While all designers would love it if the pursuit of design could be for purely artistic purposes, well, we all have to pay the rent somehow. So applying design to commercial pursuits — specifically branding — is an excellent place where artistic pursuits and commercial application come together. One example of applying design principles to branding is with Avivo. Denis Olenik was the lead designer, and he has graciously provided us a snapshot of his process in developing a brand from scratch.
DesignFestival: Branding: Where Graphic Design Meets Marketing