Beyond the Logo: The Fundamentals of Brand Every Designer Should Know

As AI, templates, and design tools become more accessible, the value of creatives is shifting.

The designers who thrive won't simply be the ones who know how to make things look good. They'll be the ones who understand how brands work, why businesses make decisions, and how to connect design to strategy.

Beyond the Logo is an introductory workshop designed for designers, marketers, and creative professionals who want to move beyond execution and develop a stronger strategic foundation.

In this session, you'll be introduced to a simple model that helps explain how brand perception is shaped…possibly in a way you've never thought about it before.

You'll learn why visual identity is only one piece of the puzzle—and how understanding the bigger picture can help you make stronger recommendations, create more effective work, and increase your value to clients and organizations.

What You'll Learn

• What brand really is (and what it isn't)
• The six components of the Brand Pie™ framework
• How strategic thinking can elevate your role as a designer or creative professional

What You'll Walk Away With

• A clearer understanding of brand strategy fundamentals
• A practical framework you can apply to future projects
• Greater confidence in participating in strategic conversations
• An actionable brand guide and companion workbook to immediately implement what you learned (OPTIONAL)

Who This Workshop Is For

• Graphic designers
• Freelance creatives
• Creative directors
• Marketing professionals
• Brand managers
• Students and emerging creatives
• Anyone interested in understanding how brand strategy works

This workshop is NOT focused on:

• Canva
• Adobe software
• Logo design techniques
• Social media tactics
• AI prompting

Instead, we'll focus on the strategic principles that will last the test of time, no matter what software, tools, or techniques you use.