For most designers, getting the opportunity to create a brand identity from scratch is a coveted prize that offers boundless potential to flex their creative muscles, generate a lot of cohesive work, and walk away with a product that will support their client for years to come. In the first part of our series on branding we looked at the foundations for effectively building a brand from the ground up. Creating a strong visual identity is a huge part of branding, requiring the most time and labor of any part of the process. This is what gives customers emotional connection and top-of-mind awareness to the brand.

Many people belong to that special class of “hustlers”, the hard working bunch known to put 110% effort into everything. Busy, swamped, underwater; whatever word you’d like to use, we glorify those who dedicate themselves above and beyond to their work. Ironically, many of the busiest of us aren’t the most productive, wasting endless cycles moving in too many directions. Matt Trice (Lead UI/UX Designer) is the converse archetype — he glides effortlessly through a seemingly endless list of tasks, often under appreciated, always with the professional calm reserved to the masters of their craft.