Joanna Tulej

Designers don’t just deliver — they drive results When you think of graphic design, you might picture stunning logos, sleek websites, or eye-catching packaging. But here’s the truth: great design isn’t about what you get; it’s about what it gets you. A thoughtfully crafted brand identity: ✅ Builds trust at first glance ✅ Communicates your value without words ✅ Turns curious browsers into loyal customers The best designers don’t just create pretty visuals. They dig deep into your business goals, your audience’s mindset, and your unique edge. They ensure every design decision connects to the why behind your brand. So, the next time you hire a designer, don’t ask, “What can you deliver?” Ask instead: 💡 “How will this design solve my problem?” 💡 “What impact will it have on my audience?” 💡 “How will this set my business apart?” Because great design doesn’t just sit on a screen or a business card. It transforms your brand and drives results that matter. What results has great design gotten for your business? Let’s share some stories below! ⬇️ –––––––––– Hey 👋 I’m Beth, and I specialise in brand identity and graphic design.  Book a no obligations brand identity consultation here 👉 https://lnkd.in/e89NNJZ7 Or download my FREE Brand Blueprint here 👉 https://lnkd.in/en4SeiC4

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This week’s To Do’s & Distraction List (aka the “do later” list) TO DO: - send samples to media partners - make tech pack for 2nd product - finalize packaging concept - make some BTS vids for socials Distraction List: - post on the cat’s insta (iykyk 😂) - industry thought leadership w/ visuals - write a longform blog post about hiking in Switzerland - product 3 sample development - make my annual DR appts For me, I get so distracted by small things (like calling the DR office, for example). But that doesn’t need to happen today, if I call tomorrow, that’s okay too. That’s why it goes on the distraction list. That way, I don’t forget to do anything! #todo #thisweek #mondaymotivation #getitdone

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Taming the Green-Eyed Monster. Envy is one of the more unenviable aspects of advertising life. We’ve all had that moment where we’ve asked ourselves – along with the rest of the watercooler crowd – ‘why them?’ In my case that question was rarely asked of fellow creatives, given our work and results are glaringly plain to see, but there’s definitely been some head scratching in other areas of the business. A more extreme example involved a senior procurement suit brought in with much hoo-ha. His sole purpose? Securing serious names for our top end of town agency. After three unremarkable years, his client cupboard was conspicuously bare. In that time, the agency lost their biggest client, resulting in heavy headcount losses. The person in question remained unscathed. Clearly this wasn’t about performance. Last I heard, he had a small town of staff answering to him in one of the Big Apple’s bigger names. Clearly, there was something I couldn’t see in this guy and probably never will, and here, after a long-laboured anecdote, is my point. There’s enough going on in our increasingly complex world without worrying about who the fickle finger of fate points at next. At best, it’s a waste of head-space – at worse, destructive. Better to focus on factors within your sphere of influence. To borrow the wise words of Arnold Schwarzenegger’s father to his sometimes-wayward son: ‘Be useful.’ It must have resonated; I mean, why else would Arnie title his latest book with those two very words. BTW, if you haven’t caught the ‘Arnie’ doco, do yourself a favour. You don’t have to be into bodybuilding, Austrians, action heroes or politics, because there’s genuinely something in it for everyone – not least, his views on the importance of slaying the aforementioned emerald-eyed ogre. 

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For too long the creative industry has been full of Mad Men. And while that is changing, it’s still men taking home most of the pie. CEO and Co-founder of House of Oddities Sachini Imbuldeniya argues that if that doesn’t make more Mad Women want to rise up and take control of their creative destinies, then what will? #genderequality #DEI #leadership #DiversityAndInclusion #womeninadvertising #womenempowerment #adindustry #adland #creativeindustry https://lnkd.in/gq_ypvMA

