B a c k   T o   T h o u g h t s



Industries are beginning to utilize the power of good design, and it's become a central part of the business environment in the modern world.

According to Adobe, companies with a robust design strategy outperform companies with a weak design strategy by 219% over the course of 10 years. Design and design-related skills are now at the forefront of the workplace revolution, which is fortunate. After all, design can be both a resource for, and a form of, ongoing innovation. It adapts to meet demand and user needs, but also generates and delivers ideas that push boundaries. Forward-thinking businesses will combine user insight and data to innovate in ways that are novel or radical, and that change perceptions and behavior, rather than simply accommodating them.


1. A Human Approach

Designing for Trust

After a period where Fake News, Cambridge Analytics, #MeToo, and GDPR dominated headlines, transparency and authenticity have become requirements for any brand and its users. This is where good design shines. Today, excellent design is a critical ingredient in business success. In 2016, 48% of people surveyed by Tyton Media said that a business's website design was the top factor in determining the credibility of that business. Not only is good web design directly tied to success, but it’s also linked to trust.

Telemedicine startup - Hers, uses images that were shot on film to portray a grainier, more realistic representation of women
Telemedicine startup - Hers, uses images that were shot on film to portray a grainier, more realistic representation of women
The Territory website uses prominent photos of their products on their homepage so visitors can easily identify what their company is selling.
The Territory website uses prominent photos of their products on their homepage so visitors can easily identify what their company is selling.
WeWork displays it's coworking and office spaces with real people rather than showing only interior shots
WeWork displays it's coworking and office spaces with real people rather than showing only interior shots
Muzli - A chrome extension by Invision provides users with expertly curated content spanning from not only design inspiration, but also current news around the globe.
Muzli - A chrome extension by Invision provides users with expertly curated content spanning from not only design inspiration, but also current news around the globe.


  • Using more authentic imagery. Did you know that the human brain processes visuals 60,000x faster than text? This means that people are going to pick up on an image's authenticity, or inauthenticity, immediately. Because of this, sharing only the most authentic images your company is capable of creates trust, and drives a human connection between you and your users. If you want to be more effective with your original photography, a creative agency can help enhance and edit photos that add the right mood and personality to your brand's imagery. Today, customers like to do business with people more than they do faceless entities. because of this, adding a personal touch to your company's website can go a long way toward building trust. People are more likely to trust what your brand has to say when you are willing to show the faces behind the company.

    Not sure where to turn for custom photography service? Our creative agency offers beautiful, authentic custom photography to help set your site apart from the rest. Check out our web design portfolio here.

  • Providing proof via testimonials. Visitors want to see who has done business with your company. Reviews on social media and external sites show that your brand is being recommended and are held accountable to your customers. Right now, 84% of customers trust online testimonials as much as a personal recommendation from a friend. To make the most of your company's positive testimonials, be sure to integrate them on your website. When your customers see you welcome your users' opinions, and that people are happy with your company's products, goods, and services, they're more likely to shop with you.
  • Staying Current. Users appreciate sites that contain a large amount of relevant and up-to-date content because it shows that the organization is well-informed and committed to helping its customers with the latest in the industry. It’s important that you are talking about the “now” because that is the world that your company's end user is living in.



Empathy Supersedes Creativity

Google's material color tool helps designers to choose the right color for his interface and check legibility to use it with black/white/custom text.
Google's material color tool helps designers to choose the right color for his interface and check legibility to use it with black/white/custom text.
The Hemingway App considers advanced readability concerns by highlighting sentences that are hard to read due to clauses or complicated grammar and punctuation.
The Hemingway App considers advanced readability concerns by highlighting sentences that are hard to read due to clauses or complicated grammar and punctuation.
MOMA’s site gives users the ability to change the default and high-contrast text by clicking a link in the footer
MOMA’s site gives users the ability to change the default and high-contrast text by clicking a link in the footer
Facebook allows people to select the pronouns they identify with and provide examples to make the intended use clearer. It also warns users that this information will be public.
Facebook allows people to select the pronouns they identify with and provide examples to make the intended use clearer. It also warns users that this information will be public.
With wild proportions and vibrant colors, Zendesk seems to be putting its nostalgic foot forward by introducing new reto-themed illustrations throughout its website
With wild proportions and vibrant colors, Zendesk seems to be putting its nostalgic foot forward by introducing new reto-themed illustrations throughout its website
Step back into the 90s with this homepage homage for the adidas Yung series featuring a music rhythm game, wallpapers, and videos along with animated WordArt and vibrant visuals.
Step back into the 90s with this homepage homage for the adidas Yung series featuring a music rhythm game, wallpapers, and videos along with animated WordArt and vibrant visuals.

