Stop selling pretty logos. Start building brands that work in the real world.

Do inflated processes, branding jargon, and performative “thought leadership” leave you feeling like creativity is not enough or that you must become a brand psychologist to be taken seriously? In No Bullsh*t Branding, James Martin (Made By James), partner at Lincoln Design Co, strips branding back to what it truly requires. No mystique. No posturing. No bloated decks. Just clear tools and creative confidence to build brands that succeed in the market, not only in portfolios.

You will learn to build brands from the inside out using the Five Idea Keys, the Minimum Viable Brand, and reputation-through-evidence frameworks. You will not be asked to reinvent yourself as a coach or consultant. You will learn to think, make, and ship brands with honesty, clarity, and conviction.

This is for designers who want to move beyond execution and operate as true creative partners. You will learn to shape ideas with intention, design identities with purpose, and build reputations that grow through proof, not performance.

You will also learn how to apply these tools to your own ideas. The goal is not only stronger client outcomes. It is to help you release your own concepts without perfectionism, build your creative voice publicly, and grow a career grounded in real-world evidence rather than noise.

You will discover:

• Why real brands begin with truthful ideas, not tactics
• How to use the Five Idea Keys to turn sparks into structured brand foundations
• How to build a Minimum Viable Brand without unnecessary complexity
• How to choose names, messaging, and visuals that serve the idea
• How to attract aligned clients through proof, not persuasion
• How to grow your reputation alongside your client work, without burnout

Through real case studies and transparent process breakdowns, No Bullsh*t Branding shows how clarity, evidence, and creative honesty outperform inflated theory and trend-chasing every time.

If you have ever felt underqualified, overcomplicated, or pressured to follow industry scripts, this book will help you trust your instincts, sharpen your craft, and build brands that stand up in the world and stand out in the market, including your own.

With wit, warmth, and a justified level of profanity, No Bullsh*t Branding champions designers, honors creative instinct, and teaches branding without the nonsense.

Over the last decade, award-winning graphic designer James Martin has built a successful creative agency, Baby Giant Design Co., with his business partner, creating logos and building brand design for a varied list of clients. Those clients include music heavy hitters The Chainsmokers, Michael Ray, and Carter McLean; and brands such as Bishop Slayer Oyster Stout and Plastic Freedom. His willingness to share his creative process, offer honest advice, and engage with fans and followers on social media has earned him a reputation as a generous and wise mentor and inspiration, especially to junior designers and those just getting started in the field. James lives in Southampton, England.