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Lloyds Bank has just launched its most ambitious campaign ever, marking the beginning of an exciting new chapter. The multi-channel campaign, “The Power To Do It All,” promotes Lloyds' revamped mobile app and updated brand identity, crafted by Wolff Olins and powered by adam&eveDDB’s creativity. Lloyds is moving forward with a fresh, bold approach—offering more than just banking services. The campaign showcases two modern British family stories, where the Lloyds app steps in with unexpected solutions, empowering users to handle everything from investments to car finance. The message? Lloyds is here to help you take that next financial step with ease, all in a few taps. Suresh Balaji, Lloyds' Chief Marketing Officer, has driven this transformation, focusing on creating a brand that feels modern, yet timeless. The new tagline, “Lloyds Moves Everyone Forward,” captures this vision. It’s not just about finances—Lloyds is making sure their customers are equipped for every stage of life, financially and beyond. With a refreshed visual identity, including a modern color palette and custom typeface, Lloyds is blending tradition with innovation. Miranda Hipwell from adam&eveDDB emphasizes the creative direction, adding humor and relatability while maintaining the brand's iconic DNA. This campaign sets the stage for Lloyds as a digital-first bank, demonstrating how banking can be easy, efficient, and even a little fun. It’s a bold move, powered by seamless partnerships between Lloyds, Wolff Olins, and Zenith, showing that the future of banking is here—and it’s designed to move everyone forward. ---- Follow Manav T. for more stories. #Branding #UX #UI #MT #ProductDesign

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This is a great example of how organisations can take advantage of trends - but they need to have a solid understanding of who they are first to get it right! With Gen Z, authenticity really matters. If you aren't authentically you then it just wont work.

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Sometimes, you can’t even see a rebrand has happened! Look at LEGO… The most remarkable brand turnaround in history. But, it looks the exact same?? 🤔 When you look at LEGO's logo, colour palette, and wider visual identity, not much has changed. Yet, the brand has transformed its market presence dramatically. What’s the lesson here? That rebranding isn’t about how technically sophisticated the design is. Instead, it’s about how well you understand and address the brand's: → Circumstances → Challenges → Audience For LEGO, subtlety was key. They expanded their appeal by launching new digital channels to engage both kids and parents. They knew their audience didn’t need a new logo to love LEGO again… All it took was a fresh reminder of the joy LEGO brings! — Which classic toy do you think needs a rebrand?

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Here’s why Envato’s (the go-to design source for creatives) rebrand works: 💫 🧬 Brand evolution → Aligns with the dynamic creative landscape. 🆕 New logo → "Creative Spark" and "Dynamic Dot" symbolise energy and individuality. 👥 Collaborative effort → Created with in-house teams and community creatives. 🌈 Vibrant colours → Bold Envato green and new hues reinvigorate the brand. 🌐 Enhanced website → Modernised UI and improved UX for a seamless experience. 🎵 Sonic branding → New sound captures the brand’s dynamic essence. 📝 Consistent values → Reinforces commitment to inspiring and supporting the creative community. Envato's rebrand strategically Aligns its visual identity With its mission to empower creatives, Ensuring continued inspiration and engagement. Envato needed a makeover, And it delivered one that is in line with It’s purpose while keeping up with trends and creatives. P.S. Like or dislike? Let me know why.👇🏻 Video credit: Envato #BrandStrategy #Design #Creativity #Rebrand2024 #Envato

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Many brands fall into the trap of describing themselves with subjective terms such as 'world class', 'the best' or 'stylish design'. These claims often feel hollow because they're rooted in the brand's perspective, not something universally recognised. Consumers are skeptical, and ultimately the definition of 'best' is defined by the consumer, not the brand. What one person considers best may not resonate with another, making these subjective claims unreliable and often unconvincing. So what should brands do instead? Focus on objectivity with value, statements that highlight your unique strengths and the value you bring to the table. Here are a few examples: Original Claim: "World-Class Care" Objective with Value: "Empowering healthier lives through compassionate care and groundbreaking innovation." Why It Works: This statement still conveys the brand’s commitment to excellence but does so in a way that highlights both the human touch ("compassionate care") and the brand’s drive to push boundaries ("groundbreaking innovation"). Original Claim: "The Best Coffee in Town" Objective with Value: "Bringing communities together over ethically sourced, richly crafted coffee." Why It Works: This shifts the focus from subjective “best” to a purpose-driven narrative about community and ethics. Original Claim: "Sleek and Stylish Design" Objective with Value: "Designed with intention to blend seamlessly into your life, enhancing your home’s unique character." Why It Works: Rather than just claiming to be stylish, this emphasizes thoughtful design that adds value by complementing and enhancing the user’s space. It’s about the product serving the customer’s lifestyle and aesthetic. Striving for objectivity doesn't mean losing the emotional side of a brand; it's about grounding the brand's unique essence in something real and relatable. It's about telling a story that resonates emotionally, while being credible and trustworthy. #branding #brandbuilding #branddesign

