Creating Brands that are
Inherentely Happy.

A brand should essentially be good, smart — and happy. How do we accomplish that?
Creating Brands that are <br>Inherentely Happy. By Ross Patrick

Photo by Kim Carpenter on Unsplash

The world can be a depressing place — sometimes. Pandemics, wars, economic upheaval, governments in flux, police brutality, mass shooting, riots, protests, inequalities of every kind. We may not be able to fix all of the aforementioned insanity but, by using “Happiness”, we can make the world a lot more engaging and fun.


It turns out, many brands have already seen that “happiness” is a powerful KPI (Key Performance Indicator). The key is to be optimistic and pour this energy into your work. Conceptually, it helps to find ways to have strong ideas based on strategic insights. The main insight is happier brands perform better. These happy brands bring joy and energy to all who encounter them. Being happy is important for living a fulfilling life and treating your fellow humans with a dose of happiness. Yes, there are a lot of bad things in the world but, we can make our lives better with positivity in our branding. Give others hope by using this philosophy in your design.


Just as scientists study positive psychology, marketers should treat design thinking with this positive philosophy. This kind of thinking can also be observed in advertisements — highly successful ones have shiny happy people and a positive message. Usually they deliver a clear benefit that will make your life better.

Big brands have been using positive psychology in different aspects of their marketing. Such positive approaches are likely to become more accepted, and people will expect companies to think positively as well— who could argue against this?

“Companies attracting the most attention nowadays are those which use design thinking, use strong emotions in their products, and are transparent about how they achieve successes.”

  • Dr Sandip Roy, Happiness Science Speaker

Being constantly optimistic and positive is important to change the negative mindset we have throughout the years. Sometimes you could even say pessimistic thinking is the first step to an inwardly gloomy personality. Seeing the world in a positive light makes the time go by a little better and also gives us more energy to create positive outcomes in our pursuits. Having a sense of hope is good for living a balanced life and emotionally equipping your business can help with this. There is a psychological principle called Roof Effect, which suggests that the better something looks, sounds, smells or looks like, the happier people are likely to be. A first impression on the outside does not necessarily count. It matters how the second impression feels and feels happy. Feeling happy about receiving a more positive review or a return on investment from a project is a strong indicator of a happy brand. I have always told people that if you ask me to name a few best-looking logos, it would be instant recognition. If you can take a logo and make it aesthetically pleasing and high-performing within a short period of time, you have won the design competition. For instance, mobile phone manufacturers have always relied on heart-shaped icons — from HTC to Apple to Samsung — universally recognized by everyone. Nowadays, many players have tried to adopt this shape. However, could heart-shaped logos really be considered the best aesthetic shape? It depends on how you define aesthetics. Some would define it as minimalism. An example of minimalism is when the only thing that is on your product is a logo rather than the whole design. In this case, simplicity could be more important than beauty.


Happy designs average about a 14% better experience among customers. The world can use more ideas like that. Purpose, design, and branding shape a bright future for the world.

Today, it is an essential branding accessory that a horde of marketing heads are using increasingly to promote their services and products. The advertisements associating their brands with Happiness that I crossed paths with in the last six months range from realty, cars, apparels, holidays, manufacturing hubs, sodas, gifting solutions, office cultures, college campuses, spa services, mall experiences, gadgets, kitchen appliances, and even stationery.

Forbes came out with a list of the Happiest Brands. Forbes called them ‘feel-good brands that pluck all the right heartstrings.’ Apple was at the top. Incidentally, UK has its own Isobel index of Happiest Brands; Cadbury took the top slot last year.


It began at the University of Pennsylvania. In 1998, Martin Seligman became the President of the American Psychological Association. He signaled a breakthrough movement borrowing a phrase from Abraham Maslow – Positive Psychology.

Those two words soon burst upon humanity as “The Science of Happiness.” Spearheading the movement were some of the best-known psychologists from the US and Europe.

His premise was this: Psychology throughout most of its existence has been a science that was based on the disease model. Traditionally speaking, it was all about studying what’s wrong with people. Seligman proposed it was time to move the fulcrum and balance the negative weight of this human science with the positive.

