Use the brand to tell a story
Take a thematic approach to brand design
By Dan Antonelli
Posted on Sunday, June 28th, 2020
We’ve always focused on a more brand-centric approach to wrap design, with the brands themselves playing such a large role in the wrap. Several of our more recent wrap designs have us taking things a step further by trying to not only infuse the brand in a dominant way, but to also integrate more of the concept of “brand story” into the design.
This takes the design a step further, as we’re looking to not only do brand building, but also brand story-telling. We’re looking to integrate design elements into the wrap design that serve to enhance the brand rather than detracting from it. That last point is really the most important to remember.
You must be very careful that you keep the focus primarily on the brand, and that you maintain a good sense of foreground and background, as I discussed in the March/April 2020 issue. While the backgrounds add visual interest, be cognizant of the flow of the design.
Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit danantonelli.com. On Instagram: @danantonelli_kickcharge.
