WHEN A NOVICE DESIGNER BUILDS A BRAND FROM SCRATCH…

 

7 weeks ago, I joined a graphic design class with the graphic design knowledge of a toddler. Today, I finished designing an entire brand from scratch and I’m genuinely proud of it.

 

Here’s how it happened…

 

I have been working in digital media for over ten years now at some of the most recognized TV networks as a video producer. Throughout the years, I’ve been lucky to work with some of the best graphic designers. When producing and editing videos, I always knew I could count on them to take my project to the next level with incredible visuals. Now, the industry is changing. Most companies expect you to be an excellent producer, editor, and designer. So, when a graphic design class was presented to me as part of my master’s degree, I jumped on it.

 

THE IMPORTANCE OF BRANDING

I’ve always known about the importance of branding, both consciously and subconsciously. A good brand helps me make decisions every day, especially in healthcare. So, when I was told we would be building a brand I immediately reached out to my sister-in-law, Diana, who is an APRN with her own medical practice called Indigo Wellness.

 

Indigo Wellness is very new, so Diana hasn’t had the time to develop the brand. She had a perfectly functioning website and some social media pages, but she was mostly relying on word of mouth to get her business out there. I won’t lie, it was working, but to push Indigo Wellness to the next level and establish trust with patients, Indigo Wellness needed to be a brand. This went beyond the pretty graphics you see in a waiting room or the logos outside of a hospital. Brand is so much more than just graphics.

 

BRANDING IS VERBAL

To build a brand, I had to first understand the audience we were trying to reach and the story the brand wanted to tell. Since this was a healthcare practice, I knew the audience would be the patients.

 

My journey began with a lot of research and putting together a deck that I would pitch to Diana once finished. Once I understood who the audience was, I was eager to tell the story of Indigo Wellness.

 

Brand story is just a small component of a verbal brand. I also had to think of the language, tone of voice, and personality. Since this is a healthcare business, I wanted to keep the verbal brand easy to understand, but also unique enough to stand out.

 

Indigo wellness represents growth and healing with nature at the forefront of it all. I wanted to make sure this showed throughout all aspects of the brand.

 

CONSISTENCY IS KEY

After doing all the research up front on competitors and truly nailing Indigo Wellness’ verbal brand, the rest was all about visuals and staying consistent to make sure every element I created represented that brand.

 

As Cath Caldwell, author of Graphic Design for Everyone, puts it, “As your brand becomes more recognizable, you don’t have to do as much work, or spend as much money to get noticed.”

 

I kept those words close to my heart as I finished up the brand strategy deck for Indigo Wellness.

 

7 WEEKS LATER

After 7 weeks of learning all about branding and putting a brand strategy together fort Indigo Wellness, I can say I feel very proud of what I accomplished. My sister-in-law is excited to see her brand come to life, and I am excited to share that deck with all of you! Below is the full brand strategy deck for Indigo Wellness created by yours truly…

 

https://kristingrecoblog.wpcomstaging.com/wp-content/uploads/2026/05/Greco_Indigo_FINALdeck.pdf