How branding building really works
Once, brand identity was about rigid rules and pixel-perfect precision. But in today’s lightning-paced world, a brand that can’t flex is a brand that fails. Enter Imogen Ley-Clowes, founder of London-based Immo Studio, who’s helping some of the most curious companies evolve without losing their essence.
In this episode of Visionary, recorded on campus at Here East, Imogen joins Georgina Godwin to discuss why branding is no longer about guidelines — it’s about guardrails. From archetypes to AI, she shares smart strategies for standing out while staying true.
What you’ll learn in this episode:
Why brand strategy must come before design — and how to get it right.
How to build loyal communities (or “tribes”) through personality-led branding.
The risks of DIY branding — and when Canva confidence becomes brand chaos.
Watch the episode on YouTube below, or listen via your preferred podcast app.
