Conscious Branding
I have a confession: I love email marketing. Not just designing emails, but subscribing to businesses and individuals who inspire me. One of those businesses is Mezzanine, a brand design studio based in Newcastle that I was introduced to during my university days. Their philosophy of "conscious branding" resonates deeply with me, and a recent email from them left me reflecting on what it means to build meaningful connections through branding.
In their latest email, they spoke about the future of brands and how those that will stand the test of time are the ones that are human at their core. Not just in how they communicate, but in how they create, operate, and serve. As our world becomes increasingly automated, what people crave is not more interaction, but deeper connection — something real, something felt. That struck a chord with me.
As a designer and artist, my purpose has always been to bridge the gap for smaller businesses in my local area. These are the sole traders and passionate entrepreneurs who have poured their hearts into their businesses because they genuinely love what they do and the people they serve. Unfortunately, many small businesses don’t have the resources to access the expertise of studios like Mezzanine, but that doesn’t mean they can’t achieve similar outcomes. I believe the key lies in authenticity.
When I bring up the idea of brand strategy with my clients, it can feel intimidating at first. But really, it’s about being conscious of the decisions you make — right down to the choice of font or the shade of a colour — to evoke a feeling and communicate a message. Authentic branding is about understanding who you are and who you’re trying to connect with, then making every decision from that place of clarity and purpose.
What I’ve realised is that my role isn’t just about educating small businesses on the importance of purposeful design. It’s about encouraging them to embrace their uniqueness. Being original is scary because it means stepping into uncharted territory — doing something no one else is doing. But that’s where the magic happens.
My niche isn’t defined by a particular industry. It’s defined by passion. I work with people who are deeply invested in what they do, and I help them tell their story through intentional, thoughtful design.
When a brand is built authentically, it doesn’t just reach people — it truly connects with them.
Mezzanine’s message reminded me why I do what I do. Small businesses have the power to shape culture and create meaningful change in their communities, and I’m honoured to play a part in helping them bring their vision to life. So here’s to embracing authenticity, celebrating passion, and building brands that aren’t just seen but felt.
If you’re a small business owner wondering how to navigate your branding journey, I’d love to chat. Let’s create something that reflects who you are and resonates with the people you want to reach.
