05/21/2026
Recently wrapped up a Key Messaging 2026 piece for Abundance Capital, and this project was a reminder that design decisions often start before the designing even begins. The goal was straightforward: create a piece that clearly organized their Primary Messaging, Core Values, and Brand Voice in a way that felt easy to read, approachable, and aligned with their existing brand. We built from what already worked, using their established brand colors, typography, and visual style, so the piece felt consistent and familiar.
One of the behind-the-scenes details clients don't usually see is that this originally could have lived as a simple handout. Instead, I expanded it into a 4-page folded format because my brain immediately jumps to the finished experience before the design work even starts. I start thinking about questions like: How will this feel in someone's hands? Will it stand out in a stack of papers? Does it feel intentional and polished? Clients understandably focus on content first, while designers are over here mentally folding imaginary paper before we've even opened the software. Funny little occupational hazard.
The finished piece felt more substantial, more professional, and gave the content room to breathe. Most importantly, the client loved the final outcome. That's one of the fun parts of design. Sometimes, the details people barely notice are doing a lot of heavy lifting.
