Methodology
I work with stakeholders who understand that branding isn't decoration; it's the visual and verbal translation of business strategy. My process is research-informed, detail-oriented, and focused on building systems that scale without losing coherence.
Why this works
Most organizations struggle with branding because they approach it as isolated projects — a logo one year, a website the next, marketing assets as needed. The result is fragmentation: mixed messages, inconsistent visuals, and lack of strategic alignment.
My methodology ensures:
Strategic Alignment
Every decision ladders back to positioning
Scalability
Identities designed for 10 touchpoints or 100
Efficiency
Frameworks that reduce decision fatigue
Longevity
Identities that evolve without losing their core
Tools & Resources
Beyond client work, I've developed frameworks to help founders and teams navigate the branding process independently.
The Streamlined Guide to Branding — A 140-page branding methodology covering positioning, identity systems, and go-to-market strategy. Purchased by 100+ founders across 15+ countries.
Let's Work Together
If you're looking for a brand designer who brings strategic rigor and systematic thinking to identity work, I'd love to connect.
Brand Designer & Strategist
leilasohaing@gmail.com ↗
LinkedIn ↗
Based in Paris — Open to remote work