Telling a Story with Your Brand Imagery – A Q&A Session with a Moxie Graphic Designer

In an earlier post, we talked about how to to capture the magic of the product and service you offer your customer. After discussions with your team and customers, we’re able to define the detail of how you go above and beyond for customers, creating a valuable experience for them.

Once we’ve reviewed and refined your messaging together, we take the next steps to develop the graphic imagery that represents your work. A Moxie graphic designer will develop concepts for you to review, together with the rationale that explains why the images represent your brand or product well. We asked Moxie graphic designer Jamie Gray to talk about that experience.

When you are developing imagery ideas for a company brand or a product, what do you think about?

Questions to keep in mind when developing imagery for a brand include:

  • Who is the target audience?
  • Where will the imagery be used?
  • What is the story we want the images to tell?

When the client has worked with our writing team to develop the messaging foundation, there will undoubtedly be stories that come to light. I make sure those stories are reflected in the imagery I present.

Why is imagery development important to the process of building a brand of a company or a product?

It’s important because you only have a few seconds sometimes to catch your audience’s attention. You want to go through the imagery development process in order to establish a clear identity and help your audience form a connection with the brand through the imagery.

What does your process look like from start to finish for developing imagery for a company?

The process typically begins with research. I research your messaging and your competitors’ imagery, and review the brand analysis for your company. Then I’ll put together a mood board, searching through hundreds of stock photos for fitting images. Once the client is on board with the overall imagery direction, I can then develop the images and schedule photo shoots to get the images we’ll need.

How important is consistency for a company’s images?

Very important. You can recognize a brand by an image alone when it’s consistent (think of how recognizable Target ads are).

How much involvement does a client have in the process of developing imagery? What does that look like?

I initially like to develop imagery without client involvement, so they don’t get stuck on what has been done in the past. After initial development, it’s vital to have client feedback and involvement and work together to create custom imagery that is unique to their brand and represents them well.

Do you have any final thoughts to share or best advice?

I recommend you invest in developing your messaging strategy first, which includes research and understanding how you are different from your competitors. When we have a solid foundation to start from, the images are built to support that message and will ideally represent your brand and employees well. That’s something everyone can get excited about.

At Moxie, we’re your marketing ally. If you want to talk more about your message strategy and brand imagery, contact Michele at

Michele Jensen

Michele Jensen

Michele guides the team through strategic partnerships with clients as big as Fortune 500s and as small as the local symphony, offering complete marketing solutions to a diverse range of industries, including healthcare and manufacturing. Her two decades in marketing range from marketing agency work to founding her own startup. Michele is an impactful marketer who steers the company strategy to maximize brand enhancement and nurture company culture.