Vardeep Edwards, The Branding Fox
Vardeep works with women in business to create professional branding and design solutions. She’s been freelancing for quite a while, and I first came across her name on Instagram and a couple of online networking groups.
We share a love of typography and brand identity design, and I was really pleased that she said yes to being featured in this series.
What coffee do you like to drink?
I don’t actually drink coffee! I’m a tea lover
Tell me about the work you do
I’ve been a Graphic Designer for 20 years, so have always loved it and I was always into drawing as a child. Just over 2 years ago, I decided to specialise in logo and branding design, partly because I’d noticed how big the online space had become and just how many businesses hadn’t even considered their branding.
But also because it was the ‘why’ behind the design that fascinated me. Why we choose one brand over another? How a particular brand identity can make us feel certain emotions? And using typography and colour to our advantage, we can help shape that mental image in our customer’s minds
Finish this sentence. Great design should be...
Invisible, inspiring and impactful.
Invisible because it should work. When something has been thought about and the design has been considered for its user, the design becomes invisible and the product or service works seamlessly.
Inspiring because I enjoy seeing new designs and something unexpected.
Impactful because I love seeing how design can make a difference and bring about a change.
Finish this sentence. Great design elevates your brand by...
Altering the perceived perception of your brand. By considering what you want to mean to your audience, you are able to shape that perception through the use of your branding and visual identity. Also, a professionally designed identity looks professional and your customers will take you seriously.
When lockdown eases, the first project I would like to design would be... because…
I’d love to brand an event/campaign. I used to work for an events company and one of my best jobs was to brand an arts campaign in East London.I love the buzz of a short term campaign, the different promotional elements that need designing to bring the brand to life and then to actually see it all in the flesh.
What piece of design do you wish you’d created?
What do you think makes someone a great designer?
Being a good listener. I think first and foremost, you need to listen to your client and understand what they need. Only then can you work on something that will be appropriate and useable.
If you weren't doing design, what would you be doing?
Something in the wellbeing/health space. I’m interested in that side of things on a personal level and know it can benefit us in our day to day lives.