Innovative designs for corporate branding are the new do, as effective creative design enhances customer engagement and action. They are especially popular for innovative businesses offering digital services and products such as digital publishing and B2B platforms, creative or digital companies, and brands in the Tech industry.
Medium, the online publishing platform, is one of the main brands in the publishing industry that allows authors, influencers, entrepreneurs, and more to create and read various contents for free or for a membership fee. The brand holds great aesthetic design for its visuals with a mix of references to the brand offer and overall industry. Visuals are aligned with the brand while highlighting the actions they purposefully illustrate. This, while preserving a constant balance between static images and moving animated pictures.
Another brand that excels with its visual identity is Headspace, the digital health company that provides guided meditation and mindfulness training. They created a distinctive imagery to illustrate what the brand is about, to educate customers about their practices, and how to use their product.
Why does it work?
Both brands hold great visual aesthetic that not only showcases their services but also encourages actions from customers and audiences. Indeed, the brand visuals remain aligned with the brand identity while highlighting the actions they purposefully illustrate for customers to achieve during their customer journey. Both brands also achieve a great balance between static and animated images. Finally, by encompassing such assets, brands not only remain consistent with their ethos they also bring added-value through purposeful branding.