All posts in: Brand Strategy

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…

30 days ago

Merging Marketing, Design and Sales Efforts Into An Aligning Digital Strategy

Today, standard business operations increasingly exist primarily on digital platforms, challenging users’ relationships and interactions with an organization. Vital to a successful business, these channels must be recognized, developed and thoughtfully implemented. Acting as the fundamental delivery method of determining this engagement, the use of a digital strategy is essential for any organization. With the goal of brand awareness, increased outreach and market share gain, business owners make investments in these critical pursuits without having core strategies in place and even more worrisome – jumping into resource draining marketing plans that simply don’t align with their business goals or brand messaging. Often marketing, design and sales departments operate in linear motion with only a few essential cross functional touch-points along the way. This results in duplicate activities, watered down results and a disjointed overall experience. So how can these efforts merge – allowing a digital strategy to align with business…

1 month, 19 days 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…

2 months, 11 days 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…

2 months, 17 days ago

Elements to Look For When Deciding On an Outside Team for Marketing Collaboration

From startup to enterprise, there are a myriad of challenges in hiring the right creative team for any given project. Finding the right group of individuals to handle a product launch, event campaign or website design can be a daunting task, even holding the health of the business in the balance, so choosing the right agency to partner with is vital to a positive outcome. Even if conducted solely in-house with internal teams who have an intimate understanding of the brand at hand, each branding initiative is a coordinated effort of stakeholders, accountability, idea generation and – let’s face it, ultimately –  a juggling act. Even with the right internal resources, it can be a benefit for companies and brands to obtain an outside perspective from both creative and logistical standpoints. Individuals who can objectively look at assets and then engage with the material are able to design pathways and…

3 months, 4 days ago

Getting to Know Your Conversion Goals

Whether coming to our agency for a site refresh, rebrand or identity development – all of our clients have one thing in common: they want to make their business better. But what does that mean? Working back to establish goals and how these goals can be met is essential to determining what the conversion points will be on a digital product being designed. Is the goal increased revenue, customer satisfaction or greater market share? Setting these clear objectives when strategizing design is the ideal way to directly correlate these actions to business results. Working in close collaboration with marketing teams and brand managers, there is no shortage of business acumen. Through an immersive discovery phase, business goals are translated into actionable digital strategies. If the conversion goal is lead generation, for example, we can better support this initiative by raising awareness of the brand at large through content and visuals. What is…

3 months, 28 days ago

6 Ways to Improve User Experience Through Content Strategy

Designers, marketers and business owners have a great deal to gain (and learn) from content strategy. A single sentence of copy can easily be ignored with a user scrolling right past, but if called out with the right mix of design and content implementations – it can be the key to conversion. Whether digital media or print assets, beginning a design process with content strategy is a way to ensure that the brand will be shown in the most authentic and intuitive manner. When a design and content team work in tandem to create the framework for graphics and content, the user experience will be fully optimized. Content strategy can take many forms, and a team may not even know they are tapping into its benefits – here are a few ways to take advantage of better user experience through content strategy methodologies. Asset Assessment In the beginning stages of content strategy, it’s…

7 months, 10 days ago

ArtVersion Interactive, Chicago Based Creative Agency accepted into Forbes Agency Council

We are proud to announce that our creative agency has been accepted into the Forbes Agency Council, an invitation-only community for agencies and agency professionals from many public relations, media strategy, creative and advertising agencies. ArtVersion Chicago, joins other Forbes Agency Council members, who are hand-selected, to become part of a curated network of successful peers and get access to a variety of exclusive resources, including the opportunity to publish and distribute articles and short tips on industry-related topics on Forbes.com website. We are extremely honored for this invitation to contribute with our own views, opinions, trends we are noticing and share the knowledge and experience with Forbes readers. We are looking forward for this network sharing opportunity and we already developed editorial calendar of interesting subjects and topics we’ll be sharing. The reach to over 50 million international readers and Forbes core audience will allow us to get the…

10 months ago

Delivering a Cohesive Event Marketing Campaign Experience

Whether a trade show, conference or annual meeting – hosting or participating in events are a large part of a company’s budget for the year. Regardless of it’s size or stature, some form of event collateral must be distributed to help gain exposure and deliver a return on the investment of the event itself. From attendance building pre-event awareness to post-event follow up and lead generation follow up – event collateral, both print and digital – is critical to getting the word out and making necessary connections. Taking a strategic approach to event marketing collateral will allow for the most consistent end result. Each event has it’s own purpose, even seasonality – so a one size fits all approach will not suffice. Designing a cohesive event marketing campaign around the organization’s goals for the event will help to drive an actionable marketing strategy to drive event activities and aesthetic. Collateral…

1 year, 30 days ago

Simplicity and Storytelling in Packaging Design

It’s no secret that storytelling has become an important marketing method to reach an audience in the most authentic way possible. Telling the brand story is critical to all aspects of a brand’s identity, including packaging design. Through contextual and visual storytelling in package design – a person can more easily make a connection with the product, building a higher level of trust and the possibility of becoming a long term brand advocate. Expressing a clear point of view and telling the product in a story in a simplistic manner are essential elements in building a brand that people can follow. Providing this consistent experience across platforms – from digital to print – in the most concise and user-friendly language has proven the best implementation for conversion. Because consumers have to make relatively quick decisions at the point of sale, taking a simplicity approach to packaging design allows the brand…

1 year, 1 month ago