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It's quite straightforward, really: just read Plato, Arnheim, Montaigne, the Atlantic Codex and a couple of thousands other books, work a minimum of 15 years in the field to get some experience, digest it all with a lot of creativity and there you go: the on-line image of your brand.
...Allright, so there's also the analysis of your competiton, the wireframes, the moodboards, the prototypes, the usability and accessibility checks, the search engine optimization and an endless love for details, obviously.
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