Designing for Accessibility refers to the practice of creating digitally-designed content and web applications which can be used by a variety of people including those with visual, motor, auditory, speech or cognitive disabilities.

  • Consider the ADA - The Americans with Disabilities Act (ADA) increasingly puts the pressure on public-facing entities to have their websites accessible to website visitors with visual, hearing, and cognitive impairments. Businesses are challenged to have their web design be more inclusive with over 240 businesses across the country being sued in federal court since 2015.

  • Designing for gender inclusivity has become an important part of UX design and strategy. From neutral palettes to genderless typography, diverse imagery, and even form design, web design is now breaking old stereotypes of masculine and feminine design.

  • Tapping into the past - What was old is now new again. Retro designs are another growing trend in web design bringing back old design elements with a hint of nostalgia. What makes this an interesting trend is seeing designs that reflect time periods before websites were even accessible to the masses; making it feel "new" to many people.

2. Transcending Stereotypes

Designing the Cannabis Industry

Designing the Cannabis Industry

Credit: Igor Pavlinski for Zajno Crew


Aesthetics play a significant role in how cannabis products are received by non-users, especially as cannabis becomes legal in North America and design solutions allow companies to disassociate themselves from the stigma traditionally attached to cannabis consumption.

Design will be relevant to how the newly legal cannabis market is formed. A growing number of design agencies are catering to the cannabis industry. These designers are highly influential in plugging in the gap in the market and are creating things ranging from smoking accessories to brands and packaging and interior decor to better serve the competitive market.

As legalization spreads, designers are reimagining and updating the visual materials used to package and market cannabis products.



Online News and Publications

Indie Mag - Gossamer looks at the world—travel, design, art, culture, and food—"through a green lens."
Indie Mag - Gossamer looks at the world—travel, design, art, culture, and food—"through a green lens."
Indie Mag - Gossamer looks at the world—travel, design, art, culture, and food—"through a green lens."
Indie Mag - Gossamer looks at the world—travel, design, art, culture, and food—"through a green lens."
Reinventing the image of cannabis culture, Broccoli mag is a brilliant and folksy editorial for women with an intense appreciation for weed.
Reinventing the image of cannabis culture, Broccoli mag is a brilliant and folksy editorial for women with an intense appreciation for weed.
Reinventing the image of cannabis culture, Broccoli mag is a brilliant and folksy editorial for women with an intense appreciation for weed.
Reinventing the image of cannabis culture, Broccoli mag is a brilliant and folksy editorial for women with an intense appreciation for weed.

Designs are geared towards a younger and more liberal crowd that is accepting, embracing and even part taking part in the cannabis industry. This is evident in how the legalization of marijuana has been picked up by publications like Gossamer and Broccoli mag, which channel design through online newsletters and magazines and cover a broad range of topics such as travel, design, art, culture, and food through the lenses of the weed-inclined.

