Where the magic happens.
When a theoretical brand strategy is to be turned into something real, that's when the fun really begins. Branding is where we find the perfect interplay of symbolism and content, of colors and shapes. And since the digital context is becoming more and more important (and tbh is often already the most important), we design brands that are convincing both online and offline. Output for digital branding is often a brand playbook, in which we define the specific creative rules for communicating the brand and corporate identity. However, our main work in branding is and remains corporate design - with all that comes with a brand set.
In the brand strategy, we determine in advance what personality we want to give the brand and what we want it to radiate. If there is no brand name yet, we develop naming suggestions until the perfect brand name is found. When creating the corporate identity, we then consider how we can make the brand feeling tangible. It is important to us that the corporate identity remains clear and meaningful, yet agile and flexible - in order to adapt to different touchpoints and target groups. Because a corporate identity that wants to survive in the digital world must be dynamic and remain as such.
We love it when fonts, colors and shapes create a coherent corporate design. Only then does a brand truly become a brand. That's why we try a lot of things in the design process to find the perfect combination of all brand elements in the end. Depending on the industry and digital context in which a brand wants to operate, we create a unique logo, a striking signet or a meaningful wordmark. When selecting fonts, we are very selective; after all, corporate fonts must work digitally and at the same time reflect the character of the brand (even though we know that many only perceive the effect of type subjectively ;-)). What is again quite obvious in its effect on people are the colors. That is why, of course, the choice of corporate colors is essential for the CD. With the color effect we can communicate the desired brand feeling specifically.
Once CI and CD have been created, we often complement the communication design with other branded elements. This is important when it is clear that a brand wants to communicate a lot and in a variety of ways. With a digital design system, we ensure that there are flexible options for communication, whether it's social media posts, newsletters or promotional materials. Just in a way that doesn't get boring - but that a brand still remains recognizable. To do this, we define aesthetic imagery, create reusable assets and also lively animations. We often collaborate with external motion designers for this purpose. With these creative elements, which can find their place in a digital brand hub, we top off the branding - and provide a lot of flexibility in the operative communication.
The evolution of a brand often goes hand in hand with the development of a product and thus - if there is a digital focus - with the design of user interface, user experience and, above all, customer experience. Branding has the power to appeal to the very people you want to attract to a brand. This power should be used to build loyalty and a long-term relationship with customers.