Designing a Killer Brand: How Identity Becomes Culture

Designing a Killer Brand examines what it takes to build a brand that holds attention in an overcrowded market. Drawing on two decades of building and marketing Lincoln Design Company, this talk looks closely at what worked, what failed and what had to change in order for a studio brand to mature into something meaningful.

The talk moves beyond logos and aesthetics to explore branding as a cultural force. Through honest reflection and real client missteps, it surfaces why many brands fall flat and how authenticity, story and internal alignment shape brands that endure rather than perform.

This talk challenges creatives to step out from behind the screen and take responsibility for their own identity and direction. The perspective introduced here is extended through a corresponding workshop that focuses on actively redefining personal and professional brand foundations.