And in 2005, Time published its cover story, The New Science of Happiness. Next year, in 2006, Tal Ben-Shahar’s course on the subject, popularly referred to as Happiness 101, became the most popular course in Harvard ever, with its enrollment of 854 students, surpassing even introductory economics.
This rhetoric on happiness arrived as a gigantic opportunity for brands, according to Ann Mack, director of trendspotting at JWT. She said, “People are thinking of happiness in a more prescriptive way.”


Positive Psychology proved that purchasing of experiences gave much more lasting happiness than purchasing of material objects. This immediately worked out well for ‘experiential services’ as holidays, spas, and the likes. It was the products – the material things – that needed to be redefined in the advertisement stories.

Jennifer Aaker, General Atlantic Professor of Marketing at Stanford Graduate School of Business, also a social psychologist, suggests the marketing of happiness can carry an appeal to the people that feels like The Dragonfly Effect.
She says,

“The idea of brands enabling happiness and providing greater meaning in the world is powerful. People have an aversion to anything that feels overly manufactured.”
Happiness is the greatest of all motivators, and experiences are entirely about moments that make us happy. Right? So, let’s work hard to create a brand that brings happiness to all of those who come I contact with it. Let’s be a force for good. Let’s make people HAPPY.

We know what it takes to
create an unforgettable brand.

Our team of designers, content creators, and AI experts will
help you get noticed with a custom website, social media
strategy, and advertising.


What’s the difference between a brand and a logo?

Great question. We believe that building a high quality brand starts with research, brand strategy and a solid marketing plan. Does the require a great logo. Yes. Sometimes we will utilize a client’s existing logo as it may have some equity already built up. other times, we are required to revamp a logo — or completely reinvent it. Having a great product and a website does not necessarily mean you have a brand. That’s why we prefer to craft the entire customer journey to build trust and engagement with your intended target audience.

How much will this cost me?

A basic kit starts at about $25,000. Most of our clients like to add on to our kits — making them cost more. The added value can be seen here on our price lists.

How long does this process usually take?

Our team is ready to go. We typically break each project into phases. Each phase can take 1-2 weeks depending on the complexity of the assignment. If you are in a huge hurry, we get that. We can review schedule options to prioritze the most impostant aspects of creating, launching and igniting your business. We require a 50% deposit prior to commencing the first phase.

I just need an ad campaign. Can you help me?

Yes we can. Let our team of seasoned professionals bring your brand to life with clever, engaging and provocotive ads that deliver customers to your website, store or event. Whether your campaign is running on Facebook or on network TV during the Superbowl, we can handle it.

My website needs to be revamped. Can you help me?

We invent and reinvent brands. Sometimes it’s not your brand that’s broken. It could be the product, the packaging, or the way it’s photographed and presented on your website. We have designers, photographers, videographers, copywriters and website experts to help you with any aspect of the business that is not delivering. This includes eCommerce technology and more.

How do I create a successful marketing roadmap?

Planning a successful brand launch can be dificult. Let’s start with your brand. We will create compelling brand elements that bring the whole story together. This will create lasting value for you and your customers. We have all of the tools necessary to get your brand noticed across many platforms. It doesn’t matter if you sell online, on social media, in store, or out of the trunk of your car, we can help.


Ross Patrick

Designer, Inventor,
Marketing Geek,
Founder Xtra Bold

Ross is an expert in design and brand integration across all touch points — from product design, to digital, mobile and experiential. He has worked with start-ups as well as many blue chip clients such as NIKE Air Jordan, GM, Microsoft, Bank of America, Starbucks and Amazon. Ross started his career at Nike and has held leadership positions at Capitol records, Deutsch LA, and The Coffee Bean & Tea Leaf. Most recently, Ross was Executive Creative Director at DDW, a leading branding and marketing consultancy. Ross is a grad of Gonzaga University and The Art Center College of Design.



The core ingredient to building a successful brand — this is where we establish the vision, mission, values and purpose that define your company and your products.

Your brand strategy will become the filter through which you evaluate all of your decisions and opportunities. This vision will allow both your team and our team to set up the goals and strategies — guiding us to where we’ll focus our energy and resources.


