Online-Specific Visual Language Strengthens Brand

We often encounter brands that even if they might have a strong offline visual brand language their online visual language has often been designed with a mix of offline visuals and a series of elements created over time based on immediate communication needs rather than the larger strategic picture and use of new technologies without an overarching strategy.

In addition, we find campaign and product specific microsites have been developed without online brand guidelines and later incorporated into a site architecture that has evolved without a customer centric user experience (UX) design. That is why many companies come to us—to realign their online brand, visual language, UX design, and business strategy to create a cohesive brand presence online.

To create an online visual brand language you go through a strategic design process that differs from the creation of an offline brand language and the team you need is different as well. Both teams need talented designers, art and creative directors, but an online visual language team needs UX design (user experience), engineering, search expert, analytics and tracking expert, and an online strategist.

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