For the greater part of this year, marketers have largely abandoned their 2020 plans and nimbly changed direction as the pandemic reshaped nearly every aspect of what “would have been.” As brands are re-emerging from the pandemic “fog,” it will be critical to evaluate lessons learned from this period, including what worked, what didn’t, and the biggest new trends that will redefine digital branding and marketing communications.
MERGE asked its executive creative leads about one key design-related trend emerging from the pandemic that marketers today can’t afford to overlook. Here’s what they had to say.
Roya Partovi, Chief Creative Officer
Creating personalized, honest experiences
People are craving truthful, positive, and personalized creative storytelling. Simple, clean, and digestible design that’s easily navigated has driven brands to optimize their online presence, which includes mobile and social optimization. Virtual personalized experiences will continue leading the way. Netflix, Google, and Spotify are the obvious examples, but I also take note of small companies like CAMP that reimagined virtual entertainment and camping experience for the whole family.
Kevin Houlihan, Chief Creative Officer
Representing the current reality
Needless to say, there will be functional issues in production that will impact what and how ideas are created, but what I find more interesting is how the consumer need-state will be affected and what that will do to the creative product. Consumers will put their trust in brands that demonstrate an understanding of their situation. The most powerful messaging will rely more on emotional than rational communication. As we move past the insecurity of the pandemic, we will see the best creative work being built on emotional, consumer-relevant thinking.
Denis O’Keefe, Executive Creative Director
Putting brand values into action
COVID is a formidable foe. And its impact on all of our lives is inescapable. People expect the brands they use to be a part of the solution. This makes it a great time for brands to put their values into action by finding meaningful and relevant ways to make a real impact in the lives of their employees and customers. One example is Nike and its COVID-19 response efforts that demonstrate both values in action and values in advertising.