Products & Edibles

Mowellens - a CBD product promoting health and wellness, takes a simple yet elegant typographical approach to cannabis packaging.
Mowellens - a CBD product promoting health and wellness, takes a simple yet elegant typographical approach to cannabis packaging.
The website consists of beautifully fluid interactions and animations which elegantly highlight the branding and products without hindering the aesthetic flow.
The website consists of beautifully fluid interactions and animations which elegantly highlight the branding and products without hindering the aesthetic flow.
The website consists of beautifully fluid interactions and animations which elegantly highlight the branding and products without hindering the aesthetic flow.
The website consists of beautifully fluid interactions and animations which elegantly highlight the branding and products without hindering the aesthetic flow.
Leslie David, the French Graphic designer behind Glossier, creates a fresh whimsical yet sophisticated, fun and young yet entirely millennial look in 'Not Pot'.
Leslie David, the French Graphic designer behind Glossier, creates a fresh whimsical yet sophisticated, fun and young yet entirely millennial look in 'Not Pot'.
The website with its quirky and nostalgic animations and bright punchy tones exudes strong themes of psychedelic-chic ‘60s bumper stickers and retro California hippie.
The website with its quirky and nostalgic animations and bright punchy tones exudes strong themes of psychedelic-chic ‘60s bumper stickers and retro California hippie.
The website with its quirky and nostalgic animations and bright punchy tones exudes strong themes of psychedelic-chic ‘60s bumper stickers and retro California hippie.
The website with its quirky and nostalgic animations and bright punchy tones exudes strong themes of psychedelic-chic ‘60s bumper stickers and retro California hippie.
1906 premium edibles are shaped into asymmetrical nuggets and are packaged in bold, minimal paper boxes in 4 main colors - teal (energy), blue (relaxation). Cherry (sensual) and dark purple (sleep).
1906 premium edibles are shaped into asymmetrical nuggets and are packaged in bold, minimal paper boxes in 4 main colors - teal (energy), blue (relaxation). Cherry (sensual) and dark purple (sleep).
1906 premium edibles are shaped into asymmetrical nuggets and are packaged in bold, minimal paper boxes in 4 main colors - teal (energy), blue (relaxation). Cherry (sensual) and dark purple (sleep).
1906 premium edibles are shaped into asymmetrical nuggets and are packaged in bold, minimal paper boxes in 4 main colors - teal (energy), blue (relaxation). Cherry (sensual) and dark purple (sleep).


Brands like Mowellens, Not Pot and 1906 new highs use innovative and eye-catching packaging designs and playfully interactive websites that use modern web design trends and create a more compelling experience for users.


Political Design

It’s clear to see in this day and age that design has an important role to play in politics going forward. One person can cause a rippling effect in activism and forever change the destiny of a country. As social media and technology continue to grow, it’s vital that politicians and world leaders strategize their marketing plan and reach a broader demographic. Design itself has the power to change the way we feel about someone and even the ability to change the perception of the general public.

Alexandria Ocasio Cortez

Designer - Maria Arenas was inspired by Latino revolutionary posters and visuals from the past like Cesar Chavez and Dolores Huerta
Designer - Maria Arenas was inspired by Latino revolutionary posters and visuals from the past like Cesar Chavez and Dolores Huerta
Cortez's campaign posters used non-traditional tones of yellow colors to associate her campaign with positivity. Additionally, the use of exclamation marks created a sense of excitement and embedded spanish into campaign’s DNA.
Cortez's campaign posters used non-traditional tones of yellow colors to associate her campaign with positivity. Additionally, the use of exclamation marks created a sense of excitement and embedded spanish into campaign’s DNA.
Her campaign stood apart for it's strong use of purple color indicating the red and blue coming together of the 2 parties. She also had as part of her campaign, bilingual posters and print material for the Spanish-speaking population of NYC.
Her campaign stood apart for it's strong use of purple color indicating the red and blue coming together of the 2 parties. She also had as part of her campaign, bilingual posters and print material for the Spanish-speaking population of NYC.
Her campaign stood apart for it's strong use of purple color indicating the red and blue coming together of the 2 parties. She also had as part of her campaign, bilingual posters and print material for the Spanish-speaking population of NYC.
Her campaign stood apart for it's strong use of purple color indicating the red and blue coming together of the 2 parties. She also had as part of her campaign, bilingual posters and print material for the Spanish-speaking population of NYC.

Campaign designed by Tandem design in NYC. Arenas (the lead designer), a 24-year-old woman of color, had never designed for a political campaign before but knew her main aim was to portray the candidate in their truest form.

Alexandria is a candidate with a revolutionary spirit. Voters heard it when she spoke. The branding is a reflection of her, which made it successful.


