We had the good fortune of connecting with Petra Ives and we’ve shared our conversation below.

Hi Petra, is there something you can share with us that those outside of the industry might not be aware of?

I am currently pivoting from visual design to brand clarity and strategy, which leaves a lot of people with a blank stare… What does that mean? Well, before, as a graphic designer, I would just say I create the visual expression for brands or, more simply put, I design logos and everything that comes with it. Ah, yes. Logos. People understand that. But what is Brand Clarity? I still design logos but before that, I need to be clear. Crystal clear. About your business, your brand, and your offerings. In order to create a successful business we need to starts within… a good look under the hood, getting a deep understanding of why your business exists and where you want to go. With my clients, I dig deep, really deep, and surfacing important insights about their business. I find out who exactly they are, what their needs are, their pain-points, and goals, who their ideal clients are, and who they are up against? All this is the substance of their brand, the core brand DNA. Based on that DNA, we now know what the body needs to look like. We can build a solid brand foundation that eliminates all the guesswork, offers clarity for the leadership, the team, and the customers, and determines all communication efforts, now and as the brand grows. Now we know exactly what this logo needs to look like, what voice and tone we use on Social Media, how the website looks and functions, and where we need to go to promote and reach the people that matter to their brand.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Why work with me and my core values of doing good business? Approachability, going the extra mile, a true partnership with my clients, my creative thinking, and a fierce determination to do-better-than-good. All that wrapped with a sense of straightforward simplicity, (German) wit, and just having fun, make long-lasting working relationships with my clients, some now more than 15 years. I am proud of this career I build, nurture, and absolutely love, overcoming recessions and pandemics. I am ready for the next 15 years, helping my clients to succeed, and create brands that embody their purpose and reach their perfect people. 

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Let’s start in La Jolla, because, you know, it’s the jewel of San Diego. We would visit the cove, snap pictures of the seals, and listen to their barks. Take the 145 steps down to Sunny Jim’s Sea Cave (enter through The Cave Store). Have brunch at the Brockton Villa overlooking the water, and then take a drive to Torrey Pines Gliderport. Hopefully, it’s a good day to watch all the Hanggliders jump off the cliffs and soaring through the air over the ocean, while enjoying a beer/coffee/sandwich. While at Torrey Pines, take a hike down to flat rock beach (that’s my name for it). Bring a towel, jump in the water, and have the beach (almost) for yourself. If you are up for a fancy lunch, stop at The Lodge. Cozy, rustic, almost mountain-like ski resort environment, still with the view of the ocean and palm trees. Another fun day, and more “San Diego” than La Jolla, is visiting the Barrio (Barrio Logan, south of Downtown). Stop at Cafe Moto (my favorite espresso bean), try to time it right and go there during their monthly Art Crawl (second Saturday of each month), where you can visit galleries, art studios, local shops and restaurants, music, food, drinks…Take some time to visit Chicano Park and learn about the history of this place. Walk around and look at all the murals. There are a ton of information and self-guided tours online. It makes your experience so much more meaningful. Stop at Salud! for some tacos, Border X for a local brew, or a Mexican Hot Dog at Barrio Dogg and see some lowriders on their own parking spots on Logan Street. 

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I am most grateful for my Creative Leadership Mastermind Group that keep me on my toes, push me forward and in the right direction, and give me that emotional and professional support everybody needs. (Steven Morris, Kate McCarthy, Jana Devan, Stacey Edelstein, Angela Noble, Marc Hedges)

Website: lime-co.com
Instagram: lime.co.design
Linkedin: https://www.linkedin.com/in/lime1design/
Facebook: @lime1design

Image Credits
Brian Nguyen Nensi Lakrori

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