Behind the Brand: An Intern’s Perspective on Building Chosen Tweed

We often talk about the power of branding and how it connects, inspires, and drives change. But behind every brand we build is a process.

One that’s messy, collaborative, and full of heart. Recently, UK-based design intern Beth joined our team for the Chosen Tweed project, and her reflections offer a rare peek behind the curtain of what it’s really like to create a brand that moves people.

We asked Beth a series of questions about her experience working with us. Here’s what she had to say.

What drew you to intern at Touchpoint?

I was immediately drawn to Touchpoint’s obvious connection with their clients. Jake’s passion for purpose-driven business is clear from their portfolio of community-based projects. Rags 2 Riches was one scheme which caught my eye in particular. I love their detailed design incorporating textures and colours to create an eye catching and welcoming brand. I was looking to get involved within a creative agency to experience the relationship and design process between the client and creative team, and so this felt like the perfect fit.

What surprised you most about branding behind the scenes?

That it involves trial and error! Every task is different and with that brings fresh challenges, you’re not going to get it right the first time every time. There’s no formula which fits all projects, and there’s also more than one way to do something. Through this you pick up new methods of working, which is always valuable.

What does 'brand with purpose' mean to you now?

For me, “brand with purpose” is creating a narrative behind the design. You are telling the client’s story and representing their ethos. It’s about WHO the brand is, and WHY they do what they do. These are service-based businesses with community at the heart of their goal.

What was your role in the Chosen Tweed project?

I loved the varied workload which allowed me to explore different production processes. My favourite was participating in Chosen Tweed’s logo design and assets. Creating their brand image by pulling together our ideas was gratifying, and I enjoyed it’s progression. Producing Chosen Tweed’s business cards, gift cards, and shop packaging was a new experience. Seeing these assets grow from concepts to physical items in the shop was so exciting. I also utilized my marketing expertise to produce content ideas for their social channels which I enjoyed collating.

Want to see how it all came together? Check out the full Chosen Tweed project here →

What challenges came up during the project?

One eye opening challenge was photographing and mass uploading all the products to the website. This involved a three day shoot from Jake, and plenty of trial and testing on the Shopify software from Ali’s side to perfect. It was a true team effort! The user experience is clean and elegant, and it looks great! Another challenge for me was to make a logo which accommodated different scales. We achieved this by simplifying the design and initially composing in black and white.

After the composition was agreed we could talk colour. As a result, the logo is identifiable and readable across multiple assets and sizes, which was a valuable lesson.

What stood out to you about Chosen Tweed’s brand or story?

Chosen Tweed’s ethos is very team focused. Everyone brings their expertise to the table and welcomes all points of view which I believe is so important, particularly within a creative brand. I love their community projects such as dye-making workshops, developing their shop into an engaging space for visitors to meet new people, learn new crafts and have fun.

What’s something you’ll take into future work?

Don’t just request a written brief. If possible, have an initial meeting and soak up as much information as possible about the brand. Really get into their head about what they’re looking for. Taking the time to include this in your process will save you time in the long run, as well as forming trust with the client. They feel seen and understood, which makes developing the project even more enjoyable for both parties.

That’s exactly why we created the Mini-BrandIgnite™ Workbook. It’s a fast-track version of the full deep-dive we start all our branding projects with. It’s packed with the kinds of questions that help you understand your vision on a deeper level and build work that truly reflects who you are.

Did you gain any new skills or confidence?

Definitely! I loved seeing the many ways Photoshop and Illustrator can be utilised and work across other platforms such as Canva and Miro, it doesn’t need to all be made on one platform. I also have a greater understanding on the importance of producing mock-ups for the client so they can see your vision and ensure communication is clear.

Jake and Ali were so supportive of pitching ideas, making a safe space where we can throw in suggestions to snowball. I felt comfortable bringing concepts to the table even if I knew it wasn’t brilliant but felt there was something in there that could be used. Sometimes you need other people to pick it apart to find the good stuff!

What was your proudest moment?

When the client chose my gift card design for Chosen Tweed! I loved being able to take an idea all the way to print and seeing my work being used in store in real life was exciting! Another proud moment was the launch presentation where the client and his team saw our work for the first time. I was in awe observing Jake and Ali deliver our work to the clients, presenting how our concepts met the brief and taking on board feedback to develop designs even further.

Designed by our intern, Beth, this final gift card design was selected by the client and is now used in-store at Chosen Tweed.

What was it like working with an American creative team?

This may be a generalisation, but from this experience American businesses are far more vocal about speaking their ideas, supporting one another, and challenging points. I really admired the way people would question eg. the practicality of an idea without making it personal to the contributor. At the end of the day, we all have the same goal, and the team was strong in communicating to form the best outcome.

How would you describe the vibe or culture of working with Touchpoint?

Lively! Touchpoint gets things DONE at impressive speed and impeccable quality, but in a fun environment. There is always a buzz-y atmosphere and brilliant channels of communication. The team has a flexibility unlike anywhere else I’ve worked. They bend over backwards to make the clients’ experience as smooth as possible and have been so supportive in working around our timezone differences to get me involved as much as achievable, which I hugely appreciated.

If you had to describe this experience in one word? and why?

Refreshing.

I’ve been keen to work in a creative agency for some time now, but to participate on a live client was even better than I imagined. It was exciting to learn nooks and crannies of the trade. Pointers from Jake and Ali were invaluable and something I would never have known had they not welcomed me into their team. I love the scope of the tasks involved, each bringing their own challenges and bringing an opportunity to learn something new.

Final advice for other interns or students?

I got extremely lucky with this opportunity to work with Jake and Ali who were happy to give their time and expertise. I would say when you do get the chance to talk with people who do what you want to do, don’t hold back! Ask anything and everything, however big or small. Don’t be embarrassed, there’s no such thing as a “stupid” question (and if there is, so what?). Better to ask now than in a high-stake environment.

At Touchpoint, we believe the best brands are built through collaboration, courage, and care. Beth brought all three! And we’re so grateful she was part of the journey.

If you’re ready to build a bold brand of your own, book a free fit call and let’s talk about what’s possible.