Allan Peters’ session at Circles Conference shifted my approach to branding, especially in designing campaigns that gain momentum over time. Peters’ ideas on creating “Logos That Last” offered perspectives that apply directly to our ongoing marketing work at Big Red Jelly’s Grow service. Here are my top three takeaways and how they’re reshaping the way I think about impactful campaigns.
01. Simplicity Drives Lasting Recognition
Peters showed the power of simplicity in design, which has real value for long-term campaigns. By simplifying branding to its essentials, we create a clear, recognizable identity that supports consistency across all touchpoints. This simplicity means that as we develop new campaigns, each visual element reinforces the brand without confusion or distraction, allowing audiences to instantly connect and remember the brand, whether it’s in a quick-scroll ad or a static email banner.
02. Design for Flexibility Across Platforms
Strong, adaptable branding that can transition from one medium to another is crucial in an age where platforms and ad formats constantly evolve. Peters’ emphasis on flexible design inspires us to craft assets that work universally. From social media icons to event graphics, having branding assets that can scale and adapt ensures that campaigns stay relevant and cohesive. This is key to helping our clients maintain a brand identity that’s both consistent and responsive to new opportunities.
03. Prioritize Timelessness Over Trend-Driven Designs
One of the most compelling points Peters raised is the value of a brand that looks past trends. A timeless brand identity becomes a stable foundation for campaigns, allowing clients to explore fresh marketing angles without risking an outdated look. For Grow, this means guiding clients toward branding decisions that will still resonate years from now. By grounding campaigns in timeless design, we can better support long-term marketing strategies that stay relevant, recognizable, and true to their core values.
These insights from Allan Peters remind me that branding isn’t a one-off exercise but an evolving foundation for every campaign. With a strong, adaptable, and timeless brand, Big Red Jelly’s Brand, Build and Grow services can help clients execute campaigns that not only engage today but build lasting brand loyalty across every future marketing initiative. Schedule a free 30 minutes brand audit with one of the experts at Big Red Jelly!
Ready to build a brand that stands out in the digital world? Don’t miss this insightful interview by Website Planet:
Building Brands for the Digital Age: An Interview with Josh Webber of Big Red Jelly
