What is The Why of Design™?
What is The Why of Design™?
If you’ve ever wondered, “What’s the difference between a business and a brand?” — here’s your answer:
A business offers a product or service.
A brand makes people feel something.
The Why of Design™ is a process we use at Architangent to turn ordinary businesses into unforgettable brands. It’s the process we’ve used to help our clients win industry awards, boost revenue, and grow memberships.
With The Why of Design™, we go beyond logos and colors. We dig into the heart of your brand to discover its purpose, mission, and values. From there, we design spaces, visuals, and brand experiences that make your customers feel something special.
Here’s the best part: You can learn this process too.
Our Process: The Why of Design™
So, how do you go from a business with a logo to a brand that wins awards?
We follow three critical steps that we teach inside The Why of Design™:
1️⃣ Define Your WHY
Every successful brand has a purpose. It’s not just about selling a product — it’s about why you exist.
With The Why of Design™, we help you define your:
Purpose — Why does your brand exist?
Mission — How will your brand impact people?
Values — What does your brand stand for?
This is how we helped brands like Drip Nail Salon create a compelling story that resonated with customers and led to their win of the Paper City Design Award 2024.
Without a clear WHY, your brand will be forgettable. With it, your brand will become unstoppable.
2️⃣ Build a Visual Identity
Logos, colors, and typography aren't just design choices — they’re powerful tools of communication.
With The Why of Design™, you’ll learn how to create:
Memorable Logos — Instantly recognizable and tied to your purpose.
A Cohesive Color Palette — Colors that create emotional connections with customers.
Typography that Speaks — Fonts that align with your brand’s energy and tone.
This approach is what helped Skinclusive Dermatology transform from an idea into a brand that people recognize, remember, and recommend. Every detail of their visual identity was intentional — from their logo to the color palette of their space.
Don’t just build a space. Build a brand that speaks for itself.
Build a Brand That Puts People First
Your visual identity is more than just aesthetics — it’s a reflection of your purpose.
With The Why of Design™, we’ll help you shape:
Empowering Logos — Instantly recognizable and rooted in your mission.
Color Palettes that Resonate — Move beyond stark white with hues that connect emotionally with your audience.
Typography that Speaks — Fonts that mirror your brand’s personality, not a medical chart.
This intentional approach is what helped Skinclusive Dermatology evolve from an idea into a brand that is seen, felt, and remembered. Their visual identity wasn’t an afterthought — it was a promise. From the thoughtful color choices to the welcoming tone of their logo, every element was crafted to feel inclusive, human, and authentic.
Don’t just build a clinic. Build a brand that reflects care, community, and connection.
3️⃣ Design Branded Experiences
Want to know why some brands are unforgettable? It’s not just their ads — it’s the experience.
From the moment a customer steps in, your brand should be felt in every detail. Your entryways, seating, decor, lighting, and colors should all be part of your brand story — not an afterthought.
With The Why of Design™, you’ll learn how to:
Turn Your Space Into a Brand Experience — From the entrance to every sensory detail, make every touchpoint unforgettable.
Design Physical Spaces that Feel Like Your Brand — Every chair, wall, and color should reflect your story and purpose.
Leave Lasting Impressions — Make sure every visitor remembers their experience long after they leave.
This is the approach we applied to Gaspachos, a bold new concept coming to the Moncrief Lenoir warehouse. Their space brings the energy of Mexican street food indoors — weaving together the vibrancy of a street stand, the warmth of a plaza, and the buzz of nightlife. Every design choice, from the playful palette to the inviting layout, is a reflection of their brand’s lively, authentic spirit.
Don’t just design a space. Design an experience that tells your brand’s story.
Proof That The Why of Design™ Works
If you’re wondering, “Does this actually work?” — take a look at the results:
Drip Nail Salon — Won the Paper City Design Award 2024
Studio A Salon — Achieved a 50% increase in revenue
Central City Co-op — 50% growth in membership
Kavi Properties - 35% increase in revenue
Each of these clients started out with a vision, but it was through The Why of Design™ process that they turned those visions into profitable, award-winning brands.
If they can do it, so can you.
What Will You Learn in The Why of Design™?
By enrolling in The Why of Design™, you’ll get step-by-step training on how to:
Clarify Your Brand's WHY — Purpose, mission, and values.
Design Visual Identity Assets — Logos, colors, typography, and brand guides.
Create Branded Spaces — Turn physical spaces into brand experiences.
You’ll walk away with a clear plan and process for how to position your brand for success.
Don’t just build a business. Build a brand that wins.
Success Stories
Here are just a few of the success stories that came from following The Why of Design™:
🏆 Drip Nail Salon — Won the Paper City Design Award 2024
🏆 Kavi Properties - 35% increase in revenue
📈 Studio A Salon — Achieved a 50% increase in revenue
📈 Central City Co-op — 50% increase in membership
These brands achieved incredible growth, not because they followed trends, but because they followed the system inside The Why of Design™.
Your brand could be next.
Take Advantage of Our Early-Bird Offer
Ready to start building your own award-winning brand?
This is your moment to take action.
For a limited time, you can join The Why of Design™ at a discounted rate:
🚀 Early-Bird Promotion — 20% off — Save $397 until December 31st
Don’t wait. The opportunity to create your brand transformation is now.
Your Next Step Is Simple
Stop guessing. Start building a brand that stands out, wins awards, and grows revenue.
👉 Enroll in The Why of Design™ today and save 20% — $397 OFF until December 31st.
Find out more.
