the story is the brand



Design makes the story readable.
Makes a book lush,
Which can go various ways,
into various styles.

As I started out making books,
after graduating artschool,
I mainly followed my intuition,
sensing the right fit of style.

I delved into many other books.
‘Why is this looking so good?’
I delved into brands, brand thinking.
‘What is it that I like?’

The design of a book,
to get the style right,
is like brand design.

These days,
the intuition still there,
added with questions.
To define.
To refine.

The content,
the story has its personality.
Its values.
It needs to evoke emotion.
That has to be translated visually.

The story is the brand.
The design the storytelling.
_ Susan Sellers