Thoughts on Brand
Brand is never simply a logo. It’s a complex gestalt, dispersed via multiple channels and reinforced with every message sent out into the universe. In the digital age, identity = brand and brand = theater. To maintain and protect brand, there are stage rules, however the rules must be flexible so the brand can be fluid and open to both variation and evolution.-Lora
Multi-Channel
It’s imperative that branding be thoughtfully translated for each user experience and channel, including the main website, product landing pages, and all social media, not to mention various devices and printed materials.
Design decisions need not be identical for each channel, but there must be a strong tie to the parent identity’s look-and-feel while maintaining a measure of flexibility for multi-channel applications.
The image below is a montage of various graphics created for internal and external events for a healthcare consulting company. For live events, marketing materials take many forms, including email banners, signage, handouts, video demos and booth display. All materials are a collaborative effort with writers, designers and marketing team members.
As Design Director, it was my responsibility to provide creative direction and ensure continuity of the brand across all media.
Skills: creative direction, strategic planning, vendor procurement & management
Brand Family
Below is a publication design for the same company. While not directly associated with events, publications are distributed to members and event attendees, so they must relate visually to each other, without needing to be identical. Every touch point with clients, prospective clients and employees should reinforce the brand.
Ideally, employees should experience the brand internally at a similar level of consistency and care afforded to clients since employees are ambassadors of the brand.-Lora