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Ever wonder what makes a brand truly unforgettable? It’s more than just a killer logo or a catchy tagline. It’s about weaving together storytelling, design, and values in a way that feels authentic and stands out.
In this episode of The M Word podcast, we chat with Brian Ver Straten, the Creative Director and VP of Marketing at TTR Sotheby’s International Realty, about how he uses design to shape brands that leave a lasting impression.
With a background that spans from Barnes & Noble to D.C. United, and luxury real estate, Brian’s creative journey is anything but ordinary.
“I’m probably the only creative director that you’ll meet who doesn’t have an MFA or didn’t go to art school.”
Brian’s design philosophy isn’t just about making things look good—it’s about capturing the heart of a brand and bringing it to life in a way that feels real. He’s all about aligning every project with a client’s core mission and his values, even if it means passing on big opportunities that don’t quite fit. For creatives and marketers alike, Brian shares invaluable insights on staying fresh and consistent, no matter how long you’ve been working with the same brand.
Key Takeaways
- The Power of Storytelling in Design: Design is more than just aesthetics; it’s about communicating the deeper essence of a brand. Brian emphasizes the importance of understanding a brand’s backstory and values before starting any project.
- Obsessing Over Details Pays Off: Brian’s meticulous attention to detail—sometimes even to the point of obsessing—has contributed to his success. Whether it’s refining a brochure or creating a new brand identity, taking the time to perfect the small things can lead to exceptional results and long-lasting impressions.
- Turning Down Work That Doesn’t Align With Your Values: Brian has turned down opportunities when the brand or the project didn’t align with his values or creative vision. This highlights the importance of staying true to your principles, even if it means passing on lucrative work.
- Balancing In-House and Freelance Work: Even though Brian is deeply invested in his role at Sotheby’s, he continues to take on freelance projects. He explains how switching between different types of work helps him stay creatively refreshed, as it challenges him to think outside of his usual brand parameters.
- The Importance of Consistency and Freshness: After working with a brand for a long time, it can be challenging to keep ideas fresh. Brian shares how he keeps his designs innovative by continually questioning and exploring new possibilities, ensuring that a brand remains relevant while staying true to its core identity.
About Our Guest
Brian Ver Straten is the Creative Director and VP of Marketing at TTR Sotheby’s International Realty, one of the top-performing real estate offices in the nation. With over 15 years of experience in branding and design, Brian also tackles freelance projects for a diverse range of clients. He previously served as Creative Director for D.C. United, Washington D.C.’s Major League Soccer team, helping to elevate one of the most successful clubs in American history. Brian launched his career at Barnes & Noble’s headquarters in New York City, working on creative materials for over 700 retail locations across the U.S.
View Brian’s work on his website. Read his favorite book, The Creative Act: A Way of Being, by Rick Rubin on Amazon.
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