I couldn't find it, so I created it. Here's that story.
When I started at Unacademy, I joined the product team as an illustrator, but quickly began to act as a liaison between brand, marketing and tech (product, design and engineering).
Since I studied graphic design, I occasionally worked with the designers in the brand team, collaborating on their projects and initiatives.
This visibility allowed me to educate and influence both the product and brand teams, creating opportunities for seamless engagement. In doing so, I made a case for a more brand-aware product experience.
6 months in, I started and grew a brand-new team from scratch, undertaking all design and creative projects across the company, including branding, performance, product, illustration and marketing.
At Graphy, with the same philosophy, we built a multidisciplinary team of talented designers who understood both brand and product design, storyboarding and designing immersive and emotional experiences (visual, interaction, content or motion design).
This intersection of brand, product and storytelling is “Brand Experience”. It's a sum of all the actions and experiences a user goes through across all brand touch points.
Like a great story, a well-designed brand unfolds over time— one experience after the other. With characters, goals and conflicts, building memories, forging connections and hopefully, cultivating trust and love for the brand.
Everything makes the brand. The notifications you send, the copy you write, how you onboard your users. All of it.
The product is the brand.
The brand is the product.
I’ve derived insights, collected my learnings, experiences and expertise to create BX, the Brand Experience design program.