In Conversation With Your Branding Partner

Today we are excited to hear from Lance Moor from Your Branding Partner who shares his approach to creating spaces and branding solutions.

When you first meet Lance Moor, you quickly realise that branding, for him, goes far beyond logos and colour palettes. As the creative force behind Your Branding Partner, Lance approaches every project with a deep understanding that space—physical or digital—is one of the most powerful storytelling tools a brand can have.

We sat down with Lance to unpack his approach to creating environments that don’t just look good, but feel intentional. From retail spaces to corporate interiors, his philosophy is rooted in aligning every touchpoint with the brand’s purpose and personality.

“Branding isn’t just visual—it’s emotional. It’s how a space makes you feel the moment you step into it,” Lance shares. “Every element should reflect the essence of the brand—whether it’s the texture of a wall, the lighting temperature, or the scent in the air.”

In this conversation, we explore how Lance combines strategic thinking with creative design to craft immersive branding solutions. Whether it’s a startup headquarters or a luxury showroom, his work proves that when brand and space are in sync, magic happens.

Creative Process & Ideation

Q: Can you walk us through your process when ideating a new project, from initial inspiration to final execution?
A: Our process is typically reactive, based on specific brand or shop-fitting requirements. Clients often come to us with defined sizes and dimensions for fabric lightboxes or wallpaper replacements, and we respond with a tailored solution. It is our mission to shift this approach — to proactively introducing interior designers, architects, and business owners to the untapped emotional and visual power of fabric lightboxes.

Many still aren’t aware of what today’s high-resolution dye sublimation on fabric can achieve. We’re here to change that by inspiring creative applications and helping clients see how something as functional as a lightbox can become a vibrant statement of art, mood, and brand identity.

Q: How do you balance creativity with the practical needs of a client when ideating and conceptualizing a design?
A: Lightboxes are more than illumination — they’re atmosphere, storytelling, and emotional resonance. Whether it’s a boardroom ceiling image of a forest canopy with sunbeams breaking through the leaves, or a beach sunset stretching across an office partition, we use visuals to craft moods that align with the function of space.

For example, we’ve installed bar-area lightboxes featuring joyful scenes of people laughing to evoke fun and social energy. Hotel corridors might feature tranquil lakes or rolling savannahs to create calm and warmth. We even tailor spaces to encourage mindfulness, productivity, or inspiration — all through imagery. It’s about connecting visual with the visceral, using design to quietly support the emotional needs of those who occupy space.

Q: How do you incorporate global trends into your work while ensuring relevance to local audiences?
South Africa’s diversity offers rich inspiration, and we work to make sure global trends speak in a local dialect.

Connecting with Consumers Emotionally

Q: You mention the importance of connecting with consumers on an emotional level. Can you share an example where your design successfully created that kind of emotional connection?
Absolutely. One memorable project involved a wellness clinic that wanted to create a calming, restorative environment for its patients — from the reception through to the treatment rooms. We suggested using illuminated fabric wall art of soft sunrise scenes and tranquil forests throughout the space. The transformation was immediate — patients commented on how calm they felt the moment they stepped inside. Staff even reported a noticeable shift in mood and energy. It was a powerful reminder that visuals, especially when lit and scaled beautifully, can go far beyond décor — they can create emotional experiences that stay with people.

Q: How do you approach creating spaces or visual identities that evoke specific emotions in the target demographic?

It starts with empathy. We encourage the client to understand what they want the space to look like and how they want people to feel in that space. From there, we encourage them to find images that support those emotional goals — whether it’s peace, excitement, focus, inspiration, or joy. The magic of lightboxes is their ability to shift a mood with just one image. We’ve designed playful lightboxes for children’s hospitals to reduce anxiety, inspiring natural landscapes for office spaces to reduce stress, and energizing visuals in gyms to enhance motivation. Each project is about matching mood with message.

