Branding, Design, and Experiences
Now, more than ever, our world of design, concept development, and interactions are being impacted by the need for more of an emotional experience, through message, visuals, and the human process of absorbing information—either in small bits because our viewers don't have a lot of time, or in mass quantities because our audiences want access to more information.
The trends we are seeing require marketing communications efforts to be agile. The influence of mobile technology and tablet outlets cannot be overstated. Design and branding is directly impacted by having to tailor for the smallest possible canvas—a digital icon. Websites need to be responsive from desktop to mobile environment where less can be said, shown, delivered in a minimal screen size. Our email and print materials have had to become more effective at getting the viewer's attention, then quickly pointing them to the call to action, and the full detailed information living on the web.
Our constituents are more vocal about hurdles and frustrations experienced on ineffective sites, so functionality plays a big role in how we design communications vehicles. They are expecting brand and message continuity at our recruiting events, donor dinners, alumni homecoming gatherings, so looking at scripting and sequencing has become more vital.
In effect, we are looking more closely at the full experience of interacting with Pepperdine—from the very first contact, on.