On Branding: The Brains Behind the Brand


Of all the many areas of graphic design that I get to think and write about, my favorite is branding. It’s design, it’s art, it’s business, it’s strategy, it’s psychology, it’s pop culture.

That’s why I am enjoying a new — and fast expanding — digital documentary series called On Branding. The series is dedicated to introducing audiences to authentic brands that live to connect with their consumers. Each episode involves brand creators, innovators, entrepreneurs and experts talking branding. Brands and experts explored run the gamut from Fortune 500 companies to organic, homegrown successes.


It’s hard to choose a favorite episode from among the riches, but my current favorite so far is a sit down with Soraya Darabi and Maxine Bédat, founders of New York City-based clothing platform Zady, which connects buyers to creators in the spirit of “conscious consumerism” —that is, buying straight from the source. Soraya, by the way, came to Zady as former co-founder of Foodspotting, the wildly popular food & photo sharing app that recently sold for $10 million; she has also been Manager of Digital Partnerships and Social Media at The New York Times. Great stuff.

The series host and producer is Amanda Serfozo, Content Strategist and Copywriter at Atlanta’s Brand Fever. You can watch episodes on the Brand Fever website; I preferred to subscribe (for free) to On Branding on  iTunes and take them with me on my evening run.

Either way, On Branding brings a vital and fun subject to life.


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