Maria Arenas, Senior Graphic Designer at Tandem NYC

The branding translates beautifully into her campaign website by continuing to follow the bold typography and strong color palette showcased in her print collateral. The website, though simple, has a clearly visible volunteer and donate sections which have been marked out using color accents from the brand’s color palette. Cortez's website makes use of modern techniques such as dynamically pulling in live feeds from social media, news, and press (which may seem obvious to any user, but is something still lacking in online political websites currently).

Beto O' Rourke


Beto’s political campaign took a different design direction as compared to Cortez. Tony Casas, designer of the Beto campaign logo says:

I wanted to create something using a palette that no-one had really seen before, making him stand out in a sea of yard-signs and campaign-filled media.



Punk-turned-politician, Beto's campaign look following a basic black and white color theme with moderate pops of color defined his revolutionary candidacy.
Punk-turned-politician, Beto's campaign look following a basic black and white color theme with moderate pops of color defined his revolutionary candidacy.
Beto’s website, like his logo is simple, yet bold. Tony Casas cleverly introduces “traditional punk rock colors” with a bold, sans-serif typeface – Abolition by Mattox Shuler to create a fresh look for a traditionally tired format.
Beto’s website, like his logo is simple, yet bold. Tony Casas cleverly introduces “traditional punk rock colors” with a bold, sans-serif typeface – Abolition by Mattox Shuler to create a fresh look for a traditionally tired format.
Beto’s website, like his logo is simple, yet bold. Tony Casas cleverly introduces “traditional punk rock colors” with a bold, sans-serif typeface – Abolition by Mattox Shuler to create a fresh look for a traditionally tired format.
Beto’s website, like his logo is simple, yet bold. Tony Casas cleverly introduces “traditional punk rock colors” with a bold, sans-serif typeface – Abolition by Mattox Shuler to create a fresh look for a traditionally tired format.
Beto’s website, like his logo is simple, yet bold. Tony Casas cleverly introduces “traditional punk rock colors” with a bold, sans-serif typeface – Abolition by Mattox Shuler to create a fresh look for a traditionally tired format.
Beto’s website, like his logo is simple, yet bold. Tony Casas cleverly introduces “traditional punk rock colors” with a bold, sans-serif typeface – Abolition by Mattox Shuler to create a fresh look for a traditionally tired format.

Beto’s website is a refreshing departure from the standard political website template design seen all through Congress websites. With bold imagery and typography, the web design implements modern design elements and grids coupled with powerful and striking accents of pink, staying true to the brand’s theme of “punk” and direct.

3. Engagement Through Movement

Powerful Use of Video

Videos are no longer only being used as pretty background elements on a website; they have now generated a more functional meaning in their role in web design.

Wind Channel - a full service video production based in Russia, captivatingly displays it's portfolio through a series of engaging snippets from their reel of work immediately informing the user of their expertise and skill.
Wind Channel - a full service video production based in Russia, captivatingly displays it's portfolio through a series of engaging snippets from their reel of work immediately informing the user of their expertise and skill.
Kalfire’s website uses bold, powerful video footage to immediately engage it’s audience & inform them of their product. The inner pages, through excellent use of video, give a detailed presentation of an extremely high-end product.
Kalfire’s website uses bold, powerful video footage to immediately engage it’s audience & inform them of their product. The inner pages, through excellent use of video, give a detailed presentation of an extremely high-end product.
Climate’s website takes visual inspiration from areas of their team’s personal interests: skateboarding, punk/hardcore music, & streetwear fashion. Using WebGL, Digital agency - Platoon, created an interactive 3D logo that reacts to the user’s cursor.
Climate’s website takes visual inspiration from areas of their team’s personal interests: skateboarding, punk/hardcore music, & streetwear fashion. Using WebGL, Digital agency - Platoon, created an interactive 3D logo that reacts to the user’s cursor.



In 2017, 74% of all internet traffic is video, in 2019 it’s projected to be 80% and, by 2021, 13% will consist of live video.


Google measures how much time viewers spend on your web page to help determine its value. The more time spent, the better the ranking. Video in web design encourages people to stick around and spend more time on your website making video a strategic web design element.



