As a brand designer, I see cross-channel marketing as a canvas where design and strategy meet to craft a unified story. Each channel represents a unique brushstroke—vivid, purposeful, and interconnected. The visuals, typography, and messaging we create must work harmoniously across platforms to evoke trust and recognition. From designing attention-grabbing social posts to crafting immersive web experiences, every detail contributes to how customers perceive and engage with the brand. For me, the magic lies in finding that balance between consistency and adaptability—maintaining a strong identity while flexing to meet the nuances of each medium.

Turns out, the lessons learned from crafting thoughtful, agile designs for small businesses can be surprisingly beneficial for big companies as well. Here’s what I discovered while designing for small businesses that can absolutely apply to the big guys.