A Brand Born in an Ambulance

Build a Brand, Not Just a Campaign

Tracey makes it clear: “If you want to build business, build a brand.” Without a clear, consistent identity, marketing efforts fall flat. She emphasizes how brands must have strong archetypes and a visual identity that creates instant recognition—even without a logo.

Visual Equity Is Non-Negotiable

One of the biggest mistakes Tracey sees is brands with no distinguishable look or feel. “If I can swap out your logo and insert another brand’s, you don’t have visual equity,” she says. From packaging to digital to in-store experience, the visuals must work together to build trust and recall.

Brand Custodianship Matters

Tracey tells a jaw-dropping story of a rebrand that was derailed by a design team who ignored the guidelines—costing the client hundreds of thousands to fix. Her lesson: “Your brand custodian must be involved all the way through execution.” A cohesive brand needs more than strategy—it needs guardianship.

Doing Business Abroad Sharpens Your Edge

After working in South Africa’s challenging business environment, Tracey sees the U.S. as a place of abundant opportunity. She highlights the contrast: “In the U.S., people want to do business with you because they like you. It’s that simple—and that powerful.”

“We’re not here to be vendors—we’re here to be partners. If I can’t be part of the team, I won’t take the work.”
— Tracey Felicidade Jones