Graphic Designer Charles Draper on how brands are like JPEG files, and how to avoid falling into the trap of creating ‘design for the sake of design’

This year’s PSFK series highlighting alumni of the School of Visual Arts (SVA) Masters in Branding Program continues with Charles “CJ” Draper, a graphic designer specializing in the arenas of identity and brand strategy, and who is currently working alongside the talented folks at jones knowles ritchie (JKR). In his interview with PSFK, Draper equates the process of branding to JPEG degradation. Though a brand’s message can blur and pixelate with time, an exceptional designer can work against it by understanding how businesses operate in order to form a cohesive and longstanding brand.

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