About Leonard Branding + Design
Process
Creativity is spherical, not linear. I modify the process to suit the challenge being presented. However, each time I approach a new challenge my process includes: discover, research and ideation before you are presented with ideas.
During the discovery process I submerge myself in a business’s current culture and dig through every available asset to get at the essence and personality of the brand.
With new businesses, I spend time understanding every why, how, when and where. The conversations we have and the questions I ask prepare you for the radical change your business, brand and expectations will undergo. An entrepreneur’s business and brand is an extension of them, so getting to know you on a deeper level is required for successful outcomes.
Following discovery I conduct research which involves identifying your audience and what resonates with them. What do they want and how can we communicate to them that your brand will make their lives better. Who are your competitors and how can we elevate and amplify your brand above and beyond? Blending in is not the goal, rather it is to lead in the category or establish a new one.
The combination of preliminary research and discovery informs ideation. Bringing together the results helps me compose and develop solutions that function as the foundation for the path forward.
With new businesses, I spend time understanding every why, how, when and where. The conversations we have and the questions I ask prepare you for the radical change your business, brand and expectations will undergo. An entrepreneur’s business and brand is an extension of them, so getting to know you on a deeper level is required for successful outcomes.
Following discovery I conduct research which involves identifying your audience and what resonates with them. What do they want and how can we communicate to them that your brand will make their lives better. Who are your competitors and how can we elevate and amplify your brand above and beyond? Blending in is not the goal, rather it is to lead in the category or establish a new one.
The combination of preliminary research and discovery informs ideation. Bringing together the results helps me compose and develop solutions that function as the foundation for the path forward.
Capabilities
Brand strategy
Brand identity
Naming and positioning
Brand application through design
Brand identity
Naming and positioning
Brand application through design
A deep unyielding drive to get to the core of problems stated and yet to be identified. You can’t solve problems unless you get to their root. In this regard and to this end I dig past the first layer until I get to the foundation. Obscurity is not the objective. Unconventional results start with an unconventional process.
Endorsements
Lb+d has worked with some incredible teams, companies and individuals. This is what a few of them have to say about our collaboration.
Mr. Leonard believes in detail, quality, and a sharp focus on intentionality with his work. He also embraces critical reflection in ways that permit him to make new decisions in the interest of what is best for the work he is producing. My business, community projects, and campaigns have been crafted beautifully with Leonard Branding+Design.
I've commissioned Lb+d on 3 different occasions. He returned to me designs that solidified my future. It is easy to dream with a visionary.
Ayanna F. Brown, Ph.D.
Thought Spectrum, LLC
We were looking for a professional-looking image that wasn’t cookie-cutter, and a designer that could produce it on a non-profit’s budget. During the process, he engaged us in creative discussions and asked insightful questions. He took the time to understand our organization, why we needed a new image and what we were using it for. The result was a high quality brandmark and system that we are excited to use.
Kenneth Snyder
209 Scholarship
He was thoughtful during the process to ensure our brandmark translated well to print of various sizes as well as social media. He listened to and addressed feedback promptly. I highly recommend him.
April Baker
Gillian Baker Team
The Designer
“Good design binds us by using a visual dialogue to tell stories about who we were, who we are, and who we aspire to be.”
Leonard Branding + Design is a 30-year-old minority owned and operated branding and design office that develops people-centric brand identity that move people socially, emotionally, physically, spiritually, and philosophically.
Principal Creative Agent Kevin Leonard is as comfortable developing brand positioning and strategy as he is crafting visual identities and design systems.
Mr. Leonard studied fine art at HBCU Tennessee State University and earned a Bachelor of Fine Arts in Graphic Design from Middle Tennessee State University.
As a design educator and thought leader, Kevin has led teams at in-house creative departments, ad agencies and design firms.
Principal Creative Agent Kevin Leonard is as comfortable developing brand positioning and strategy as he is crafting visual identities and design systems.
Mr. Leonard studied fine art at HBCU Tennessee State University and earned a Bachelor of Fine Arts in Graphic Design from Middle Tennessee State University.
As a design educator and thought leader, Kevin has led teams at in-house creative departments, ad agencies and design firms.
Afilliations
