[Whitney Lamphere] writes here about brand strategy, visual identity, creative direction and the working reality of running a small studio: what a rebrand actually costs, why positioning fails before design does, and how founders and studios manage to talk past each other in the first meeting

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Most brand work fails because it starts with how things should look before anyone has decided what the company is. She works the other way. The strategy comes first, sharp enough to rule things out, and the identity follows from it. That order is the whole method, and it is the reason the work holds up when a company grows past the person who founded it.

https://whitneylamphere.wordpress.com/about

image source: https://about.me/whitneylamphere