As a consumer yourself, you know the power of packaging to make you connect with a product. It’s undeniable. Whether it’s a certain color that totally pops off the shelf, a shiny element of text that draws you in, or a unique bottle shape that you have to feel in your own hands, strategic design goes deeper than just looking good. 

AStrategic design fuses artistic sensibility with marketing analytics, helping bring your brand’s story and message to life in a visual way. And while looking good is part of strategic design, we always want to make sure your brand’s design is working hard to make stronger, more loyal connections at every touchpoint.

Strategic Design Represents Your ValuesIf you’ve gone through the groundwork of creating a strong foundation for your brand, we want to make sure it shines through at every step of your customer’s journey. Say you put a lot of time, effort, and potentially money, into ensuring your brand is as sustainable as possible, we want to make sure the way your brand comes to life visually is a representation of that value. 

Maybe it’s through fluid, organic-feeling componentry or natural materials, or even a more neutral color palette—there are endless visual cues we can establish to let your customer understand your brand’s values, almost instantly.

Strategic Design Resonates with Your CustomerThe same product can come to life visually in virtually endless ways. Consider an iconic legacy beauty brand, like Olay. In business since the 1950s, Olay has historically used a logo that features a woman washing her face. But in more recent iterations, the brand has moved away from the logo toward a simple wordmark that capitalizes on their brand equity, while opening up their audience to new generations.

AWe know there are certain elements of branding, like colors and typefaces, that are designed to spark connection with different generations. And while it may seem like a no-brainer to lean into bold, bright Gen Z aesthetics, it’s important to consider who your product is for. Like with Olay, they kept true to some signature elements of their branding, like the color palette and font, while moving away from pieces of the brand, like the illustration of the woman, that might have felt geared toward a strictly older audience.

Strategic Design Considers the Marketplace As we mentioned above, it may seem like an obvious choice to create a design scheme for your brand that is undeniably on-trend and feels just right for right now. While our design experts are always up-to-date on current market trends, it’s important to look at what the trends are and how they’re already coming to life. How many millennial pink body washes are really necessary on one shelf? And, is that really the best pathway to helping your brand stand out?

With a holistic and strategic approach, you can take what works from the trends and apply them in ways that make your brand and products unique. For example, if you really love the idea of using millennial pink, we can find secondary elements to introduce to create a visual brand identity that is more unique and completely ownable for your brand—rather than another option in a sea of sameness.

Strategic Design Feels RightWhile there is a lot of research that goes into strategic design, there’s no denying that design is an emotional exercise. It shouldn’t feel rigid or scientific—or worst of all, AI-generated. Instead, it should feel human and connective, and bring up something in you that feels right. Because strategic design is all about creating a persona for your brand that resonates, and that starts with you.

Strategic Design Maximizes EfficiencyWhen working with the right partner for your brand, strategic design is a comprehensive brand experience exercise that also takes into account your project scale, budget, and timeline to maximize the entire process. By working with a partner that can handle every aspect of the project, from strategic design all the way through manufacturing and distribution, you can holistically consider the cost to execute your strategic design, as well as how it will come to life tangibly—without all the endless back and forth and revisions (and often, dulling down of your concept!) that comes with working with many different partners throughout the process.

Whether you have a brand established already, or are just starting out, strategic design is an essential part of making your brand relevant in today’s marketplace. Our team of marketing and design experts have decades of combined experience to help refresh or create a visual identity that stands out strategically. Reach out today to get started.