Timeless and Sustainable: concrete and hook into multiple memory types, should with stand the test of time. Your brand should be long lasting (10+ years) not trendy, your supporting marketing materials can play into the trends while staying on brand.
Authentic and approachable: emotional, make them feel and they will care, clients are shopping for stories that motivate and inspire
Unique and memorable: the unexpected violates expectations and leaves room for curiosity
Versatile and functional: fine tune for usability and function before beauty
Intuitive and relevant: make it credible and believable
Simple yet beautiful and significant: there is magic in the details, when we pair down to the simplest parts, we are left with the room for our message to breath