Your company's visual identity should have little to do with your personal preferences

Your visual identity isn’t a mood board of personal favorites. It’s proof. Proof that your market position is real, intentional, and consistent. If your stance is fresh and modern, the brand should look and feel fresh and modern. If you’re natural and organic, the system should telegraph that from the first glance. Stand out, yes—but never at the expense of alignment. The job is to create a coherent emotional experience that locks in the position you want to own. That’s why serious repositioning so often comes with a new look. You can’t create a new emotion with old assets that were built for a different story. When the strategy shifts, the visuals have to carry that new meaning into every touchpoint—logo, typography, color, voice, motion—so the market immediately “gets it.” If you’re changing your position (or suspect your brand visuals aren’t pulling their weight), send me a note and we’ll align the identity to the strategy so the market feels it instantly.