As a Florida native, I know a lot about sun. How to prepare for record setting summers and the average 80 degrees Fahrenheit. Our solar system has a lot in common with design. There are giant and tiny elements all orbiting around a massive energy source. In design and branding this energy source is story. How will my design communicate the accurate narrative of this brand? And how does this brand promise to defeat the villains or obstacles who are preventing our users from achieving their goals.

Here the customer isn’t just a “user”, but a hero. The business is the guide, that obi wan or yoda always challenging you to reach your fullest potential you didn’t even know existed. Effective design is anchored in clarity and consistency. Consistently calling the hero to travel the steady path and to use the right tools we’ve created just for them to win.