Designing for brand experience. In conversation with Yaser Hassan, Design Director at Moving Brands.

Things to notice, understand and consider…

What is a ‘brand experience’?
Experiences can align across touchpoints with the user at the centre. Think about all of the different touchpoints a brand communicates via.

Danger of too many touchpoints.
Today’s media landscape can mean an overly complex set of experiences related to an individual brand. In this landscape, brand communication can misalign and confuse. Messages can become inconsistent. Brands need to maintain coherence.

Importance of Systems.
MB create systems, through simple building blocks. These systems point back to brand behaviours. Contemporary brands balance how they look, speak and ACT.

Agreed upon source of truth.
MB establish an ‘agreed upon source of truth’ through the immersion phase. Think about what might be involved in this ‘immersion’ process?

Integration of strategy and creative
MB integrates creatives into the project management team. This team is built around three pillars: strategy, production and creative. Why do you feel they do this?

The importance of design goes beyond outcomes.
Design enables an organisation to get behind a collective message. Think about what the benefits of this are for a business.

Questions to answer / things to follow up…
Can you identify the different opportunities that technology has enabled for brand related experiences? What are the new touchpoints? How are they different from those that preceded them? What mechanisms do you think MB use to tie these experiences into a brand proposition?

Share your thoughts in the comments…