Branding is everywhere, shaping how we see products, people and ideas. It goes beyond making something recognisable; it influences how we feel and what we choose to associate with. Apple and Lush show this in different ways, using design, experiences and values to give people something to connect with beyond their products.

But this raises a question: if authenticity is carefully designed and marketed, how genuine can it feel? For me, a brand’s actions need to support the story it tells. Looking authentic means little if the experience does not live up to that promise.

This has helped me see branding as more than a visual identity. In my own practice, I want to understand the values behind a brand and find honest ways to communicate them, creating work that builds trust and gives people a reason to connect.

z