Why designers should be taking a digital-first approach to branding

Digital first branding

It's time agencies woke up to the power of digital branding

Branding has always been a very top-down process: through identity and messaging, brand designers have tried to define and influence what consumers think. Then with consistent exposure, traditionally through physical products ranging from brochure templates to packaging design, they hope to build recognition, trust and eventually loyalty.

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James Bates is a designer and creative director at Clearleft in Brighton, UK. He's been helping brands improve their digital experiences for over 15 years.