We were lucky to catch up with Kevin Craft recently and have shared our conversation below.
Alright, Kevin thanks for taking the time to share your stories and insights with us today. Let’s jump right into how you came up with the idea?
I’ve been in the creative industry for 13 years now. For me what I saw lacking in the agencies I worked for was the disconnect between strategy and design. There was always a huge divide between the two, and design was often silo’d out. I knew that if I started my own business, that would be the backbone of the designs I would create. I began doing strategy workshops with all my new clients that informed their designs. It turned out clients were wanting the same thing, it gave them peace of mind when I’d work on the identities of their businesses, and they were able to see how this would help them in the long run. Later in my career, my process was turned into an online course, and now I have over 2600 students using my process in their creative works, which feels great.
Kevin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Kevin Craft, a freelance brand designer, creative director, & branding strategist. I pride myself in creating identities for new brands / elevating existing ones. I provide visual identity design to my clients using a a collaborative strategy first method, working with them to figure out who they are targeting, how they can stand out, and what they want people to think of when they see their business.
One of the things I’m most proud of is my online course where I have been able to teach my methods to design students all over the world.
https://www.domestika.org/en/courses/3410-strategy-based-brand-identity-design/kevin_craft
Are there any resources you wish you knew about earlier in your creative journey?
One of the lessons I’ve been fortunate to learn recently is to not take on everything myself. Now that my business is growing, there are many smaller tasks that I have been delegating this year that help me free up time to take on more clients and spend the maximum amount of time on design. It has also been an absolute joy to be able to work with other designers on things like brand guides or animations.
What do you find most rewarding about being a creative?
This is something I think about a lot. For me, what gets me out of bed in the morning is to be able to take someone’s business idea, and create a meaningful identity out of it. It doesn’t have to be a necessarily “cool” brand. I like the challenge of creating something that looks legitimate out of something as simple as an idea.
Contact Info:
- Website: https://www.kevincraft.co
- Instagram: https://www.instagram.com/kevincraftco/
- Linkedin: https://www.linkedin.com/in/kevin-craft-1590341b/
- Other: This is a link to my course https://www.domestika.org/en/courses/3410-strategy-based-brand-identity-design/kevin_craft