Does your business's visual identity really resonate with your vision for your business?

I recently received Online Trading Voucher funding from the LEO in Dun Laoghaire-Rathdown to get a brand new visual identity for LucyDesigns from superstar designer Aisling Griffin and photographer Eadaoin Curtin of Firechild Photography.

You might be wondering why I didn’t design my own visual identity. As a designer I know I would be never be satisfied with my own work, always tweaking and probably never quite satisfied. Sometimes it takes another person to translate your vision into something visual that creates the impact you want. I also knew I wanted to work with Aisling on the graphics. And I was never going to take my own photos, obviously, so I was delighted to be able to finally give the nod to Eadaoin for that.

So what's in a visual identity and is it worth the investment?

You might be thinking sure you can get a logo on Fiverr for next to nothing. And who needs a logo when your name will do? Colours? Typography, do they really matter? As for photography, maybe you think no one really wants to see a picture of you.

As yourself, is that the value you place on your vision for your business?

Your visual identity is a reflection of your vision, values and aspirations and you need to be proud of it! It must work at a commercial level and must be crafted with intention. When Aisling and I sat down to discuss how she was going to approach a new visual identity for LucyDesigns, we spent about two hours digging deep into my business, the type of clients I love to work with, my process and how I approach it. We talked about my personal style, likes and dislikes and, most importantly, the vision for my business. This information enabled Aisling to do her magic, transforming it into symbols, colours, fonts, shapes and themes.

Once your visual identity is mastered, you can move forward with your business with intention and flair. You can apply it to all your marketing and sales collateral with confidence, knowing that you are consistently communicating your values and your vision. Clients and prospects will soon automatically recognise it as yours and you will attract even more of the clients you want to work with. It also means no more wondering what fonts to use, what colours to apply and the endless search for unique stock photos for your blog and social media posts.

The photographic element, while not the work of a graphic designer, is a key element of your visual branding, particularly for small businesses. The photography really makes you stand out from the crowd, as nothing is as unique as your own photo! The success of your business depends on you standing out, and custom photography helps you make an instant impact.

I will write more about the actual photographic shoot in another post - Eadaoin and I had a blast - but for now I am delighted that images she took tie in so well with Aisling’s designs for my business. Indeed I think they shared notes, to ensure they both had understood the same goals and ambitions that I have for my business. They did!

Of course, none of this is possible without clarity of vision. That’s the starting point. For everything.

I’ll come back to that another time!

As always, thanks for reading!