When working on the visual identity of a brand, my main objective is to simplify and clarify what the brand is all about. I aim for an aesthetic that is authentic, intuitive and a little bit surprising.

I also like to think about brands in a wider sense, beyond design, strategy and marketing, since the way people feel about a brand is influenced by various things, many of which aren’t fully in our control.
My thoughts on branding are influenced by the book ‘A New Brand World’ by Scott Bedbury, in which he writes:

“A brand is the sum of the good, the bad, the ugly, and the off-strategy. It is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the god-awful ads that somehow slipped through the cracks. It is defined by the accomplishments of your best employee - the shining star in the company who can do no wrong - as well as by the mishaps of the worst hire that you ever made. 
It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you only guide and influence it.”