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CREATIVE PERSPECTIVE: BRANDING CONCEPT, STRATEGY & DESIGN

There are many parts of branding from strategy, positioning, culture, to the brand statement. However, design is obviously the most recognizable aspect of branding. Design and branding are inseparable but businesses often confuse the relationship between the two. The award winning design team at ArtVersion is no stranger to tackling branding efforts including brand launches and brand refreshes. Working with a global set of clients has taught the collaborative group many lessons on how to best approach branding to turn out the best brands possible. “Clients will approach us with a project – a new website, white paper or  – and give us initial direction that isn’t in alignment with their existing branding. It’s here that the ‘aha’ moment happens and they realize their branding is stuck and needs to be reworked to align with new standards and their own growth strategies.” Erin Lentz, ArtVersion director of design Here are the…

1 month, 5 days ago

Cultivating Innovation: Viewing Constraints As Opportunity

With business growth as the goal of most brand strategies, innovation has become a necessary aspect of making market impact. Within the creative industry, stakeholders are faced with a daily challenge – given a set of guidelines to create the next big thing. To some, this process can be seen as daunting, cumbersome and even stifling with no creative outlet. But the reality is that creativity can actually flourish under pressure. When it comes to design, campaigns and brand initiatives – constraints may actually enable true innovation. Without this material direction – the process can continue without resolution, and therefore continues to loop. Giving form to the process ensures that the ideas and material that make it to the top can be realized, turning into projects that can authentically support the brand. Creative Positioning Once constraints are viewed as opportunities, there arises a positive tension that can be seen as an…

8 months, 25 days ago

ArtVersion Presented With Nine Top Honors from Vega Awards

Celebrating the best in digital media excellence, each year, Vega Digital Awards recognizes and honors the outstanding performance, talent and effort of the best digital and creative professionals, web developers, web designers and web agencies around the world. Alongside the best ad agencies, public relations firms, interactive agencies, web designers – ArtVersion is pleased to have been awarded a record 9 honors for 2017, including four prestigious Canopus (1st Place) Awards and five Centauri (2nd Place) Awards. Members of the 2017 Vega Awards Jury is composed of a group of prestigious and highly respected individuals handpicked from the digital and creative industry around the world. Among the projects honored, ArtVersion was recognized across multiple areas of expertise inlcuding design and strategic concentration inclusive of three website designs: Cristaux, Tiara, and JetRails. Cristaux Tiara Salon JetRails 2017 ArtVersion Vega Awards Summary Canopus (1st Place) – W17007 Beauty and Cosmetics – Tiara…

1 year, 20 days ago

Brand Centered Marketing: How The Right Imagery Affects Strategy

In marketing and advertising, whether print or digital, no element is arguably more essential than imagery. With roughly 80 percent of consumers more likely to read a piece of content that contains colorful, relevant visuals – an integrated and aligning image strategy is a highly effective method for increasing market share. If a brand is not effectively using imagery as a part of an overall marketing strategy – they are missing out on revenues and valuable conversion opportunities. Marketing strategy encompasses a wide range of activities, but they all work together to produce brand image. The presence of a positive brand image is critical to the longevity of a business, and imagery is a powerful tool in forging this connection with the consumer and overall industry performance. Brand-centric and customized imagery – including illustrations, custom photography and carefully curated stock photography can boost a brand’s position and recognition in the…

1 year, 28 days ago

Brand Experience is All-Inclusive

It’s easy to get immersed in the digital aspect of a brand experience with measurable ROI and supporting interactive elements, but creating a total brand experience goes far beyond virtual. Successful brand strategy and campaign development encompass touchpoints that expand to all aspects of a user’s relationship with a company or brand. From the first point of contact to conversion all the way to customer retention strategies – brands must leverage all platforms possible to guide the experience to sustain a lasting relationship. Since attending PRINT 17 earlier this month, the ArtVersion team has been reflecting on the strength of graphic communications when paired with great design. Discussing industry-ranging innovation, education, and methodologies – the team was given an up-close look at the latest technologies and trends for pathway implementation. With the power to forge connections and change the face of business, marketers, and designers must utilize these tools to…

1 year, 1 month ago

Right Now: Five Packaging Trends Driving Brand Growth

Packaging design trends provide us with direct insight into what consumers feel, what problems they need to solve and what is coming next. Today, it’s all about connection, understanding and engagement. Designers are tasked with uncovering, realizing and articulating what is important to a consumer and to direct that experience. Through story, shape and structure, designers and brands can deliver the experience to make invaluable connections that last a lifetime. Brand Basic Gone are the days of generic or in house brands being a bad thing. House labels from brands like Amazon, Whole Foods, Target and Trader Joes – even luxury brands are emerging to focus on simplicity and clarity. A departure from the often headache inducing ‘world of choice’ that permeates store shelves, basic brands are the ‘unchoice’ making purchasing a straightforward affair. Heritage Nothing quite strikes a chord with consumers than a brand who has been around the block a time…

1 year, 2 months ago

A Plan To Innovate: How Companies Can Benefit From Visual Branding

Breaking into any given market is a bit like being blindfolded. You know you have a great product or service, but unless the positioning is right, the strategy has a fifty percent chance of failure. The right positioning consists of a series of elements including design, which arguably has the power to make or break the whole implementation. Design is much more than just a visual representation of a product, brand or service. Brand design or visual branding, when done right, approaches all aspects of a business – from its digital persona, user set, goals, packaging, and the list goes on. This is where the difference between ‘designing for a brand’ and just ‘designing’ comes into focus. Simply designing something creates a distance from the design to the brand, ‘designing for a brand’ engages the designer and involves collaboration with founders, marketing teams, and brand or project stakeholders. There are…

1 year, 4 months ago

Making an Impact with Package Design In The Digital Environment

Today more than ever, packaging design matters to the customer experience. It can be an invisible element, seamless to the product’s function, or serve as an extension of the product itself. Packaging trends can be relative to the industry and product, while elements of packaging like material and appearance are reflective of cultural and user sets. Interaction with packaging has the power to connect customers to a brand for life, so it’s essential that the design and format be eye-catching, efficient to produce and reflective of the brand it represents. In addition to the constant competition on the shelves, brands have a new challenge to face – the digital consumer. Ensuring focus on specific elements will help to deliver a thoughtful and authentic experience. Storytelling While it may seem counterintuitive, online experiences have given rise to a more immersive experience than that of a face to face interaction with a…

1 year, 4 months ago

Life Cycle of the Web Design Process: A Unified Perspective

Achieving an optimal website design requires a strategy that aligns with the goals of the business it represents. When approaching web design, many jump right to the ‘design‘ portion. Thoughts of imagery, interactivity, and dynamic visuals come to mind. To attain the ideal UX, before entering this exciting design phase, the strategy and wireframing process should take place, with web designers taking a first step in projects through a layout strategy to suit the needs of the client and user. When discussing a site design, many think that a website is a one size fits all approach, and if not guided correctly, end up with an informational site that ends up having to be redesigned as soon as company needs change. Whether designer, developer, project stakeholder or client, it’s important to understand the technical aspects such as layout, wireframes, code, and content strategy and management. Understanding the process being entered…

1 year, 5 months ago