Authenticity Design:

Authenticity Design is a hybrid strategic and creative discipline focused on identifying, articulating, and expressing the true essence of a human, brand, or creative work across any medium. It governs how identity is translated into consistent, intentional expression, ensuring that what is presented to the world reflects who or what something genuinely is.

In an era shaped by automation, artificial intelligence, and trend-driven output, Authenticity Design positions human clarity and authorship as a differentiating force.

Definition

Authenticity Design centers on the alignment between internal identity and external expression. Rather than beginning with aesthetics, tactics, or market comparison, the discipline establishes identity as the foundation that shapes creative and strategic decisions over time.

Unlike traditional design or branding practices that often respond to briefs, trends, or competitive positioning, Authenticity Design actively shapes and governs those outputs. It asks foundational questions first: purpose, values, perspective, and intent. Only then does it determine how those qualities are expressed visually, verbally, or experientially.

SCOPE OF PRACTICE

Authenticity Design is applied across a wide variety of practices such as branding, marketing, authorship, and digital experiences. Its role is not decorative or performative, but structural. By defining identity before execution, the discipline creates coherence across touchpoints and longevity across evolving platforms.

The outcome is work that feels recognizable, grounded, and human, regardless of medium or scale.

CORE PRINCIPLES

IDENTITY AS INFRASTRUCTURE

Authenticity Design treats identity as the organizing system behind all expression, not a byproduct of aesthetics or messaging.

CONSISTENCY AS TRUST-BUILDING

When identity is clearly defined and expressed with intention, consistency becomes possible. Over time, this consistency fosters trust, credibility, and emotional connection with audiences.

ALIGNMENT OVER COMPETITION

Rather than reacting to competitors or trends, Authenticity Design prioritizes resonance with an intended audience through shared values and lived experience. Differentiation emerges from alignment, not comparison.

HUMAN AUTHORSHIP IN AN AUTOMATED AGE

As AI-generated content increases volume and sameness, Authenticity Design asserts the importance of discernment, intention, and human perspective. Authenticity becomes a form of currency through coherence and integrity rather than novelty or scale.

ORIGIN AND AUTHORSHIP

Authenticity Design was formalized by Angela DiMarco, a strategic creative director, author, and publisher, building on professional practice that began in 2008. After leaving large advertising agencies to work directly with clients, DiMarco integrated strategy, identity, and creative execution into a unified approach that consistently produced clearer positioning and stronger connection.

The discipline was formally named in 2026 following the publication of DiMarco’s work on authenticity-driven brand development and the creation of educational tools designed to make the methodology accessible to founders, authors, and organizations.

PRACTICE AND FUTURE DEVELOPMENT

Authenticity Design is practiced by trained individuals who develop the discipline through study, application, and refinement, similar to other specialized design professions. The field is positioned for continued evolution through education, published frameworks, digital tools, and institutional adoption.

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Founder of Authenticity Design | Strategic Creative Director | Helping humans build brands rooted in clarity and identity.

I am the founder of Authenticity Design, a hybrid strategic and creative discipline that governs how identity is translated into consistent, human-centered expression across brands, authorship, and experiences.

My work is rooted in more than three decades in branding, advertising, and creative leadership. I began my career in large NYC advertising agencies, working on national and global brands, before leaving agency life to work directly with clients. That transition changed everything.

When I gained access to strategy conversations for the first time, I saw how much more effective creative work became when it was grounded in identity, values, and lived experience rather than briefs alone. Clients felt seen. Decisions became clearer. Expression became more confident and consistent.

Over time, this way of working evolved into a governing framework that actively shapes branding, messaging, and long-term positioning. In the mid-2020s, I formalized and named this approach Authenticity Design in response to increasing creative sameness driven by automation, trend cycles, and AI-generated output.

I am the author of The Ultimate DIY Brand Jedi Training Manual and the founder of Phenom Publishing. My work focuses on helping founders, authors, and organizations articulate who they are, align their expression with their values, and build trust through clarity and consistency.

Authenticity, when practiced with intention, is not a personality trait. It is a strategic asset.

Want to work with me?

Let’s help your unique self shine! TheAuthenticityDesigner@gmail.com