Design, Design Systems & Branding: with Emotive Brand Creative Director

Jane joins Emotive Brand with over 20 years of experience developing corporate and brand identities ranging from global corporations to startups — bringing both agency and client-side, as well as print and digital media expertise to the table. Jane has built a reputation around delivering high-level thinking and design systems that enable new brands to compete in crowded marketplaces and venerable brands to deepen their relevance.

In this interview, Jane shares her point of view on branding challenges, client-agency relationships, collaboration, and what gives brands that extra “magic.”

What drew you to Emotive Brand?

Emotive Brand gets it. Brand isn’t just about customers, it’s also about employees. It’s built from the inside out. It isn’t just about a logo, it’s about the people who work within the company. That’s where it all starts — getting to the heart of what the company stands for and why it matters.

I admire the attention Emotive Brand puts on process. The agency has created a very smooth, buttoned-up, articulate, and clear methodology. And they’ve worked hard to build a culture of collaboration with the client where this methodology works.

What excites you most about your role here?

What inspires me the most about my job is the utilization of design to explain transformative ideas. My goal is always to leverage this power, and I’m excited to do that with Emotive Brand.

What do you bring to the table that is unique?

Speaking of your in-house experience, how does that inform your agency-side work today?

In contrast, in the agency world, we tend to be valued more for our skills and aesthetic. Agencies create the highest aesthetic standard.

There’s a sweet spot. I’m known for delivering delight to clients, and everything I do is always implementable. My in-house experience has taught me that you have to create tools that clients can actually use.

So what do you believe successful design systems should enable for clients?

For employees — to live that brand. For customers — to truly understand who the brand is. And that the brand can live up to the standards we’ve defined at every brand interaction.

Visually and verbally, the brand must ring true. It must be authentic. Authenticity is super important to me when measuring success.

What are the biggest challenges you see brands facing today?

Is that where the value of bringing in an external agency comes in?

What does collaboration mean to you?

What do you believe defines great, meaningful brands today? Where does the “magic” happen?

When teams pivot from logic to feeling and begin to reimagine and visualize what is possible, that is where the magic happens and where I get super excited.

Emotive Brand is a San Francisco brand strategy and design agency.

Originally published at on February 15, 2018.

Emotive Brand is a strategy and design firm: We work with executives to drive growth in revenue, brand, and culture #b2b #tech #b2c #product #growth #branding