why & how visual branding is your business’s silent storyteller

toth shop
4 days ago
2 min read

Earlier this month, the Global Chamber’s marketing roundtable invited graphic design powerhouse Connie Elshall, of Freedom to Create, to pull back the curtain on 18 years of branding wins, lessons, and “please‑don’t‑do‑that” tales.

Moderated by Meg Seitz, CEO of toth shop, the conversation was a quick‑but‑deep dive into the real work behind logos, color palettes, and those brand‑guideline PDFs we all bookmark.

Here’s what we learned.

branding is a business decision

Branding is a business decision – not just decoration.

Connie opened with a reminder: design has a job to do. Yes, it should look great, but first it must move people to act—click, buy, trust, remember. That’s why every project starts with a 45‑minute consult, a detailed questionnaire, and a brand‑personality debrief. “If we skip the homework,” she said, “the homework will skip us later.”

Freedom to Create’s Four‑Part Foundation

Discover — interviews, market research, and soul‑searching questions
Define — a clear, iconic logo + tight brand guidelines
Design — collateral, website, social templates, print pieces
Deploy — activation plan so the new identity actually gets used

creativity, meet KPIs

Beautiful design doesn’t pay the bills unless it aligns with the why. Connie balances concept and constraint by mapping every creative choice to a concrete business goal—think market fit, user journey, or revenue target. “Art for art’s sake is Saturday; Monday has metrics.”

evolve without losing the plot

Even timeless brands update. Connie recommends subtle refreshes that keep the equity but sharpen the edge. Her team’s recent financial‑services rebrand proved the point: modernized logo, new collateral, higher engagement—and a client who called the work “better than Leo Burnett.”

AI can’t feel your brand’s pulse

AI is a tool – and your brand needs a soul.

Fellow designer Chris Bennett joined the chat to ask about AI. Connie’s take: use AI to break a creative block or mock up ideas faster, but don’t expect it to deliver nuance—or strategy. “AI can’t feel the pulse of a brand,” she said. “It can’t ask the second‑layer question that changes an okay logo into the logo.”

is it time for a refresh?

Slow sales. Stale engagement. A nagging sense that your visuals scream 2014. These are all clues. But Connie advises one extra step: ask your customers. External perspective often spots friction faster than an internal hunch. If the answer is yes, roll out updates in phases so your team—and your budget—can breathe.