With people spending so much time on social media and the internet, consumers see more brands than ever, which means they also have a better awareness of brand aesthetics and identity. In a 2023 survey, market research firm Hanover found that 75% percent of companies have overhauled their visual identity since 2020, and Lucidpress found that 45% of customers “expect great design across all marketing and sales collateral.” In other words, an outdated aesthetic costs you money. At the same time, no company can afford to revamp its design every few years, so it's important to find a look that stands out and stands the test of time. Here, we spoke to six brands about how they found a look that shines through while conveying their core values.

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