Article for Brazilian magazine, Design2Brand, “Brand Building: Character Counts”
Lemley’s feature article written for the Brazilian corporate marketing and design community, discusses the importance of developing a brand’s character as a guide map for every other decision in the design and development process.
In the article, Lemley advises companies to be genuine with their representation by keeping the brand character paramount throughout the design process. He also emphasizes that character traits can only be attributable if the message matches the reality.
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