Digital brand experts.
We create experiences with impact by elevating brands online.
An elevated digital brand identity will go beyond the standards expected of print. It unleashes a brand's online potential, creating better engagement, greater trust and an undisputed integrity that strengthens brand loyalty and online conversions.
Why is digital brand identity important?
A website is equivalent to a shop window and must strongly convey a brand’s identity. A logomark alone isn’t enough.
It’s not only about perception; it’s how a brand makes consumers feel and their emotive connection to the visual identity. How a website looks and how a user interacts with it can make or break a brand online. It’s time to connect your brand to people.
How do you elevate brands online?
Elevating a brand online is taking its guidelines and expanding them for the digital space with purposeful consideration, such as responsive logomarks, accessible colour palettes and typography, evolving brand elements or adding motion.
It means different things for different brands, but will elevate a brand digitally, strengthen its equity, boost recognition and promote loyalty with audiences
Don't just tell me. Show me.
Logomark
A brand’s logomark is its cornerstone and most memorable element. However, logomarks aren’t always designed for the digital space.
Sometimes, logomarks must be adapted to work responsively across different devices and screen sizes. This makes the logo more accessible, mobile-friendly, and often modernises without feeling too far removed.
When scaled down for a mobile screen, a very intricate logo will lose its detail and, with that, its recognition. This can lead to doubt from your audience over whether they are on the right website. Creating a digital logo that boosts clarity and credibility is integral to your brand equity.
Colour Palette
Colour contrast provides depth and pace in design, but more importantly, it makes reading text on screen easier and accessible to all.
Brand guidelines need a range of colours to offer flexibility when used digitally. Colours which are great for print don’t often pass accessibility for online use.
Our experts make small adjustments to existing colour values, extending colour palettes for digital use to stand out online and pass accessibility (AAA) and web standard rules. Readability should never be overlooked where colour is involved. Just because a colour combination is accessible does not always mean a pleasant reading experience.
Typography
Typography can make or break a website if a user isn’t willing to read content because the font isn’t legible or is off-putting.
Font choices have to work alongside a brand’s visual identity, its personality and how a brand wants to be perceived. It must be accessible in weight and colour and fit with the overall brand look and feel, especially in areas such as a website hero, where a font choice is typically beside the logo.
Brand typography is often selected with print in mind for packaging, large adverts or banners. For websites, long-form reading (news articles, for example) requires a more screen-friendly font family. While serifs are popular on printed material, it is actually proven that sans-serifs are easier to read on screen.
Brand Elements
It’s often the case that brands aren’t designed with supporting elements to amplify awareness and make them instantly recognisable across channels.
We take a brand further than its logomark, finding elements within it, with shapes and patterns, to reinvigorate a brand and give it more depth online. Brand elements are subtle but powerful ways to create instantly recognisable brands, with and away from a logo.
They empower marketers and in-house design teams with the flexibility to create even more engaging assets that will transform and set businesses apart from the competition.
Illustration
Bespoke illustrations are used in different ways to elevate brands in the digital space. They bring ideas to life, add expression or simplify more complex processes.
It adds a uniqueness to a brand, draws on its personality and explains, informs and educates where photography often cannot. It engages audiences and captures their attention by visually telling stories and creating connections whilst encouraging consumer imagination.
What’s more, illustrations are more often vector formats, which are lightweight compared to imagery or video. Lighter files mean a faster-performing webpage that is better for SEO and your website's CO₂ emissions.
Iconography
Customised iconography is an easy visual cue to help consumers recognise concepts, remember key messages, and communicate services, solutions, or products more simply.
Iconography evokes emotion and demonstrates brand personality. It presents a high level of care for a brand and crafts an experience that truly resonates with its audience in a meaningful and engaging way to understand an offering better.
A well-considered digital icon set can improve the user experience of your web pages by making content more scannable and setting expectations of what action comes next.
Motion
Motion invigorates brands with dynamic logos, moving illustrations or 3D elements, which step away from solely static experiences. It challenges the status quo.
Movement can make websites more experiential and offer a unique, memorable experience. It adds flair, demonstrates brand authority and can provide more intuitive ways to explain brand propositions or solutions.
Creativity with digital goes beyond convention, and motion is a competitive edge. This is something printed material simply can’t do. Your website is the perfect place to explore this. We amplify and evolve motion through videos and idents you may already have or create new animations that showcase a fully cohesive moving identity.
Your brand doesn’t need to stand still.
SEO
SEO plays its own part in elevating brands online by improving visibility in search and growing brand awareness before a consumer even clicks.
Whilst not typically part of brand, SEO supports digital brand building, from how a result looks in SERPs to the strategic placement of keywords and compelling descriptions, influencing consumers to choose one result over another.
We design and build with SEO in mind, growing your business and brand’s relevance, awareness and trust in search, for that sought-after holy grail: organic traffic which converts.
Websites as unique as your brand.
