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branding


Is It Possible to Ever Truly Be Brandless?

Is It Possible to Ever Truly Be Brandless?

There’s No Brand Like No Brand at All At its heart, branding is about clarity. When we do our job right, we deliver clarity of purpose, message, and design. In this space, minimalism is something that is hard earned. The paradox is that it takes decades of tireless work to reach a stage in which your brand is so ubiquitous, it’s nearly invisible. Brands like Nike, Mastercard, McDonald’s, Starbucks, and Shell all utilize wordless logos, the end result of a process that’s sometimes called “debranding” or “decorporatizing.” The benefits of reaching this iconic tier are innumerable:...
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What Does the Agency of the Future Look Like?

What Does the Agency of the Future Look Like?

Last week, Emotive Brand celebrated its ten-year anniversary. Naturally, the milestone has led all of us here to reflect on the last decade and ask what it will take to continue to be successful moving forward. Today, Founding Partner and Chief Strategy Officer Tracy Lloyd and Creative Director Thomas Hutchings tackle that very question. What does the agency of the future look like? How does it behave? And how do we continue to push the envelope of what’s possible? How have you seen the agency space shift over time? Thomas Hutchings: Gone are the days of real arrogance, where an agency could...
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The Key Difference Between Graphic Design and Branding


The Key Difference Between Graphic Design and Branding


Graphic Design vs. Branding Brand is a dirty word. It’s misunderstood and misused by people in and out of the industry. Some people think it means a new logo. Others, an advertisement. And as a company that has “Brand” in its very name, we spend a fair amount of time educating exactly what this word means. Today, we dive into a key distinction: the difference between graphic design and branding. That may seem basic, but you’d be surprised by how many projects are stymied by this lack of clarification. Understanding this distinction is a crucial first step in creating a visual identity that...
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Generation Z: A New Generation With New Challenges for Brands

Generation Z: A New Generation With New Challenges for Brands

Gen Z, Already? For the past several years the spotlight has been on one generation: yes, millennials – the most studied and arguably the most sought after (or talked about) generation by brands and businesses to date. We, for one, have discussed: what brands they love, where they put their money, where they put their loyalty, why where they work matters, if all the “millennial advertising” hype is even worth it… Now, it seems the focus is shifting. The internet, advertisers, and marketers today are starting to pay a little more attention to those millennials’ younger siblings:...
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