The Art of Translation: How Brand Strategy Becomes Brand Design
Design is about making things look good. Except, it isn’t.
I know, blasphemous. But hear me out.
It was unclear to me at the beginning of my design journey how brand strategy translated to design.
What baffled me was how everyone talked about it. I thought, isn’t it just design? What strategy is there to it? Don’t I just have to make it look good?
Thinking about this, I noticed something.
Some brands — no matter how good they looked — were forgettable. Others, even with the simplest visuals, stuck in people’s minds like an unforgettable song lyric.
I started asking myself: What makes a brand stick? Why do some brands turn into movements and we never hear of others? It wasn’t about the colors, definitely not the logo. There was something else. Something deeper.
Then the holy grail:
Brand design without brand strategy is just decoration.
That’s the illusion — one that designers fall for, and clients willingly buy into. But this is the epiphany: branding that works, branding that lasts, is not about visuals. It’s about meaning.
The question now is: how do you turn meaning into visuals?
This is what I call the art of translation.
In this story, I’ll show you how strategy translates into design.
The War: The Disconnect Between Vision and Execution
Imagine this: you hire an architect to build your dream house. You tell them, “Make it modern.” They nod, take your money, and start building.
No question about your lifestyle. No questions about how many people will live there. No questions about whether you prefer cozy corners or open spaces.
The result, as you can guess, is a house that looks mind-blowing… but doesn’t feel like home.
Branding works the same way.
Clients come in saying, “Make it look good. Make it pop!” Designers oblige. And that’s how brands end up with visuals that don’t mean anything.
Looks alone don’t reveal vision.
Looks alone don’t sell.
Looks alone don’t build legacy brands.
Branding, real branding connects. It pulls people in. It resonates. It makes someone say, “This is exactly what I’ve been looking for.” And for that to happen, design needs to be built on something bigger, something more grand.
That something is strategy.
Here’s how it happens:
The Discovery Call: Extracting the Brand’s DNA
A lot of creatives call this a “vetting process.” A way to see if a client is a good fit.
But let’s call it what it is — this call isn’t about fit. It’s about extraction.
The best designers don’t just ask questions; they extract hidden truths. They dig for the why behind the business. Not just “What do you do?” But “Why does it matter?” Not just “Who’s your audience?” but “What are they missing that only you can provide?”
A great brand isn’t built on assumptions. It’s built on precision.
And the best designers? They’re part therapist(yikes), part detective, and part artist. They take raw thoughts, messy thoughts, and combine them into something tangible.
The Moodboard: The First Layer of Meaning
This is where things start getting visual.
Once the brand’s meaning is clear, it gets translated into visual cues. Words become illustrations. Colors become moods. Emotions become fonts. Ideas become imagery.
The moodboard is the first milestone. It’s the “before the before” — a way to see if the emotions and energy match up before moving to design.
Think of it as the trailer before the movie.
The Audience and Competition
Branding isn’t created in a vacuum. If it’s going to stand out, it needs to be aware — of the audience it serves and the competition it stands to face.
- Audience: Who are they? What are they naturally drawn to? What keeps them up at night?
- Competition: Who else is in the space? What do they look like? What gaps are they leaving open?
See, the best brands don’t just exist. They position. They don’t just “fit in.” They own a space.
The Archetype and Tone of Voice
Brands have personalities.
A brand can be bold, witty, mysterious, and all forms of sarcastic. And that personality dictates everything — from design to messaging to customer interactions.
- A brand that wants to be trusted? It looks stable and consistent.
- A brand that wants to be playful? It moves fast, uses vibrant colors, and speaks casually.
It’s not about choosing the trending color palette. It’s about picking colors that mean something and words that evoke a certain emotion.
The Masterpiece: The Onion Representation
This is where most people stop. It’s complex and hard.
Branding, real branding has layers.
Not just visuals, but the meaning behind them. Not just messaging, but the naunce of it all.
These memorable brands aren’t just recognizable. They’re rich with meaning.
- Nike isn’t just about shoes. It’s about pushing limits.
- Apple isn’t just about tech. It’s about challenging norms.
- Coca-Cola isn’t just a drink. it’s about nostalgia and shared moments.
Their branding doesn’t just look good — it tells a story.
And that’s what great design does. It doesn’t just sit on the surface. It invites people in, layer by layer, like peeling an onion. Only, this one doesn’t hurt if executed well.
If you’re building a brand and aren’t just looking for another designer, send me an email at tifukelison@gmail.com
Bye, don’t forget to clap.
P.S. “Also, I’ve literally never heard a client say “make it pop.”
