My Passion for Creative Branding

Nick Tuma
5 min readMay 13, 2021

I am a freelance graphic designer, brand strategist and content creator. I am a second-generation American from Checoslovakian parents. I was born in Milwaukee, Wisconsin and grew up in Florida.

My background began at an early age in fine art. In high school, I learned about graphic arts and it has been my passion ever since.

Serving in Iraq in 2009–10.

Keystones of my career include serving 13 years in the Army including combat zone deployments, graduating from Florida Agricultural and Mechanical University with a Science Degree in Graphic Communication and launching my business to help companies through my passion.

The design process I use helps individuals and companies identify who they are, establish brand affinity and meet specific targets. By combining research, science, and aesthetics, I create solutions. I take pride in achieving wonderful and measurable results in every project I begin and complete.

The Significance of Branding

The brand is arguably one of your business's most important investments. Resources and assets you obtain from the end result will follow your company for years. It most importantly gives your business identity from all the other brands yelling through their and branding microphones. In turn, this will make it stand out and yell a little too. It will also make the company be unforgettable. Your brand encourages consumers to buy from you, supports your marketing, and improves your image with positive reinforcement.

Branding is an Investment into a Company.

What Branding Is

Branding gives your business an identity beyond the products and services that it offers. It is your DNA. Branding identifies your company before customers even see your logo.

The process of branding is used to create your company’s entire identity. Everything that encompasses your company — tangible and intangible — collectively forms your brand. This identifies your products or your company over the others.

Samples of tangible assets are a logo, business cards, website, and office space. Your company’s values, purpose, mission and even aesthetics are examples of intangibles.

Finally, other businesses, people, and organizations with whom your company partners also help define your brand, just as customers become a part of your image.

What Branding is Not

Branding is not limited to a logo and color scheme. Nor is it to make consumers “aware” of your business to buy your products and services.

It’s important to know the difference between branding and marketing. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

It enhances your business, products, or offerings. Marketing complements the branding but does not replace it.

My Logo Design Process:

Logo design is a very important part of the process of branding a company. I am here to help guide the discovery of a brand’s inner workings and its target audience.

We will begin the logo design process with research, vision boards, questions, and competitor evaluations. It is all about discovery and has a bit of science embedded in the process which will lay out a foundation.

This logo design process empowers the final logo and tells its story.

We will follow some basic design rules and always keep the target audience in mind. Here are key point I base my process on:

• Lay a Solid Foundation.
• Sketch, Sketch, Sketch.
• Keep it Relevant.
• Keep it Simple.
• Make Brand Recall a Priority.
• Make It Stand Out.
• Let Your Logo Speak for Itself.
• Fill Colors at the End.

Each logo I create is uniquely designed to empower the final brand’s objectives. It is like building a house. Houses are built in stages, you cannot build the roof before you put up the walls. Logos and their brands are put together very similarly.

First, we will go over a questionnaire which helps guide the vision into a reality. I will begin with researching, brainstorming and sketching out ideas.

After I pick a sketch, I execute it in design software and develop it. I work in grayscale during this part of the process. This helps me to keep focused on the unique shape.

Once we are settled with a shape of the mark, I will choose typography that compliments the shape. After that, we color it. Finally, I will present it.

As we hit each milestone I will explain the next stage in the development of the logo. I do the heavy lifting while you tell me what you like or dislike. I will always give you my opinion but will try to stay neutral to saying something like, “I like this one the best”.

Let’s Work Together on a Brand

Quite a few people I work with have never worked with a brand strategist before. If we work together, I assure you it will be an experience you will never forget.

This process can be time-consuming in the beginning but overall when everything is done we will make magic together. I pay attention to all details and technical applications while also making sure it looks good. No stone is left unturned when I am at the helm of any project.

If you have any questions or comments do not hesitate to reach out to me.

Are you ready for a new look through your logo? Let’s go! I am looking forward to taking your brand to new heights through science, structure & strategy! We will use brand strategy to deliver the highest results. I am not happy until you are.



Nick Tuma

Savvy graphic designer and digital marketer. Science, Structure & Strategy.