Smarter marketing means better sales and bigger profits.


Now that we’ve established the strategic vision, we can craft a brand story.

Some people call it a manifesto. Either way, it’s the rally flag for your brand and it sets the voice and vibe for everything. A brand story grabs attention, elicits an emotion response, and creates engagement.

Also known as Brand Strategy, Brand Positioning, Mission/Vision/Values.

brand strategy

More accurate and authentic brand storytelling.


We have an amazing track record developing logos for some very iconic brands. There’s a reason why Nike, Amazon, Starbucks, MIcrosoft, Tesco and many more companies have chosen to work with our team.

Brand identities can take on many forms from symbols to wordmarks — they all function in unique ways and are the cornerstone of your business.

brand identity

We create unique and compelling brand identities.


A brand guide helps you understand your brand and how it works. It shows off the color palette, the typography and the way your logo can be used across a number of different platforms.

The brand guide is a great asset for creating consistent, on-brand content. Your brand style guide communicates your company’s design standards to your whole group.

Includes: Brand Tool-kit


brand style guide

Let’s call it a playbook. Way more fun.


In our basic kit, we included a simple, single page website that appeals to consumers for its ability to get a lot done in a small space.

Sure, you might need a bigger site, and we can accommodate a variety of requirements. Just know that your site will be orderly, easy to follow, tell a story and offer a clear understanding of what your brand/product is all about.

Add: eCommerce to any site.


Amaze your consumers with eye-catching and engaging design.


Creating a unique brand requires imagery that help tell the brand story. These could be illustrations. icons or photographs. They might be sourced from “stock” or from an illustrator or photographer that we feel is the appropriate talent to deliver the right kind of visuals for your website or campaign.

This may also include video and/or animation.


Engage your consumers with eye-catching visuals.


Microsoft estimates that there are about 30 million PowerPoint presentations created every single day.

Custom Powerpoint templates will allow you to rise about the mediocre presentation decks that leave investors or business partners confused or asleep.


Success comes from having the right tool for the right job.


People want to know “what it is” and “what it does”. Explainer videos are short online marketing videos used to explain your company’s product or service.

Explainer videos are often placed on a landing page, your website’s home page, or a prominent product page.

These can also be used at trade shows, retail environments and in sales presentations. We have used them as TV spots too.



2021 sees online video viewing reach an all time high.


We’ve named many brands and products. We’ve done it for Amazon as well as Silicon Valley Start-ups.

The right name connects your audience to your brand. It can elevate and translate the “what it is” and “what it dooes” in a matter of seconds.

It can also be aspirational and allow your brand to grow and expand it’s products and services over time.


What’s in a name? Everything!


We create snackable content (formerly known as advertising). The world of advertising and content creation has changed forever.

The team at Xtra Bold has the experience to create game changing content. TV spots and videos need to be short, engaging and memorable. The new three second attention span has officially made everything obsolete. Unless of course it’s Xtra Bold.


Formerly known as advertising, content is the key.


We know how TO out-maneuver your competitors with strategies for effective competitive research, analysis, and enablement.

We analyze your data and provide recommendations on SEO, content marketing and advertising that can help you improve your online visibility in days. Our SEO optimization and artificial intelligence is second to none.

Proof: You found us. Right?


Pin-point accuracy and messaging means no guessing.


Sometimes business owners need someone with marketing expertise who is not in their organization to bounce ideas off of and ask questions without the risk of getting a completely self-serving answer.

Or your an entreprenuer who wears many hats and running the creative, marketing and advertising is just one too many hats.


Sometimes a good coach can make all the difference.


Additional services can be added to these packages. Contact us and let us know how you can get the right amount of friendly service and the right amount of awsomeness to launch your brand. It’s that easy!

Additional Servies:
Public Relations
Media Buying
Experiential (Event Marketing)


Public Relations,
Media Buying,
Events, Retail.

Additional services can be
added to these packages.

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The world of branding
has changed. Forever.

Utilize our highly creative teams
and super-charge it all with the
best technology!