Combine through design unifying a brand’s online and offline worlds

Abstract

This dissertation attempts to combine the online and offline worlds of a brand into one seamless system, tall through its visual identity. This greater consistency could hopefully improve sales through using the same visual identity as the basis for the brand’s buying strategy. Focusing on the paper sector, a fictitious brand called ‘FOLD’ was created to explore the limits of this concept. An entire visual identity was created, using the main elements of the identity across the entire brand’s online and offline resources. The golden ratio was used to tie together the website and retail store more concretely whilst designing the two side by side, to ensure a high consistency. This dissertation serves as a proof of concept for brands seeking to better combine their online and offline resources seamlessly in the eyes of the customer, helping to improve brand loyalty, customer satisfaction and customer relations pre and post purchase. The high levels of consistency improve the synergy between the different parts of the brand and the customer’s relationship with the brand, allowing both to grow together.