In an age of digital advertising and ever-expanding AI capabilities, brand authenticity plays a vital role in consumer trust and business success. This layered project included several rounds of research and design iteration to establish a visual signal that could demonstrate authenticity to customers and give businesses more confidence in the accurate representation of their brand in digital advertising.
Methods
- Competitor Audit
- Individual Interviews (4 rounds; in the U.S., India & Brazil)
- A/B Testing
- Stakeholder Survey
Findings
- Customer insights identified one of three possible visual signal systems as the most appealing, discoverable, and comprehensible
Impact
- After several research-design iterations, our team made recommendations to leadership on adoption of visual signals.
- This research continued to impact work in this area well after the project was complete.