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I'm coming to it slightly late, but I enjoyed this refreshingly honest take on AI from Simon Case. "The big agency networks are not telling the truth about what's going to happen. They don't want to admit there will be big fallouts and many very unhappy people." I think that's entirely correct, but I also think there will be some unhappy agency networks, too. That's because I think the whole charging model of the agency world is probably the worst possible model to try to navigate the emergence of AI with. As the article says: "The one thing that AI can't do is come up with strategy and good ideas, so creative people will still be needed." …and yet most agencies are giving away precisely that thinking in order to charge for creative output, a charging model which delivers the benefits of productivity increases to clients rather than to agencies. AI massively reduces the cost – both actual and perceived – of generating creative output, and so massively reduces its value. So you're stuck either transitioning to charging for something you've historically not charged for, or trying to maintain high fees for something that's increasingly commoditised. Neither is at all easy; I can't see how the large networks navigate it, personally.

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A Visible Distance interrogates the last 3 decades of design and creativity, from the commercialisation of the internet to the advanced technologies and practices of today. The creative industries are not short on autobiographies, monographs, and more of the like written by established figures, many of whom started their careers in the 1970s and 80s. But recently, a new type of book by a contemporary author has entered the literary playing field. A Visible Distance is described as "part memoir, part manual" by its author, Matt Owens, founding partner and chief design and innovation officer at New York-based studio Athletics. His professional practice began at the turn of the millennium, and so he believes that he can convey first-hand, practical knowledge and advice to his contemporary peers through "a younger and more technically savvy voice". Delving into the interplay between creativity, process, and building a studio practice in graphic design and branding, the book reveals key insights and strategies from Owens' career. It unearths his experiences in and around punk music, skateboarding, and design school and how each of these cultural and educational influences played a role in launching his professional growth during the early internet boom. It goes on to interrogate the challenges he faced when building a creative agency, what he learned from them, and how they informed his philosophy of "continuous learning and adaptation in design and business leadership". Owens always intended for A Visible Distance to go beyond autobiography, as he wanted to be able to share tactical strategies and ideas with readers. He explains how the book addresses "the complexities of balancing creativity, strategic business decisions, and the demands of modern brand building", blending personal stories with professional guidance. In Owens' view, the book is especially valuable for understanding how to combine creativity with business acumen and for those interested in the evolution of design practices over time. A Visible Distance looks at design and creativity over the last three decades, moving from the advent of the commercialisation of the internet in the late 1990s to the disruptive technologies and practices of late, like artificial intelligence, automation, and distributed and hybrid teams. "A Visible Distance gets to the point, by example, with real topics that design students and young professionals should be reading more of, instead of bookmarking Instagram portfolios and TikTok trends." . . Ready to elevate your brand? Reach out to explore how we can work together to bring your vision to life! . . #VisualDesign #Storytelling #CreativeWriting #DesignThinking #Branding #UserExperience #Innovation #Collaboration #mt #protagonist #manavtejura #pixelsbymt Manav T. Pixelsbymt Protagonist

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Say hello to FPG world!!! Brand creation is always exciting, but brand extension is the true challenge. It requires honouring everything that was done before and creating something new in the process, and I was glad to take on this challenge with my fellow takos Elizabeth Ngoo Alan Tai Siang Ying Kerk! Fleshing out this world with all of FairPrice Group's brands—from Kopitiam to Unity to the ubiquitous NTUC FairPrice—and seeing it come alive every time I open my FairPrice app is a true joy. Now you can too. Read the full case study at yellowoctopus.com.sg.

