Branding is often discussed through a lens of graphic design, but brand identity design is intertwined with an understanding of user experience: a brand identity is a tool that practitioners use when designing a range of experiences, from marketing materials to products and services.
Identity designers need to understand a range of users—end users, business stakeholders, and design practitioners—and a range of contexts where people might experience the brand. How do you make it easier for designers to do their jobs well? Can the system encourage accessible design? How do you balance consistency with the need to adapt to as-yet-undetermined contexts and uses?
And underneath this is a broader question. As the scope of design becomes more complex and disciplines increasingly overlap, how do you decide what skills and practices to bring to bear on a given problem, and how do you adapt to new contexts?
Daniel Soltis explains how attitudes, skills, and practices from UX design can inform brand design and, more generally, what it looks like to take lessons from one discipline and apply them to a new context.
Daniel Soltis is UX director at Moving Brands. Daniel is a NYC-based designer and creative technologist interested in cross-platform design, the IoT, and, more recently, the intersections of design and business needs.
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