Immersive Experiences


Audio in Web Design

If done well, audio can enhance and enrich even the dullest of web experiences. Even though this can be a challenging decision for any brand to implement on their website (due to download size and streaming limits, unexpected intrusions, mobile limitations, and sound overload), the right sound design, the right music, can not only set the mood, but emotionally connect to people in a way visuals alone simply cannot, thus making it one of the major  growing trends in web design for businesses.

Gamification and engagement through interaction

Italian agency - Aquest, created a delightful holiday game inviting users to decorate and play with an animated Christmas Tree using the raddest ornaments.
Italian agency - Aquest, created a delightful holiday game inviting users to decorate and play with an animated Christmas Tree using the raddest ornaments.
Norwegian agency, Try Apt, designed this website using principles of gamification to generate interest for coding amongst kids. The aim of the user is to help the robot through a series of logic puzzles using programming principles.
Norwegian agency, Try Apt, designed this website using principles of gamification to generate interest for coding amongst kids. The aim of the user is to help the robot through a series of logic puzzles using programming principles.
French web developer-designer, Renaud Rohlinger, creates a new interactive experience with this auto-running side scrolling pixel art game playable on both desktop and mobile.
French web developer-designer, Renaud Rohlinger, creates a new interactive experience with this auto-running side scrolling pixel art game playable on both desktop and mobile.


Continues to be among the top trends for learning, online education and even marketing.

More Interactive and 3D Animated Elements

Kopke - the oldest Port Wine House in the world, beautifully illustrates its heritage through an interactive experience taking the user down the company’s history.
Kopke - the oldest Port Wine House in the world, beautifully illustrates its heritage through an interactive experience taking the user down the company’s history.
Chrysler museum of Art adds a groovy twist to it’s website by juxtaposing 3D imagery with flat shapes and text to create a retro Memphis style to the design. The website is playfully interactive and cleverly breaks the mold of classic museum websites.
Chrysler museum of Art adds a groovy twist to it’s website by juxtaposing 3D imagery with flat shapes and text to create a retro Memphis style to the design. The website is playfully interactive and cleverly breaks the mold of classic museum websites.
Build by Canadian agency, Akufen, Ocean School is an interactive experience whose mission is to help students better understand our relationship with the oceans through interactive games, 360 videos and 3D worlds.
Build by Canadian agency, Akufen, Ocean School is an interactive experience whose mission is to help students better understand our relationship with the oceans through interactive games, 360 videos and 3D worlds.
VR company, Magic Leap’s unique design and technology really comes through in this dreamlike and fluid web design where users are taken through seamless journeys from different realms in every scroll.
VR company, Magic Leap’s unique design and technology really comes through in this dreamlike and fluid web design where users are taken through seamless journeys from different realms in every scroll.


Motion generates rhythm, and it is essential for immersing the user into your brand message. This has been made possible due to the increase in graphics performance and the optimization in video and 3D that allows for shorter loading times. Coupled with the popularity that WebGL has gained, as well as frameworks such as Three.js, it is only natural that we’ll keep seeing a continuous growth.

4. The Future is Female

Big strides have recently been made in industries with products targeted towards women. Women are now reaching top design (and C-level) positions in leading companies around the world. The Female experience is being celebrated like never before, and issues that were once taboo are now being destigmatized and brought front and center.

The Female experience is being celebrated like never before and issues that were once taboo are now being destigmatized and put front and center.


Companies like Thinx, Clue, Willow, Elvie etc are empowering women by building better, cleaner and more sophisticated products and services that challenge societal norms. We will continue to see a proliferation of companies that are using customer experience and brand strategy to compete on these nearly commoditized services. The rise of “FemTech” and the rise of women in the workplace is leading to a massive expansion of women’s fertility, healthcare, wellness, and startups.


