What is brand strategy?

It sounds lofty and questionably important. Strategy sounds smart and calculated. Something you went to school for or had to do all the learnings on. It’s essentially planning and to be honest, who does any of that anymore?

Brand Strategy is my 9-to-5, or are more shamefully my 8am-11pm. It’s all of my commercial design work, art direction, researching, writing and presenting. It’s all of these things together.

I’ve labelled this section Brand Strategy instead of just branding, advertising, marketing, art direction, design or illustration because I really don’t tackle any client work or job without thinking about the strategy behind all of these things. At least not any more.

Below you’ll find a selection of client work which spans my 20+ year career. It doesn’t seem like much but that’s fine. This isn’t my complete portfolio or even my best work. I’ve tried to pick examples which showcase a wide range of executions. I’m still very hands-on, maybe even more than ever. Is this a good thing? Maybe. Is it a bad thing, probably. Am I control freak? Not necessarily., but I can every profile needs a direct. Someone who iwants to take the final shot. Give theme the ball. This type of mindset requires a level of vision and confidence in being able to execute. You’re either the star slyer taking the shot on the court or your the coach. If you can still run the court, then you’re going to do so.