mary rauzi + kate matsudaira - responsive branding: making your brand interactive on the web -...
TRANSCRIPT
RESPONSIVE BRANDINGMaking your brand interactive on the web.
K A T E M A T S U D A I R A M A R Y R A U Z I
You have the power to engage or lose an
audience.
Where is your brand portrayed?
Where is your brand portrayed?
01
C O M P U T E R P H O N E TA B L E T S M A R T D E V I C E S
A DV E R T I S E M E N T S K I O S K S V I D E O S O C I A L M E D I A
is just the beginning.B L E N D I N G I N T E R A C T I O N A N D C R E A T I N G R I C H B R A N D E X P E R I E N C E S
Multi-channel branding
Controlled environment
No-man’s land
V S
02
Controlled environment
No-man’s land
V S
02
Controlled environment
Controlled environment
No-man’s land
V S
02
“No-man’s land”
Multi-platform design
Responsive design
—Logo evolution
“These days, people interact with Google products across many different
platforms, apps and devices…
Today we’re introducing a new logo and identity family that reflects this
reality and shows you when the Google magic is working for you, even on the
tiniest screens.”
– TA M A R Y E H O S H U A , V P, P R O D U C T M A N A G E M E N T
—Logo evolution
“Twitter is the bird, the bird is Twitter. There’s no longer a need for text, bubbled typefaces, or a
lowercase ‘t’ to represent Twitter.”
– C R E AT I V E D I R E C T O R D O U G B O W M A N
—Logo evolution
Why?
—Logo evolution
They know their audience.
9 0 % O F F A C E B O O K ’ S D A I L Y A C T I V E U S E R S A C C E S S I T V I A M O B I L E
—
The evolution of brands
The effect of responsive web design on brands
is undeniable.
THE PROCESS
Discover
01
Define
02
Design
03
Details
04
Deliver & Distribute
05
A DA P T E D F R O M “ B R A N D E D I N T E R A C T I O N S ” B Y M A R C O S P I E S
ExamplesL E T ’ S S E E I T I N A C T I O N
Audience
S U C C E S S
01
Brand
02
Goals
03
—3 pillars
Know your audience.P I L L A R N U M B E R 0 1
Keep your brand consistent.
P I L L A R N U M B E R 0 2
Achieve your goals.P I L L A R N U M B E R 0 3
S U C C E S S
01
02 03
—3 pillars
What does your target audience care about?
What is the benefit for the customers for achieving the goal?
What are you trying to do (awareness, signup, purchase, etc)?
What are your values/universal truths? .
What is your brand . personality? .
Audience
Brand Goals
What are their goals and desires?
Thank you.M A R Y R A U Z I / M A R Y @ U R B A N I N F L U E N C E .C O M
@pigeonwisdom | Slides: http://bit.ly/2eGtxzi
K AT E M AT S U DA I R A / K AT E @ U R B A N I N F L U E N C E .C O M