Thinx - Period proof underwear, aims to break taboos through its bold branding, content and seeks to step out of the ordinary with its imagery of half-cut grapefruit and runny eggs.
Thinx - Period proof underwear, aims to break taboos through its bold branding, content and seeks to step out of the ordinary with its imagery of half-cut grapefruit and runny eggs.
Sustain Natural - leader in women’s sexual health & well being, attains mission to de-stigmatize issues around women’s sexual and reproductive health with daring imagery, a striking color palette and captions that make you do a double take.
Sustain Natural - leader in women’s sexual health & well being, attains mission to de-stigmatize issues around women’s sexual and reproductive health with daring imagery, a striking color palette and captions that make you do a double take.
Elvie is the company that brought stylish and minimalist breast pumps to the fore. Their website uses beautiful lifestyle photography and muted, sophisticated colors stood out to emphasize the game-changing nature of their products.
Elvie is the company that brought stylish and minimalist breast pumps to the fore. Their website uses beautiful lifestyle photography and muted, sophisticated colors stood out to emphasize the game-changing nature of their products.
Willow teamed up with IDEO to design the look, feel, and user experience of the first all-in-one breast pump that fits inside a bra. The end product was a modern accessory bereft of engineering complexities with a simple and elegant design.
Willow teamed up with IDEO to design the look, feel, and user experience of the first all-in-one breast pump that fits inside a bra. The end product was a modern accessory bereft of engineering complexities with a simple and elegant design.
LOLA modernizes tampons for women through flexible online subscription services, design enhancements, and a more attractive and modern packaging.
LOLA modernizes tampons for women through flexible online subscription services, design enhancements, and a more attractive and modern packaging.

There’s an emerging understanding that there are many needs, and where there are many needs, there are also many opportunities. The exciting part is, these needs are just beginning to be recognized, and there will be many more opportunities down the road to improve women's lives through technology.


Ida Tin, CEO of the period-tracking app Clue

5. Rebel with a Cause

Memphis Design

It`s no secret that the Memphis Design has been making a comeback. Memphis styles work exceptionally well for website design, particularly because they need to grab someones attention from afar. To put it simply, it’s fun. It’s a pop of color and vibrancy in a monochromatic, minimalist world.

Source: giphy
Source: giphy
Artist: Shelda Edwards
Artist: Shelda Edwards
Credit: Aldo's 2015 Holiday installation, designed by Leta Sobierajski.
Credit: Aldo's 2015 Holiday installation, designed by Leta Sobierajski.
Credit: Interface Asia
Credit: Interface Asia



Memphis is a rebellion against strict grids, "good taste", and previous standards of meticulously arranged elements..



Despite its fringe status, there were moments when Memphis entered the mainstream. In 2016, the brand Supreme released a series of skate decks and clothing designed by Alessandro Mendini, who appeared in the first Memphis show. And in 2017, the movement made its way to a big box retailer—West Elm debuted a series from contemporary Du Pasquier-inspired brand Dusen Dusen.



No Longer a One-time Investment

A common misconception is that the design process ends at a logo or a website launch. On the contrary, that’s when design only begins to engage with your audience. Design teams play a crucial role on an ongoing basis strengthening and nurturing that connection. Design bridges the gap between vision and execution and may impact a brand's survival in an era that is recession-prone. 

What efforts is your company taking to ensure that your brand recession-proof?



Courage

A powerful response to the growing number of sexual offenders, Rotten Apples is an online database that highlights films & TV shows that are associated with people accused of sexual misconduct.
A powerful response to the growing number of sexual offenders, Rotten Apples is an online database that highlights films & TV shows that are associated with people accused of sexual misconduct.
A powerful response to the growing number of sexual offenders, Rotten Apples is an online database that highlights films & TV shows that are associated with people accused of sexual misconduct.
A powerful response to the growing number of sexual offenders, Rotten Apples is an online database that highlights films & TV shows that are associated with people accused of sexual misconduct.
Ogury’s GDPR Grandmaster Challenge turns the overwhelmingly daunting task of dealing with the new data privacy rules into a fun and educational experience in this beautifully designed website.
Ogury’s GDPR Grandmaster Challenge turns the overwhelmingly daunting task of dealing with the new data privacy rules into a fun and educational experience in this beautifully designed website.
Ogury’s GDPR Grandmaster Challenge turns the overwhelmingly daunting task of dealing with the new data privacy rules into a fun and educational experience in this beautifully designed website.
Ogury’s GDPR Grandmaster Challenge turns the overwhelmingly daunting task of dealing with the new data privacy rules into a fun and educational experience in this beautifully designed website.
Ogury’s GDPR Grandmaster Challenge turns the overwhelmingly daunting task of dealing with the new data privacy rules into a fun and educational experience in this beautifully designed website.
Ogury’s GDPR Grandmaster Challenge turns the overwhelmingly daunting task of dealing with the new data privacy rules into a fun and educational experience in this beautifully designed website.
End Family Fire - Droga5 creates a beautifully immersive digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.
End Family Fire - Droga5 creates a beautifully immersive digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.
End Family Fire - Droga5 creates a beautifully immersive digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.
End Family Fire - Droga5 creates a beautifully immersive digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.
End Family Fire - Droga5 creates a beautifully immersive digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.
End Family Fire - Droga5 creates a beautifully immersive digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.


