Harmony: The Design Story
October 11, 2023
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Everything starts with identity- this expression is the sum of all our minds and gifts at a small studio. We approach design through narratives of identity to craft timeless ethos that transcends industry touchpoints. With our unique technique, it's not business as usual when we finally get to pushing pixels. Our output triggers affinity in the hearts and minds of people, and our partners are crystal on "who they really are," setting them up for success in today's hyperconnected world.
Now, several digital channels are vying for the attention of users- websites, mobile apps, social media, Alternate Reality, and beyond. The opportunities are enormous, but the challenges are immense to find fluency and authenticity regardless of channel- it is why we do all the work that allows the introspection that delivers a straightforward narrative.
To succeed and find resonance today, there needs to be harmony between design and the stories the brand shares. The visual identity, copywriting, illustration, micro-interactions, product interfaces, and messaging have to feel like one and the same, and this is only possible when identity is established early-on. We emphasize this by making sure our partners go through our Identity Architecture Workshop from the jump.
We will continue diving even deeper into our Identity Architecture framework at every chance we get. Today, we will focus on some resources/tools we interact with daily and highlight moments where they have shown harmony between design and storytelling and how that influenced resonance.
Mailchimp says they always pair their logo with Freddie(the mascot), which always has a wink to demonstrate its great attitude towards everything. Freddie is a playful representation of the brand, and their copywriting is often conversational and cheeky. The brand comes across as an approachable human, which invites people into a community of business minds that have empathy while also having fun. It totally flips the narrative on the often dry world of email marketing.
Spotify is essential to our lifeform and conversation at a small studio. Its existence is why the Gen-Zs never stop teasing the millennials. But think about it: the visual brand assets are incredible, and the playlist personalization experience is intuitive and immersive. It embodies a visual language that radiates culture and the importance of music for survival. A delicate balance that makes it seem like music is on Maslow's hierarchy of needs.
Slack is where 99.9% of our communication happens. And it feels like home, making work simple, fun, collaborative, and productive. The interactions are beautiful, the illustrations delightful, the language inclusive, and the intentionally animated confetti are goals. Everything that makes it work, are no mistakes; they result from carefully thought-through design decisions to match a narrative.
The smallest details matter greatly, whether transitions, corner radius, colors or microcopy; we sweat them all. We set out daily to create harmony, to align design with narratives that can last a lifetime.
One thing is for sure: the specifics of every brand differ across channels, so we will always anchor the experiences with a unified story and fluid design narrative. We stay coherent to resonate emotionally and separate our partners from the clutter. With our meticulous harmonization of design and storytelling for our partners, we create deeper customer connections and ensure longevity.
