Fruitcakes and The Secrets of Creating a Powerful Visual Brand

Interview with an Elusive Human Graphics Designer
By Jennifer L. Jacobson and Amanda Foster-Best

Face it; your brand’s reliance on generative AI graphics is making you look bad, and that’s not just me, a marketing executive of 25+ years, who thinks it. Your customers notice it too, and not in a good way.

Visually, AI is everywhere, as bog standard as the “follow us on Facebook” icon was in 2011. From your local food truck who wanted a quick eye-catching vinyl wrap with “almost” Disney-like characters, to every small business who just hired their teenage nephew to run their social media page, you can’t escape the slop! 

The late revolutionary's words ring true now, more than ever:

I don’t want that much organization in my life! We need more fruitcakes in this world! We need people that care! I’m mad as hell and I don’t want to take it anymore!”
                                                                                               - Jimmy Buffett, Fruitcakes

Real marketers and creatives with real experience are being told to step back and be wowed by what middle management can “create” without having ever attended one art school lecture. 

And believe me, I get it; creating unified brand visuals that work across social media, your website, printed materials, YouTube, TV advertisements, and more can be overwhelming for anyone. But you don’t have to struggle alone. You can find and hire a graphics designer, often a local one, and get your brand’s visual house in order while supporting the creative economy and looking fabulous.

You’ve tried and failed to get generative AI slop to work for you. The good news is, there’s time to do the right thing and get your shit together.
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I talked with graphics designer Amanda Foster-Best, about what makes a good powerful visual brand, why it matters so much, and more.

Does a good visual brand really impact the success of a business?

A: Yes! Good branding alone doesn’t make a business successful, but it can absolutely influence it. 

The amount of care and detail you put into the visual brand translates to the customer so much more than people realize. Every interaction someone has with your brand shapes their opinion. When the branding of a business flows it tells people that this is a business that cares about their image and their customers. 

 Q: When it comes to a visual brand, how does storytelling come into play?
A: Every brand should tell a story, but to have a strong and meaningful story, you need to get to know the characters, the setting, and the feeling of what you are trying to tell. 

I always start by learning about the business and the people behind that business. I want to know what motivated them to start the business and what continues to motivate them. I want to know who they want to serve with that business before I ever start designing. Every little detail to their answers creates the shape, the colors and even the typography of their brand. Every piece is made with all of those details in mind.

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People crave stories, they connect with them and my goal is to create a visual brand that others will connect with and trust. "

Q: Tell us about yourself and how you got into graphics:
 A: First and foremost, I am a mom of 2 crazy boys. A wife to a super nerd and a massive book lover. I have always loved creating. Before I even considered starting a business, I spent a lot of time creating and designing things for family, friends, my children’s school events, and other functions. This brought me so much joy.  I soon realized that I wanted to create that joy for people outside my immediate circle.

With years of encouragement and a few gentle pushes, (ok, a lot of pushes), from my husband and friends to create a business, I decided I would make the plunge and start Fox & Bee Graphics. And it’s been so rewarding to be trusted in building something that can be so deeply personal to the client. There is something so magical in that. 

Q: How do you, as a graphics designer, see the world differently?
A: It’s all about the small details, the things that people don’t notice or that get overlooked. I am constantly looking at the typography of a company name,  the colors used in a logo, or even the wording and graphics on a billboard. Those designs tell a story and figuring out exactly what that story is, no matter how simple the font or logo design, can be so beautiful. 

So for me it’s not just about making something look nice-I want the design to connect with people. 

Q: What makes a good logo?
 A: The best kind of logos are actually simple. I know it sounds crazy, but look at the most memorable logos we all know: Nike, CBS, McDonalds, Coca-Cola. These very big companies created such simple designs that are recognized all over the world. 
Designing an elaborate logo is fun and can be beautiful, but sometimes simple tells a better, more memorable story. 

Q: Why does a visual brand identity  matter so much?
 A: A logo is often the first impression of the business it represents. We all know the saying: "Don't judge a book by its cover,” but we all do it. Within seconds a person looks at a business, a product, or a website and makes opinions on its credibility and quality. 

