This week Adam Hale (@adam_hale_design), branding expert and Director of Visual Design at Enlisted in Salt Lake City, explains what he hears when a brand says they want to be the Apple of something and how to interpret that request. He speaks to the importance of research and strategy when developing a brand, and how you need to articulate your design choices through the problem and solution instead of font and color choices. We discuss the differences between an Ad Agency and Design Boutique in terms of wide vs deep experience, while bringing to light the challenges of working for a tech startup. Lastly, Adam talks about his first portfolio and how a good concept project needs to be based in reality in order to be taken seriously.