What are the stories that brands are telling? What verbal and visual clues are they making? How do they convey their values, propositions and business area? This project is about exploring and explaining brand narratives.
In a first step this site collects sightings of narrating artefacts in real-life contexts. These help to evaluate how well a design solution performs in a certain situation. The kinds of sightings range from names and claims to logotypes and marks to icons and interfaces just as architecture and interiors. With a larger collection eventually patterns will emerge, allowing valuable deductions for practitioners later on.
The project’s purpose is to investigate the application of narrative strategies in brand identity – from appearance to communication and behaviour – along all touchpoints and as overarching paradigm. Further instalments of The Narrative Brand may include long-form stories, blog posts on special topics as well as off-line publications.
Andreas Brietzke is a passionate designer and a reluctant developer. He creates actionable strategies for brands in various industries, advises technology usage and designs digital and physical applications. At Thomas Manss & Company he is leading design projects for clients in architecture, fashion, hospitality and technology.
Martin Jordan helps businesses and organisations to create better user, brand and service experiences. Currently he works as a senior user experience designer for Nokia’s HERE business and connects service innovators at Service Design Berlin. Besides, he researches the connection of brand and service experience, publishes and talks about it.