Brand Design

Brands will fully embrace the “joyconomy” to engage consumers.

During challenging times, there’s a heightened level of need for brands that build connection by making people feel confident and optimistic. Brands have an opportunity to tap into this mindset by communicating joyfulness and positivity in their communications, and fostering moments of entertainment, escapism, and play within social spaces and experiences.

The ongoing desire for shared experiences demands clear navigation, placemaking, and amenity strategies.

Venues are continuing to see an uptick in spaces that bring people together to create shared experiences. By providing communal spaces and experiences, brands can position themselves as good citizens and community members. This requires brand strategies at multiple scales — from thoughtful placemaking and wayfinding for a mixed-use district to branded amenities for a hotel or office lobby.

Brands that act on their social responsibility commitments will continue to win market share.

Successful brands recognize that profit and social responsibility are intertwined, backed by a growing consumer base that values responsible brands. Brands that take a stand and demonstrate their CSR commitments — through measured progress and action, supported by clear visual communication and compelling stories about equity, inclusivity, and sustainability — will differentiate themselves.