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[MUSIC]

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Hey guys, my name is Matt, and I'll be
your teacher through this course.

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I'm a proud graduate of the Savannah
College of Art and Design,

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and I'm a brand identity designer at Focus
Lab in Savannah, Georgia.

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Check out my website at mattyow.com.

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Design is my passion, and I especially
love branding.

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Brand identity has always intrigued me
because

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it is so often discussed and disagreed on.

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It is so intellectual and contemplative

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while also being very, emotional and
irrational.

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When building a house for instance, there
is a

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strict process, the floor plan, materials,
measurements, so on.

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Otherwise the building will fall, not fit
it's

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occupants or simply be uncomfortable to be
in.

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Branding is unique, however.

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Designs can look amazing and we can, as
designers,

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drool over how beautiful a logo or
branding system is.

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But if the user base doesn't latch on,
it's a failure.

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The same can be said of ugly, poorly
designed brand

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images that somehow still retain consumers
and continue to grow.

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Just like you I'm still learning, so I
wrote an essay on the branding process

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to explore experiences and practices to
try to hone my skills and better my work.

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It's called Salt.

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Check it out online.

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And I've read books on design trying

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to find a faultless brand identity design
process.

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So far I've only read very good books

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that talk around it, rather than talk
through it.

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I'm learning there is not one design
process, but with enough practice and

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exercise we can create our best work by
following formulas best suited to us.

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A good way to begin this whole brand
process

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is to observe it through the lens of, a
journalist.

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Who, what, when, where, why and how.

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Establishing these circumstances as
questions

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can help us develop an understanding.

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Of how to help our clients with these
projects, as well

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as help us as designers inform our process
and gauge its purpose.

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I share the sentiments with Eddie Opara,
partner and designer of Pentagram, when

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he says, I wanna create a process that
excites me as a person.