"Branding isn’t a paint job": 5 questions with Peter Tashjian
Creative Bloq
by Natalie Fear February 15, 2026
AI-Generated Deep Dive Summary
Peter Tashjian, a partner at Love & War, emphasizes the importance of strategy-led design in creating impactful brands that resonate over generations. Drawing from his extensive experience working with global icons like Google and Four Seasons, Tashjian highlights how successful branding goes beyond aesthetics to establish a belief system that drives cultural relevance and human clarity. He compares great brands to religious symbols, which convey deep meaning through simplicity and have enduring appeal across time.
One of Tashjian’s key insights is the fusion of strategy and creativity. He argues against siloing these two elements, as they are inherently interconnected. The best design solutions emerge when strategic thinking and creative execution overlap, ensuring that the final product not only solves a problem but also captures an emotional resonance. This integration avoids the pitfalls of either being overly analytical or lacking direction, where creativity feels constrained without a clear purpose.
Tashjian also reflects on personality types, acknowledging how his INTP traits—focusing on conceptual and analytical thinking—inform his approach to design. While he values logic, he emphasizes that great brands require an intuitive, emotional dimension to truly stand out. This balance is achieved through collaboration with diverse teams who bring varied perspectives to the table, resulting in work that feels both meaningful and authentic.
Ultimately, Tashjian’s message underscores the importance of viewing branding as a belief system rather than just a visual identity. Strong brands are built on consistent core values that guide everything from operations to product development. This North Star approach ensures coherence and trustworthiness, allowing flexibility in execution while maintaining a clear direction. For designers and strategists, understanding this depth adds layers of meaning beyond surface-level aesthetics, making their work more impactful and enduring.
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Originally published on Creative Bloq on 2/15/2026