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This is a story about changing your mind from a doom and gloom narrative to one of personal agency and adaptability. Change is inevitable, even on a good day, and the best tool we have for facing our futures is to take a light and adaptable mindset, take agency to execute our utopian visions, and create our personal paradise, rather than allowing ourselves to drown in a dystopian narrative. If you enjoy, please share!

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A trophy from the GOAT. Steamy creative affairs. Career Trajectory changed. The 🏁F1 Innovation Prize🏁 changed my life: (another reflection in advance of an approaching career milestone...) Side-projects etc can be quite nourishing for creative full-timers. Ten-plus years into a studio marriage, It had been forever since I truly worked solo, and without my (awesome) team & famous clients. I pitched an idea to Formula 1— new ways to design the F1 broadcast experience: With my background in future-tech for film, and an amateur racer myself, this was the wheelhouse-inside-my-wheelhouse. As a result, I received an invitation to the F1 Innovation Prize Ceremony— a VIP event to be held at the US Grand Prix in Austin TX. It was beyond EPIC. We saw it all— tours of the paddock & broadcast facilities, F1 royalty everywhere, and Mercedes engineers gave us a detailed walkthrough of Lewis' car. And I was fortunate enough to bring my wife along (first ever trip without kids) to get the worlds coolest introduction to F1! After travels, tours, and tremendous anticipation, I won 2nd place. I was crushed! I still stay in touch with the winner Jamie Gough— an amazing guy that my wife & I plan various F1 rendezvous with. So what was my concept? A suite of interactive features and realtime gfx allowing you to customize the broadcast, including an augmented reality track view. If this sounds familiar.... I revisited the concept earlier this year through the lens of Apple Vision Pro (you can find it on my profile). It went viral. SUPERNOVA viral. +60 Million views. It's kinda crazy to me that after years of working on some of the biggest films ever made, I am now best known for making this little experiment. And while the F1 Innovation Prize was immediately a "remember on your deathbed" kind of moment, I had no idea that nearly 6yrs later it would still provide momentum, and a mindset for my current initiatives. Stay tuned, I'll be posting a few of my other favorite experiences in the coming days.

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When I saw Jaguar’s new rebranding campaign, I couldn’t help but think of scenes from The Hunger Games or Blade Runner 2049. The bold colours, avant-garde fashion, and stark minimalism feel cinematic, almost otherworldly. It’s striking, but it left me questioning: is Jaguar redefining luxury, or just dressing up for the part? Much like the Capitol in The Hunger Games, this rebrand screams opulence, exclusivity, and a break from tradition. But here’s the problem—movies like these show us that bold visuals without substance can feel hollow. Jaguar’s “Copy Nothing” ethos aims to carve out a unique space, but can it deliver cars that live up to this vision? In a market dominated by Tesla’s innovation and Porsche’s heritage, Jaguar’s promise to go fully electric by 2030 is admirable, but it feels like they’re entering a race that’s halfway over. The strikethrough logo and sleek branding are trendy, but will they resonate with loyalists who’ve always seen Jaguar as a symbol of elegance and engineering? Or is this rebrand catering to a niche audience, much like sci-fi worlds that appeal to dreamers but not always the masses? If this were a movie, Jaguar would be at a crossroads in the plot. The hero (the brand) has declared its ambition to become a “modern luxury” icon. But whether it achieves legendary status or becomes another character in the luxury EV saga depends on what comes next. What do you think—cinematic brilliance or a shiny costume for the same old story? #Jaguar #Rebranding #LuxuryElectricVehicles https://lnkd.in/gpGmjyV3

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Can we talk about how ingenious the ‘Gen Z slang’ trend is? 💅 You’ve probably seen the Curry’s version, but this example by Beamish Museum ticks all the boxes and shows how versatile this trend can be - if you know how to do it. ✅ captures all audience age brackets ✅ results in easily shareable content ✅ injects much needed humour into their marketing ✅ showcases the museum as an attraction (yes, I want to go) Boomers/Gen Xers using Gen Z slang (which let’s be honest, is a bit of a mystery to us all) to appeal to Millennials (who are also trying to keep up with the ever-changing slang) is a masterclass in knowing your audience and adapting your marketing to suit. Also this got served to me on my FYP, not sure what that says about me 🫠 What other examples have you seen? #genz #verydemure

