#1NWebinar - Creating a Digital-Centered Customer Experience: Branded Expression Systems
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Transcript of #1NWebinar - Creating a Digital-Centered Customer Experience: Branded Expression Systems
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Welcome
Ryan Schulz Director, Brand Planning
Nate Denton Managing Director, Creative Services @NateOneNorth
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Ryan’s Key Points
• Brand is much more than a color palette, a logo and a tagline
• There is a strong connection between the character of your organization and your firm’s brand
• Beware of tactics that are disconnected from brand strategy
• Thinking digitally means much more than just thinking about your website
• Your ideal customer experience begins with a digital strategy that then informs the rest of your communications
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Kalev’s Key Points
• Brand and UX/UI Strategy share the same goal: an overall customer experience that is compelling, authentic and effective
• One of the main goals of UX/UI is to bring brand concepts to life in real-life digital interactions
• UX/UI strategy is always better when it is informed by a well-defined brand
Things to Remember 3 important principles to follow when creating a “digital upfront” branded expression system
Nomad Architects
An architecture firm committed to creating low-impact structures that enhance the surrounding natural environment and create a smarter, more sustainable future.
Facts
• Founded in 1997
• 450 Professionals
• 14 Global Offices
• 15% Growth in 2014
BRAND
The brand purpose, positioning, persona and essence of an organization, based on research, should serve as guide posts for strategy and development of the visual brand system.
STRATEGY
The strategic plan, based on the brand essence and research, provides the tools and materials to bring everything together.
DESIGN FOUNDATION
The core design elements that create a foundation and support for a visual brand system. These should be guided by the brand purpose and align with the strategic direction.
Logo Considerations
• Remember to be authentic
• Make it memorable
• Design it to be scalable
• Consider interactivity
Color Considerations
• Remember to be authentic
• Don’t distract
• Don’t offend
• Account for digital constraints
Font Considerations
• Remember to be authentic
• Allow for flexibility
• Consider the applications
• Make sure it’s web safe
Imagery Considerations
• Remember to be authentic
• A picture says 1,000 words
• More than just photography – Video – Illustration – Iconography – Atmospheric/Abstract – Data Visualization – Cinegif
• Consider the applications (optimize for your needs)
TOUCH POINTS
The points in which your customers experience your brand.
*Refer to your strategic plan for guidance
TOUCH POINTS
The points in which your customers experience your brand.
*Refer to your strategic plan for guidance
TOUCH POINTS
The points in which your customers experience your brand.
*Refer to your strategic plan for guidance
TOUCH POINTS
The points in which your customers experience your brand.
*Refer to your strategic plan for guidance
MICRO-INTERACTIONS
Individual moments that reward the user for an action.
The detailed digital elements that bring an interactive experience to life and breathe character into our digital properties.
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Scenario 1
Client: “What do you mean by brand?”
A) Happy Claude
B) Worried Claude
C) Frustrated Claude
D) Hopeless Claude
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Scenario 2
Client: “The colors on our website don’t match our brochure. Trust me we held them side by side.”
A) Hopeless Claude
B) Worried Claude
C) Happy Claude
D) Frustrated Claude
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Scenario 2
Client: “The colors on our website don’t match our brochure. Trust me we held them side by side.” D) Frustrated Claude
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Scenario 3
Client: “But our old designer Gary downloaded this font online 12 years ago…”
A) Frustrated Claude
B) Hopeless Claude
C) Happy Claude
D) Worried Claude
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Scenario 3
Client: “But our old designer Gary downloaded this font online 12 years ago…”
D) Worried Claude
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Scenario 4
Client: “Is there a way that we can rebrand without anyone noticing?”
A) Happy Claude
B) Hopeless Claude
C) Worried Claude
D) Frustrated Claude
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Scenario 4
Client: “Is there a way that we can rebrand without anyone noticing?”
B) Hopeless Claude