Negative Space is a necessary and beneficial design principle... and our place for insights into branding, strategy & design.

• The Negative Effect of Logos

  Properly using your logo is just as important as having a proper logo.

  Written by Scott Saunders    |    #Design

• Snap Your Audience Out of Autopilot

  Most consumers are disengaged with all of the marketing white noise. A great brand awakens the conscious mind by evoking emotions through context.

  Written by Reilly Newman    |    #Psychology

• Building a Brand on Trust

  Like the guide to the hero in any story, a successful brand is built on trusting those with the proper knowledge for strategic brand development.

  Written by Scott Saunders    |    #Branding

• Brand Empathy

  When presenting your brand to your audience, it is better to appeal to their heart first and then their brain.

  Written by Reilly Newman    |    #Strategy

• Why Branding Matters

  Your company’s branding goes beyond just the visual appeal. A successful business relies on a successful brand identity because the brand matters.

  Written by Reilly Newman    |    #Branding

• Fire Proofing vs. Fire Fighting

  Your brand’s marketing should be driven by strategy not last-minute decisions.

  Written by Scott Saunders    |    #Marketing