How We Build Brands That Resonate
Branding 101: More Than Just a Pretty Logo
Branding isn’t just about what your business looks like—it’s about how it makes people feel. It’s the impression you leave behind after someone visits your website, scrolls past your Instagram, or sees your product on a shelf. At Lawson House, we believe branding is the foundation for building trust, connection, and clarity with your audience.
A strong brand design includes these core elements:
Logo – A visual mark that represents your business. It should be timeless, versatile, and rooted in strategy.
Fonts – Typography sets the tone of your brand’s voice. Whether bold and modern or elegant and soft, fonts help shape how your audience perceives you.
Imagery – Photos, icons, illustrations, and textures give your brand dimension and emotional depth.
Each of these elements works together to help your audience instantly recognize—and connect with—your business.
Our Branding Process Starts with Strategy
Before any design work begins, we ask our clients thoughtful questions to uncover the why behind their brand. These answers inform every creative decision we make moving forward.
Here are just a few of the questions we ask in every branding kickoff:
Who is your ideal customer, and how do you want them to feel when they interact with your brand?
What brands or aesthetics do you like and what do you want to avoid?
Where will your brand be seen most? (Social media? Packaging? Website?)
What’s your long-term vision for your business?
These conversations give us the clarity we need to create a brand that doesn’t just look good—it works hard for your business.
Design with Intention: Q&A with Our Lead Designer, Crysta
We sat down with Lawson House’s lead graphic designer, Crysta, to learn more about how she approaches branding and brings our clients’ visions to life.
What do you do if a client has vague ideas or no concept for the direction of their branding?
“If a client isn’t sure what they like, we start by showing two to three contrasting mood boards. This helps spark ideas and gives them something tangible to react to. Throughout the branding process, we also show logo options, font pairings, and real-world mockups—like how the brand could look on a website or packaging—so they can visualize it all coming together.”
How do you use different design elements to help brands communicate with their audience?
“We use fonts and typography styling to match the tone our client wants to convey. For example, if a brand wants to feel bold and strong, we might use all caps or thick, structured fonts. If a client wants more personality or approachability, we lean into handwritten or calligraphic styles. Serif fonts often signal elegance or sophistication, while chunky or wavy fonts give off a more playful, funky vibe. Every element is chosen intentionally to reflect the audience’s expectations and the brand’s personality.”
You Need More Than Just a Logo
Whether you're launching a new business or leveling up an existing one, branding is one of the most important investments you can make. It's not just about looking polished—it's about building a visual identity that connects, converts, and grows with your business.
Ready to create a brand that actually feels like you? Schedule a call with our team or get more info on branding packages here.