I think most people are visual by nature. This is why the logo is just the beginning. When that logo is supported by a visual brand identity, it tells the customer/client a story which creates consistency through color palettes, typography, graphics and icons. And a strong brand says that this business knows how to create intentionality and trust through our eyes. 

Q: Why do you think people turn to AI when it comes to graphics?
A: Who wouldn’t want to create something in seconds and for free?! A lot of entrepreneurs find that very appealing. But, AI doesn’t know the client, it doesn’t understand the business, or the story of it all. It understands prompts. An AI generated  logo may look amazing but there is no feeling behind it, no personal meaning. I think AI could be a great tool to use for brainstorming and it has a lot of interesting uses. But, at the end of the day a human touch means so much more, not only to the brand but the person’s vision that another human got to create and experience with them. 
 
Q: You’ve been creating logos and graphics for years. What are some of the biggest things people get wrong when they try to do it themselves?
A: I think the biggest thing people get wrong is designing for themselves instead of customers/clients. Business owners often choose fonts, colors and styles because they personally like them, which is great and it should reflect who the person of the business is, but it should also translate to their customers as well. Your business graphics should connect to your customer–not just the business owner. 
 
Q: What would you say to people who just want something fast and don’t see the value in building a strong visual brand?
 A: I can definitely do that and sometimes there is a time and place to get things out into the market quickly. But if a business wants long term brand power, then building their visual brand should have so much more than just checking off that they got a logo. As I mentioned, people will look at your brand and form their opinions right away. A strong visual brand says so much about who you are as a business, what the business stands for, and that people can trust you. 

Q. What trends do you love and which ones do you think people should avoid?
A: I personally love clean, purposeful trends. I do also appreciate more detailed artistic styles, but there is a time and place for that. When it comes to branding, I encourage clients to be mindful of what everyone else is doing. It’s similar to how one might think about like tattoos; how many people have the compass, or the infinity symbol, or celestial-themed designs? While these designs can be beautiful and often have deep meaning, they have also become so popular that they no longer stand out. Having a visual brand that goes in the same direction as everyone else  just makes it blend into the background. You want your brand to stand out to say, “Hey! I’m different from those businesses over there!” Trends come and go, but if you want your business to go beyond that new and popular trend, you need something timeless that grows your business. That is what I want to create for my clients. 

Q: Where can people find your work? 
A: You can learn more about Fox & Bee Graphics at www.fbgraphics.com. You can view my portfolio, and explore my branding services. I also love sharing behind-the-scenes with blogs on branding tips and spotlights of the different businesses I have worked with. ​

​About The Authors

​Jennifer L. Jacobson - Founder, Jacobson Communication
Jennifer L. Jacobson, AKA The Feral PR Consultant, specializes in replacing big global PR firms and getting better results. In her 25+ year public relations and marketing career, she has used earned media and cunning strategy to shape the stories of some of the world’s best-known brands including Sony, Lady Gaga, Jackery, Nextdoor, PWC, and Looksmart. She also elevates the stories of special causes and nonprofits such as Worldreader, Lakota People’s Law Project, and Freedom to Marry. Her areas of focus include entertainment, theme parks, social media, ecommerce, consumer electronics, personal tech, healthtech, startups, small business, consumer brands, nonprofits, and advocacy. 
To learn more, visit: https://jacobsoncommunication.com

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About Amanda Foster-Best, Founder, Fox & Bee Graphics
Amanda Foster-Best is a graphics designer and founder of Fox & Bee Graphics. She specializes in comprehensive visual branding services for businesses who want to stand out with confidence. From custom logos to complete brand systems, each design is crafted with intention, clarity, and a refined aesthetic that translates seamlessly across all platforms. Our  services feature elevated design aesthetics, focused on creating a strategic and intentional brand personality. Amanda’s collaborative, client-focused process helps clients get noticed for all the right reasons.
Learn more at: fbgraphics.com

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