Esther Benson

Esther Benson Strategic Graphic Designer
I create strategic visual systems for tech brands helping you build trust and convert consistently.
(11)

DM to work with me 📩
Connect with me: linktr.ee/estherbenson_

Here's what happens behind a design that actually works.1. STRATEGY 🎯First, I understand the goal, audience and message....
26/08/2026

Here's what happens behind a design that actually works.

1. STRATEGY 🎯
First, I understand the goal, audience and message.

2. HIERARCHY 👀
Then I decide what people should notice first, second and third.

3. TYPOGRAPHY 🔤
I choose fonts and arrange text in a way that supports the message and makes it easy to read.

4. EX*****ON 🎨
Only then do I bring everything together into the final design.

Notice something?

The software comes last.

Because knowing how to use a design app doesn't automatically mean you know what to design.

The tools help me execute the idea.

The thinking creates the idea.

What are you actually paying a designer for?It isn't just the finished flyer.You're paying for the thinking behind it.Be...
25/08/2026

What are you actually paying a designer for?

It isn't just the finished flyer.

You're paying for the thinking behind it.

Before I start designing, I'm thinking about:

→ Who is this for?
→ What's the most important message?
→ What should people notice first?
→ What information can be removed?
→ What action should the audience take?

The final design is just the part you get to see.

A lot of the real work happens before the first element is placed on the canvas.

Good design isn't just about making things look good. It's about making the right visual decisions.

Be honest with yourself. Which one describes your business right now?Drop A, B, C, D or E in the comments. 👇🏽
22/08/2026

Be honest with yourself.

Which one describes your business right now?

Drop A, B, C, D or E in the comments. 👇🏽

Let's pretend you've just hired me to audit your business page. 👀I'll call this fictional brand Bella Bakes. 🎂Looking th...
22/08/2026

Let's pretend you've just hired me to audit your business page. 👀

I'll call this fictional brand Bella Bakes. 🎂

Looking through the page, I notice:

🔴 Post 1 uses pink, yellow and purple.
🔵 Post 2 suddenly uses blue and black.
🟢 Post 3 has 4 different fonts.
📸 The product photos all have different styles.
📐 Every flyer has a completely different layout.

My first reaction wouldn't be:

"You need better designs."

I'd say:

"You need a visual system."

Here's what I'd fix first:

1. Establish a consistent colour palette.
2. Choose a clear typography system.
3. Define how product photos should look.
4. Create a few repeatable content layouts.
5. Make the brand elements consistent.

The goal isn't to make every post identical.

It's to make the page feel like one business with one clear identity.

That's what I'd fix first.

What would YOU change if this were your business page?

Happy Weekend 💫
22/08/2026

Happy Weekend 💫

If your business looks different every time you post...You probably don't need another random flyer.You need a visual sy...
21/08/2026

If your business looks different every time you post...

You probably don't need another random flyer.

You need a visual system.

A system that tells you:

→ Which colours to use
→ Which fonts to use
→ How to structure your content
→ How your images should look
→ How your brand should show up consistently

So instead of asking:

"What should my next design look like?"

You have a clear direction to work with.

If you've been struggling to make your business look consistent online, DM me "SYSTEM."

Let's talk about what your business actually needs.

Let's say I'm reviewing a business page and I see this:Post 1: 🔵 Blue + PoppinsPost 2: 🟣 Purple + a completely different...
21/08/2026

Let's say I'm reviewing a business page and I see this:

Post 1: 🔵 Blue + Poppins
Post 2: 🟣 Purple + a completely different font
Post 3: 🟢 Green + another layout
Post 4: 🔴 Red + a different logo treatment

And the business owner says:

"But all the designs look good individually."

I agree.

The problem isn't necessarily the individual designs.

The problem is the system behind them.

If I were fixing this, I'd start with:

1. Colour — choose a consistent brand palette.

2. Typography — define a small set of fonts and how they'll be used.

3. Layout — create a recognizable structure for different types of content.

4. Imagery — establish a consistent style for photos and graphics.

5. Brand elements — decide how the logo, icons, shapes and other elements appear.

The goal isn't to make every post look identical.

It's to make every post feel like it came from the same business.

That's the difference between having designs and having a visual identity.

Your business doesn't need more designs.It needs better direction.You can post a beautiful flyer today, another one tomo...
21/08/2026

Your business doesn't need more designs.

It needs better direction.

You can post a beautiful flyer today, another one tomorrow, and another completely different design next week...

And still have a weak visual presence.

Why?

Because random good-looking designs don't automatically create a recognizable brand.

Imagine seeing three posts from the same business:

One is blue and bold.
The next is pink with a completely different font.
The third has a new layout, new colours, and a totally different feel.

Nothing is wrong with any single design.

But together?

They don't feel like the same brand.

Your audience should be able to see your content and think:

"Oh, I know this business."

That's what consistency does.

You don't need to constantly create something new.

You need a visual direction that makes everything you create feel like it belongs to the same brand.

Now let's finish the list. 👇🏽4. WHERE will the design be used?A flyer for Instagram isn't necessarily the same thing as ...
21/08/2026

Now let's finish the list. 👇🏽

4. WHERE will the design be used?

A flyer for Instagram isn't necessarily the same thing as a banner for a physical event.

The platform, size, viewing distance, and format all matter.

For example:

A WhatsApp status design needs to communicate quickly on a phone screen.

A roadside banner needs much larger text because people may only see it for a few seconds.

Context matters.

---

5. HOW will you know if the design worked?

This is the one many businesses forget.

Don't just ask, "Does it look nice?"

Ask:

Did people send enquiries?

Did registrations increase?

Did people actually notice the offer?

Did the campaign generate sales?

Because the purpose of design isn't simply to make your business look good.

It's to help your business communicate and achieve a goal.

So before your next design project, go through all 5 questions:

1️⃣ Who is it for?
2️⃣ What am I communicating?
3️⃣ What should they do?
4️⃣ Where will it be used?
5️⃣ How will I measure success?

Save this before your next design project. 📌

And send it to a business owner who needs to see this.

Cont'd from my last postLet's talk about the first 3 questions. 👇🏽1. WHO are you trying to reach?"Everybody" isn't an au...
19/08/2026

Cont'd from my last post
Let's talk about the first 3 questions. 👇🏽

1. WHO are you trying to reach?

"Everybody" isn't an audience.

For example:

❌ "I want this flyer to attract everyone."

✅ "I want to reach university students between 18–25 who need affordable birthday cakes."

That information changes how the design should look and communicate.

---

2. WHAT exactly are you trying to communicate?

Don't throw every piece of information you have onto the flyer.

For example, if you're promoting a discount:

❌ "We sell cakes, pastries, small chops, drinks, event cakes, birthday cakes..."

✅ "20% OFF ALL BIRTHDAY CAKES THIS WEEK."

The second message immediately tells people what matters.

---

3. WHAT do you want people to do after seeing it?

Do you want them to:

📞 Call?
📲 Send a WhatsApp message?
🛒 Place an order?
📝 Register?
📍 Visit your location?

Your CTA should make that next step obvious.

A designer can create the flyer.

But you need to know what the flyer is supposed to achieve.

Tomorrow, I'll explain questions 4 and 5.

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