Design & Branding Workshop: Michelle K. Withersteen

By Jason Coronel

​On Wednesday, March 3, 2021, PRSSA held a design and bringing workshop led by Michelle Katherine Withersteen, a brand designer, creative director, and crucial presenter for the workshop. Withersteen discussed the importance of brands and how you can make brands brag-worthy. She introduced this idea by stating the three action steps that can be taken to build a brag-worthy brand. The three action steps are buildable brand assets and an active audience of ambassadors. Building a brand can be broken into two categories: "The brand itself can be broken down into two categories: the visual identity, which is the brand design, and the verbal identity, which is the copy and brand voice," Withersteen said.

Withersteen had provided advice on how to create logos and the four most important rules when creating logos. They are to be recognizable, memorable, unique, and scalable. Withersteen expressed how important it is to connect with the audience, "A brand is more than just a logo. It brings a connection with the audience." It is always essential to hinge on the emotion of feeling that you can get from the public. 

The last section of her workshop focused on the importance of improving yourself and how, with each client, it is always important to ask for feedback. Withersteen discussed the importance of having a growth mindset. Taking significant risks, pushing creativity, and constantly evolving is a tremendous asset to have. "The one thing I always ask is asking for feedback, asking for analytics. What works or what does not work. It allows anyone to change their course. It shows how you can be better and can continue to edit and optimize yourself." The tools do not make the professional. What makes the professional is your value and vision that you can bring to people.