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Struggling to break down silos and achieve brand consistency across departments? Join The Unified Brand Podcast this week as we chat with Hugo Timm, Senior Creative at Frontify and former Design Director at WeTransfer and BBC Creative. Hugo dives deep into the challenges and solutions for building a strong, consistent brand in today's digital world. Listen to the full episode and learn how to break down silos and unify your brand experience: https://lnkd.in/e-8Qwjag #BrandManagement #InternalBranding #MarketingStrategy #DesignThinking #TheUnifiedBrandPodcast

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Sitting watching ‘The Rapid Evolution of Athletes as Brand Builders’ at Cannes Lions International Festival of Creativity where Tim Ellis DeAndre Hopkins Joe Burrow Justin Jefferson talk about the changing roles, expectations and opportunity Athletes as creators have in brands. Whether it is Barbie to Squidgame, from football to skateboarding, or from the Paralympics to Pride events, all of these are deeply intertwined with personal identity and shared meaning. Allowing individuals to freely express themselves and forge communities with others who share similar passions and affiliations. In sports, the connection between fans and players has deepened. For me it was exemplified by figures like Valentino Rossi whose charisma and skill have drawn many to Moto GP growing awareness, love and fans to the sport even if they do not ride. But this is all sits squarely in the play arena With the advent of digital culture, the influence of play in driving cultural change has accelerated significantly. Prominent figures and brands show us how play can transform and inspire. People like Natalie Portman and brands like Ferrari use play to connect with audiences and build strong identities. Athletes, gamers, streamers, and sports stars become central figures, creating bonds with fans and making play a powerful tool for personal and collective expression. Players are now creators driving growth and engagement. Play is serious business, but this creativity and self-expression are key. This is not limited to sports, brands like Sony and MAC Cosmetics use play to spark creativity and encourage unique identities through inclusive makeup. Sony’s shift into #anime and #gaming shows brand reinvention. Connections and inclusivity are crucial. Play builds communities and belonging. Angel City, a soccer team backed by influential women, aims for an inclusive soccer future. Brands like PARK tackle global issues like #inequality and #climate change through play. Play promotes personal growth, developing individuals and bringing joy. Gaming, sports, or creative arts help explore identities and growth. Overall, play helps brands connect, innovate, and create a culture of creativity and inclusivity, making a positive impact on society and well-being. Creatives and athletes play crucial roles in this change. For more info on play and brands, download the Interbrand Play Arena and check out more play cases such as SKWEEK, Rafael Nadal, Mofumofu the Gamba Osaka mascot and much more on Interbrand.com

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Food for thought - Literally 🍽️ In an innovative move, Burberry’s latest campaign enlists some of the most influential names in pop culture, including Cara Delevingne, Cole Palmer, Olivia Colman, Barry Keoghan, Eberechi Ezem, Little Simz and Zhang Jingyi. But instead of showcasing the typical high fashion and glitzy, larger-than-life sets, this campaign flips the script with a grounding approach — capturing each star in everyday scenarios involving food: brewing tea, savouring breakfast and snacking in seemingly mundane, relatable moments. Burberry’s campaign is a testament to the evolving definition of luxury, especially for Gen Z, who view lifestyle, authenticity and quality over traditional luxury symbols like designer bags or couture. In a Vogue article published last year, it was noted that “Gen Z creators on social media are swapping the luxury bags Zara separates in their hauls and unboxing videos, for smoothies and sandwiches — and audiences are eating it up." This shift highlights the growing trend of viewing food, especially premium or artisan food items, as symbols of status and taste. Gen Z and younger consumers prioritise experiences, quality and authenticity over the mere flash of high-end designer goods. 🥪🍱🍛🍝 The ritual of making a matcha latte, savouring an artisan sandwich, or sipping a carefully brewed tea has become the new “luxury unboxing,” presenting an opportunity for brands to align themselves with this authentic and relatable content.

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