All posts tagged: Brand Identity

Digital Authenticity: Building the Ideal Brand Voice Through Web Design

Brand culture embodies the core value of what a company offers and what they stand behind – so it’s critical that the digital persona reflect this accurately. One of the most powerful branding tools to express this point of view is through web design. It’s these channels that drive us to connect with a brand – if we choose to engage, and ultimately make a conversion. Trust reigns supreme in the digital environment – and at the end of the day, it all depends on the users view of the brand. For web designers, content strategists and marketers, this presents a true challenge: How can we ensure an authentic user experience unless we are completely immersed in the brand being represented? What truly makes an organization stand out is when their brand is relatable. Once that style permeates into a company’s design process, it connects the brand to a unique…

7 months, 10 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, 2 months 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, 3 months 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, 4 months 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 year, 5 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, 6 months 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…

1 year, 7 months ago

5 Creative Branding Strategies That Use Non Traditional Content

One of the best ways to use brand your company is through the use of content. A great piece of content that is marketed effectively will help bring awareness to your brand while also building your credibility. While you can probably use standard articles in your branding efforts, non traditional content can often be a better alternative as content in the form of videos and images can really pick up momentum on social media and really help you get the word out there. Here are five types of non traditional content that you can use for your branding. Infographics Infographics are still one of the best ways to resonate with your target audience. This type of content is delivered in a punchy and visual manner which is incredibly effective in getting readers to pay attention to the content and actually consume it. Producing constant infographics can be a great branding…

2 years, 6 months ago

How Web Design Affects Marketing Initiatives

Are you planning on launching a marketing initiative soon? While you may have worked on all the aspects of the campaign from the audience targeting, copy, to the brand, but you may not have put enough work into the actual design. This is a common mistake that is made in many companies due to the desire to minimize spending on other aspects of a campaign that isn’t marketing. Design in marketing is important for several reasons as it impacts marketing in many ways. For example, web design can have a strong influence on conversions. Everything from improving user interface and user experience, by changing the layout, rearranging the action points, and presenting visuals in a unique way can produce small lifts in conversions. Sometimes, testing designs may only result in a small increase in conversions. But when you experiment with multiple elements and figure out what other elements improve conversions….

3 years, 14 days ago

Designing a Brand Around the Product

Many companies work on their brand as a strategy for marketing their products. However, many overlook the fact that it may just be as effective, if not more effective to work on the branding of their products. If you think about it, most of interaction you have with prospects revolve around the product. Consumers look at the logo, the packaging, the advertising, the reputation and of course brand promise. The reviews and the product design of the product before they buy. If that’s not a great opportunity to leave a lasting impression, what is? One of the great things about creating a brand around a product is that you have more liberty to experiment and be creative. There are a lot of restrictions to rebranding a company because being too creative or extreme can isolate an established group of customers and consumers. There is also an immense amount of equity…

3 years, 2 months ago