Crafting a Memorable Brand Look and Feel



Crafting a strong brand encompasses a memorable look and feel powered by thoughtful design and aesthetics, but what does this look like in reality? Here’s a closer look at the  “how” behind creating a brand that drives credibility and professionalism while building an emotional connection that resonates with your audience.


Understanding the Essence

The first and most important step in creating a compelling brand design starts with understanding your brand’s essence. Define who you are, what you stand for, and the emotions you wish to evoke in your audience. This foundation will serve as the emotional strategy, the heart, of your design decisions, ensuring that every visual element aligns harmoniously with your brand’s core identity.


Know Your Audience

A pivotal aspect of successful branding lies in creating a genuine connection with your audience. Dive deep into understanding your audience’s preferences, aesthetic inclinations, habits, and aspirations. This knowledge empowers you to curate a design that resonates with them, capturing their attention and cultivating a strong engagement.


Creating the Visual Language

When it comes to brand design, the elements you choose should support your foundation and help convey emotion to your audience.  Colors, typography, and imagery need to appeal to your audience, and their preferences, and most importantly resonate and be memorable to them. 



Beyond the logo, consistency in your brand elements helps make identifying you easy. It’s not just about a recognizable logo; it’s about a seamless visual experience across all touchpoints. Ensure that your color palette, typography, and design elements are consistent, reinforcing your brand’s identity and making it instantly recognizable.


Iteration and Refinement

Brand design is a dynamic and ever-evolving process. Regular evaluation is crucial to determine how your design supports your brand’s current and future goals. By iterating and refining your design choices, you ensure that your brand stays relevant, resonating with your audience as it grows and adapts.


Visual Storytelling

In brand design, imagery is an important storytelling tool. It has the capability to tap into the emotions of your audience, creating an unperceived connection. Use visuals that align with your brand’s narrative, enabling your audience to resonate with who you are and the story you are telling. Use it.


Gathering and Implementing Feedback

Though sometimes uncomfortable, seeking feedback from your audience is an enlightening step. These insights provide valuable guidance on whether your design aligns with your audience’s expectations and whether adjustments are needed. Feedback should serve as a litmus test, ensuring your brand design supports your aspirations and future goals. 

Crafting a brand design that truly captivates requires a blend of strategic and emotional thinking and creativity.  By understanding your brand’s essence, connecting with your audience, and creating and using consistent design elements, you can create a visual identity that shapes and transforms your brand for tomorrow ensuring future thriveability.

With Some Feeling Now Geometric 3 color illustration of a dart board and a heart at the center
Picture of Alysha Smith
Alysha Smith is the chief executive officer and creative director at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.