, and start a tribe of followers.
  1. Communicate your brand’s story to your audience — and fast. You have about 2 seconds from five feet away to capture your consumer’s attention. A good creative team will educate you on the best creative voice for your audience, while respecting your point of view. Teamwork makes the dreamwork.
  2. Great design is the result of good strategy and strategic positioning.  When you work with strategic partners, you are guaranteed to stand out. A good creative team will help you build a cohesive look and voice from your brand name to the packaging to the website to the expo booth. And the best results come from working with a team who collaborates with you from naming to expo booth — a creative partner who is with you for the long haul.

Good design will always win. And if you think it’s time for a brand refresh, it’s definitely time for a brand refresh.

We’ll see you on the shelf!