Lessons From The Hottest Consumer Design Firm — Where Timeless Meets Trend

Isabel Mendez is the founder and design director at Antara Studio, an award-winning full-service design partner for purpose-driven brands. 

With a focus on brand, content, and design, Isabel and her team help companies create cohesive and emotionally resonant identities across all touchpoints.

In this episode of DTC POD, Blaine and Isabel discuss:

— The three necessary phases for creating a brand identity

— What makes a good brand story and how brands can effectively communicate it

— How brands can adapt to trends while remaining true to who they are

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Fav Quotes from Episode #349

Owning Assets vs Having a Brand: “If your brand is not able to expand in your communication, in your graphic communication, then, well, you don't have a brand. You just have assets. That you can use sometimes. But that is not a brand, not a good brand at least.” — Isabel Mendez, 00:10:25 - 00:10:40

Balancing Timelessness with Trendiness: “The algorithm values the lack of creativity, I guess, because everyone is doing the same thing and that helps with the algorithm. That is kind of destroying a little bit of the creative part of branding, but it's also giving us the opportunity to be different in a world where everyone is doing the same thing and feeling like they are doing it right if they're doing it the same. That's why, again, nailing down a good story and staying honest and consistent with it is going to help you because you're always going to be tempted to do the next trend. And your brand should be able to expand and be able to adapt to culture. It should be able to live in the culture, but stay true to who it is. So it's like finding that balance." — Isabel Mendez, 00:30:26 - 00:31:27

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3 Best DTC Practices from Isabel Mendez

1. Create a visual identity that outlive trends

We've all been there—scrolling through social media, seeing the latest design trends everywhere, and feeling that urge to jump on the bandwagon. But as branding expert Isabel reminds us, chasing trends can actually undermine your brand's strength.

Think about it: when you constantly shift your visual style to match the latest trend, you risk losing what makes your brand distinctive. Your messaging becomes fragmented, and your audience may struggle to recognize who you really are.

Instead of following every new design trend, consider how you might incorporate elements that genuinely align with your brand's established identity and values.

The real power lies in consistency. When your visual language remains steady and authentic, you build recognition and trust with your audience. This connection translates into stronger customer loyalty and engagement—something far more valuable than momentary trend relevance.

2. Spend wisely on branding now, save money later

While it's understandable to consider handling branding in-house or choosing budget-friendly options when launching a DTC brand, this approach often proves costly in unexpected ways.

Isabel points out that inconsistent results and diluted brand identity can lead to significant expenses down the road.

Partnering with a professional design studio that truly understands your vision and audience is a wise investment in your business's future. Their expertise can create a cohesive brand identity that resonates with customers and drives results.

Beyond just creating beautiful designs, professionals can offer valuable insights on brand application, ensuring that your brand remains consistent and impactful in every interaction with your customers.

3. Anchor your success in a clear, concise brand story

Your brand story is so much more than just a snappy tagline or a quick pitch. It's your guiding principle for decision-making and communication. Isabel describes it as your "North Star."

When developing your brand story, consider:

— What fundamental message do you want to convey?

— How do you differentiate yourself from competitors?

— What emotional response do you want to evoke in your customers?

Your answers to these questions form the foundation of your brand strategy.

A well-crafted brand story simplifies decision-making because it provides clear parameters for staying true to your identity. It ensures consistency in customer experience across all interactions, creating a memorable journey for your audience.

Taking the time to develop these foundational elements—consistent branding, professional design, and a compelling brand story—might seem less urgent than immediate sales goals. However, these elements are crucial for building a DTC brand that endures market changes and evolving consumer preferences.