Creating a Digital-Centered Customer Experience

05.20.15

Branded Expression Systems

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Welcome

Ryan Schulz Director, Brand Planning

Nate Denton Managing Director, Creative Services @NateOneNorth

What We Have Covered So Far

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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

Creating a “Digital Upfront” Branded

Expression System

Things to Remember 3 important principles to follow when creating a “digital upfront” branded expression system

Authenticity Discovering the consistent truths

within an organization’s brand

Delivery The vessels and touch points an organization

uses to communicate its brand

Consistency Ensuring that your brand doesn’t deviate

throughout the delivery process

Authenticity Delivery

+ Consistency

Brand Clarity

Let’s Get Started!

Company?

Nomad Architects

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

Creating Nomad’s System

How We Got There…

Before We Start Building, Remember…

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.

The Design Foundation

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.

THE LOGO

THE LOGO

Logo Considerations

•  Remember to be authentic

•  Make it memorable

•  Design it to be scalable

•  Consider interactivity

THE COLOR PALETTE

THE COLOR PALETTE

Color Considerations

•  Remember to be authentic

•  Don’t distract

•  Don’t offend

•  Account for digital constraints

THE FONTS

THE FONTS

Font Considerations

•  Remember to be authentic

•  Allow for flexibility

•  Consider the applications

•  Make sure it’s web safe

THE IMAGERY

THE IMAGERY

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)

The Touch Points

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

The Details that Delight

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.

Putting It All Together

Dramatization

No gerbils were harmed during this webinar

Finished Products

Brand Quiz

CREATIVE DIRECTOR

CLAUDE

HAPPY CLAUDE

HAPPY CLAUDE WORRIED CLAUDE

HAPPY CLAUDE WORRIED CLAUDE

FRUSTRATED CLAUDE

HAPPY CLAUDE WORRIED CLAUDE

FRUSTRATED CLAUDE HOPELESS CLAUDE

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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 1

Client: “What do you mean by brand?”

A) Happy 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

Q&A