Storytelling in Digital Innovation
In early 2022, a former colleague reached out with an intriguing challenge from her new role at Artisan Studios—a digital innovation consultancy ready to refresh its branding with a bold, fun approach. They were inviting both internal and external designers to develop a new logo, promising a vibrant mix of creative ideas. Despite being busy with Byson at the time, I couldn’t resist the opportunity. Adding an extra twist, I learned that a former teammate from Credera was also competing, sparking a bit of friendly rivalry.
The brief was straightforward but the deadline was tight: three unique concepts in just two weeks. For several days, I struggled to find that spark of inspiration, feeling like every idea was contrived. True to my nature, however, I eventually thrived under the pressure. Just two days before the deadline, I finally found my momentum and produced three very different concepts.
Concept One:
At first glance, it’s a funky, abstract capital “A.” But its story runs deep. While experimenting with shapes, I envisioned the true meaning of an artisan—skilled hands crafting art with passion. I shaped two organic forms that subtly resemble hands forming the letter, paying homage to artisans whose creativity and dedication bring art to life. Even in digital innovation, where structure and discipline meet creativity, this design reflects the fluidity and passion behind every project.
Concept Two:
This design took a more abstract approach. I combined simple diamond shapes with strategic negative space to evoke the image of an open box—a nod to the innovative spirit of “thinking outside the box.” The interplay between solid shapes and empty space symbolizes how different skills and perspectives come together to form a complete, dynamic picture.
Concept Three:
Diverging entirely from the others, I created an emblem reminiscent of a wax seal. Featuring the company’s name flanking the founding year in Roman numerals, this design tells a story of craftsmanship and digital transformation. It’s modern yet timeless, evoking a sense of established excellence that stands out in a sea of competitors.
When the day came to present, all the designers joined a Zoom call with the CEO and executive team. I was struck by the variety of approaches—most designs focused on the letter “A” or leaned on classic symbols like arrows and compasses, but I intentionally explored different narratives. While others explained their process verbally, I was the only one to share a short visual presentation with mockups, walking everyone through the story behind each concept.
Despite a lingering imposter syndrome as I admired the creativity on display, I was confident in the narrative I had built around my work. To my surprise, although I initially assumed my former teammate’s design would be the clear favorite, the leadership team selected my first concept. They were captivated by the story behind it.
That moment was a turning point for me. It wasn’t just about designing a logo—it was about selling a story and a vision. I left that presentation feeling validated and inspired, more determined than ever to fuse storytelling with design in all my future projects.