2018 was a year where the word ‘rebellion’ took on a whole new meaning. In order to make a push towards innovation, companies are being more fearless about their choices, and not being as risk-averse. In this day and age, risks are admired and are often a form of humility, and true-self.

  • Rotten apples addressed the growing #metoo movement in the American film industry. It is an online database that pinpoints which films and TV shows are associated with people who have been accused of sexual misconduct.
  • GDPR Grandmaster Challenge addressed the new stringent privacy protection laws implemented by the EU and how companies should comply with these laws.
  • End Family Fire Digital agency Droga5 in collaboration with the AdCouncil, very beautifully addressed the controversial topic of gun ownership and gun laws in the US through striking visuals and clever web design through their "End Family Fire" campaign.


Mailchimp

Most startups, after being a bit more established, re-brand their look which often sheds some of their initial quirkiness (e.g. Airbnb, Uber, Google, Instagram), but not Mailchimp. They took this a step further by doubling down and keeping their mascot ‘Freddie the chimp,’ and now use an analog Serif typeface from the 1920s as their main typeface. Their branding incorporates rough-edged, unpolished and almost child-like illustrations into their graphics, coupled with bright yellows and quirky animations.

MailChimp’s rebrand features a serif typeface from the 1920s, bright hues of yellow, quirky illustrations and yes - you guessed it, Freddie the Chimp.
MailChimp’s rebrand features a serif typeface from the 1920s, bright hues of yellow, quirky illustrations and yes - you guessed it, Freddie the Chimp.
In an effort to stay true to their quirky selves, Mailchimp doubled down by keeping their mascot ‘Freddie the chimp’
In an effort to stay true to their quirky selves, Mailchimp doubled down by keeping their mascot ‘Freddie the chimp’
MailChimp created rough edged, unrefined and almost child-like illustrations mixed with vivid yellows and zany animations.
MailChimp created rough edged, unrefined and almost child-like illustrations mixed with vivid yellows and zany animations.
MailChimp created rough edged, unrefined and almost child-like illustrations mixed with vivid yellows and zany animations.
MailChimp created rough edged, unrefined and almost child-like illustrations mixed with vivid yellows and zany animations.

The rebrand is mostly excellent. The quirkiness is courageous and fitting. The color choice is striking. The type is debatable. The photography is questionable. But the whole is nothing if not fun.


Ben Moss, Senior Editor at WebdesignerDepot


Their website redesign features quirky animated illustrations, bright colors and a well structured simplistic layout with minimal micro interactions which balances beautifully with the new eccentric style of Mailchimp.


Animal Planet

The new branding is a part of Animal planet’s active worldwide strategy to take the network forward as a global brand leader as more people are becoming interested in animal life than ever before.

In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv
In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand. Source: Chermayeff & Geismar & Haviv


Animal Planet's new bold branding stays on trend by following the friendly lowercase geometric typeface family. This rebrand was risky because it went from a green color palette (the color most consistent with nature) to the rarest occurring color in nature. Nevertheless, in this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand.

“Courage” is a core value at BOWEN as it takes courage to take risks and be innovative. It is fear itself that limits and prevents brands from fully spreading their wings and aggressively pursuing the next milestone ahead.


We can’t be afraid to fail, because these progressive movements are not simply “trends” of 2019, but in many cases, survival in our new era.

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