I am fascinated with the Facebook Reels posted by Peters Design Company. Allan Peters shares his creative process as he redesigns existing logos (and almost always makes them much better) and the thinking behind how he designs brand identities for new clients. Rather than just showing the finished product, Peters narrates step-by-step his rationale and color choices, highlighting the intentionality of everything from line width to spacing. For example, he took the new logo for the City of Austin, explained how the blue/green color choices resembled healthcare logos, then proceeded to change the color scheme and font to make it more “Texas.” Mission accomplished!
Because of these videos, if I were looking to do a brand refresh, he would be first on my list to call. Not only do I like the end result, but his posts give me confidence that he could replicate the outcome for another client.
Watch a few of Peters’ Reels and see if you don’t glean ideas for how you could share the magic behind your curtain. Helping people understand how and why you make choices may be as important as your what.
