Alright – so today we’ve got the honor of introducing you to Nancy Poller. We think you’ll enjoy our conversation, we’ve shared it below.

Nancy, appreciate you joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

I’ve developed a brand discovery and design process that rests on a deep understanding of my client and uncovering the essence of their business. It requires them to really dig deep and get clear on what their business does, why, who it’s for and the impact it makes. This process of brand clarity can be super powerful in itself – I find that the client comes out even more inspired and excited for their business after we’ve worked through discovery.

It also means that the brand identity design is built on a foundation of clarity and connection that feeds magic into the design process. When I’ve got that true, unvarnished understanding of my client’s vision, I can produce an identity that feels elevated, resonant and strong.

My clients are varied, but I’ve worked through this journey with indie beauty startups, wellness studios, and universities – even an Oxford College – and it always leads to a robust and authentic brand identity that stands the test of time.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a creative director and brand designer. I founded Aligned Design Co. in 2015 after working in both design and editorial roles in my early career. Burnout and illness recovery actually gave me the opportunity to begin making a living from my own creative business, and it’s been an adventure ever since.

My main focus is brand identity creation. I design visual brands across wellness, beauty, education, lifestyle and hospitality – the most important factor is not the industry but the client’s vision and our authentic connection. From logo and colour palette to the full brand roll-out across physical spaces, product packaging and digital is where I shine.

I also collaborate with a network of independent creatives on photography, copy writing, illustration and web development.

My clients can be found in major retailers like John Lewis, Boots, Selfridges and Sephora. I’m also super proud of the recent brand identity I and my team created for Mansfield College, University of Oxford.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Over time, I’ve become more confident in client relationships (I’m an introvert) and it comes more naturally now to share an event or opportunity that made me think of them or drop them a what’s app to check in. Because I often work with solo founders, that makes the personal relationship easier as well.

Simple things make a difference as well, like sending a hand-written thank you note at the end of a project, or a little welcome pack of merch at the beginning. I guess it’s about showing the client that I genuinely care about their business and I’m invested in its success.

Thinking about it, I do a lot of matchmaking with clients as well! After 10+ years running my design studio I have a good network and I love connecting people where it’s aligned.

How’d you build such a strong reputation within your market?

Honestly I come back to this advice from Fiona Humberstone (The Brand Stylist) – it’s all about the work. You have to put your focus and energy into creating your best, most resonant and exceptional work. I have never bothered with sales funnels and all of that – I think it can sap your energy and distract you. The portfolio of work on my website is what ‘sells’ my services as a designer.

Contact Info:

• Website: https://aligned-design.co
• Instagram: https://instagram.com/aligneddesignco
• Linkedin: https://www.linkedin.com/in/nancy-poller/

Image Credits

Rebecca Lewis, Poshyarns Photography