Design is the epitome of thinking; design thinking is the reality and future of branding. We encourage design that is shaping a business much higher upstream, not decoratively at the end of the process, just “because a name should have a logo”. Great design has rules that only great designers master. Full stop. Innerout works with designers of talent and of know how. And the non-designer consultant does the rest: mitigation of subjective views, inspiring briefing, high eyebrows upon details and most of the times empathetic solidarity with client’s (in)decisions. Personal beliefs and biases leak inevitably into the judgment. And it’s ok to be so, we’ll find together the best visual expression of a business promise. Design has a human face and certainly a heart.