Brand Development & Identity Creation

Q: Can you describe how you would approach the branding of a new client? How would you ensure that the visual identity reflects their values and story?
We approach branding as an emotional and sensory experience. Once we understand a client’s core values, audience, and the feelings they want to evoke, we encourage them to create artwork with a visual language that supports that narrative. In many cases, lightboxes become the centerpiece of that language — whether it’s a bold brand message at reception, or atmospheric imagery throughout a hotel, or showroom.

Q: How do you ensure consistency across all touchpoints when crafting a brand’s identity (e.g., physical spaces, digital, marketing)?
Consistency comes from alignment — every brand touchpoint should speak the same visual and emotional language. We work closely with architects, interior designers, and marketing teams to ensure our physical installations mirror what’s seen in digital campaigns, packaging, and signage. The versatility of our dye-sublimated prints and modular frame systems allows for uniformity across various environments, from a retail store in Johannesburg to a hotel lounge in Cape Town. The goal is brand harmony — seamless and memorable.

Innovation & Trend Analysis

Q: How do you keep up with industry trends and ensure that your designs remain innovative yet timeless?
We keep a close watch on internationally improved technologies and make sure we are the first to adopt them locally. Quality and longevity are what we strive for with our guarantees.  Lightboxes are a unique medium in that they offer long-term durability with the flexibility of changing/rotating image prints. This allows clients to stay visually fresh while maintaining the structural core of the design.

We also constantly explore new materials, LED technologies, and print capabilities. For instance, our use of high-dispersion LED lighting combined with dye sublimation printing ensures not only vibrant visuals but also long-lasting color fidelity — which is a big win for both design and sustainability.

Q: Can you provide an example where you anticipated a trend and incorporated it successfully into your design work?
Years ago, we noticed the rise of biophilic design — the growing trend of bringing nature into workspaces and hospitality environments. Before it became mainstream, we began encouraging clients to use natural scenes like forests, open skies, or flowing water in their lightboxes and fabric frames. Examples of this can be seen at the Constantiaberg Radiology Department.

One early adopter was a financial firm who installed a forest canopy ceiling lightbox in their boardroom. It gave the space a sense of calm, openness, and forward-thinking energy. Now, years later, biophilic elements are expected in modern design — and they’re ahead of the curve.

Collaboration & Teamwork

Q: Given the interdisciplinary nature of your work, how do you collaborate with other team members, such as architects, marketers, and project managers, to create cohesive brand experiences?
Collaboration is at the heart of what we do. Our systems are often one piece of a much larger puzzle, so we work together with architects, designers, and marketing teams to ensure everything fits seamlessly. We always start by understanding their vision, timelines, and technical requirements. From there, we provide guidance on sizing, lighting integration, and print execution to make sure the final installation enhances the overall concept — never clashes with it.

Our team is agile, responsive, and solution-focused — which makes it easy to integrate into both fast-paced fit-outs and long-term strategic builds.

Q: Can you describe a time when you had to adapt your design based on feedback from a client or team member? How did you manage that process?
A: Absolutely. We once worked with a client who originally envisioned a bold, colorful lightbox for a corporate lobby. After reviewing it in its space, they felt it was too overpowering and wanted something more serene. We quickly pivoted, offering a curated range of calming coastal visuals that better aligned with the atmosphere they wanted to create. Within days, we had new samples printed and approved, and the result was stunning.

We see it as collaboration in motion, and it almost always leads to a better final product.

Your Branding Partner specializes in high-quality lightboxes and non-illuminated frames with premium high resolution – high impact dye sublimated prints for indoor and outdoor use across South Africa. Their innovative aluminum fabric tension system ensures easy installation and seamless print changes. They cater to architects, interior designers, shop fitters and businesses for applications such as wall art, office partitions, ceilings, receptions, hotels, exhibitions, and more. The aluminum frames, available in custom sizes up to 3m x 10m, can be wall-mounted or free-standing. Using advanced dye sublimation printing and high-dispersion LED technology, the lightboxes deliver stunning, long-lasting visuals.

Contact: YBP: Your Branding Partner.