User experience and branding are going hand in hand.
Authenticity is key. The saying is clothes make the man, but "the man in the clothes" is more important. Nevertheless you should always "dress to the occasion".
My passion is to get to the "man in the clothes" and transform 'him' to be one which is relevant to the people it 'serves'.
I am inspired by people, getting the best out of people, creating the synergy in creativity. I like to make the design team part of that truly user centered design process to create the best branded user experience.