Many designers forget that design is a form of communication. And that good design is a language, not a style. That's why so many focus on dumb things like styles and trends. The same happens with copywriters. We love using jargon and writing fancy words that make us sound cool or clever. The problem? Most designers (just like, we copywriters) forget that our work must talk to human beings.
The written form of communication is everywhere we go. We read it on our phones, see it in advertisements, and experience it on any kind of website. These letterforms are encapsulating specific kinds of characteristics and emotions to where a brand can create a level of meaning for any kind of reader.
Finding a niche and committing to acting as a specialist rather than a generalist can be a terrifying process— it certainly was for us. The good news is that it is achievable and well worth it. Check out our journey to expertise.
A new way to create design briefs.
More interactive, more collaborative, more effective.
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