Don’t miss the chance to add true flair to form
Interface and brand design pairing is what makes digital design not just usable, but memorable (and visa versa)

In most digital projects, the concept phase for a digital product or service typically falls to the UI designer, who translates the product’s identity into a functional, easy-to-use interface. While UI designers are experts in interface design, they can sometimes overlook opportunities for deeper brand integration, emotional connection, and creative flair. That’s where teaming up with a brand designer can help.

In my experience as a UI designer, I’ve often seen the Experience and Creative teams working in silos. The Experience team focuses on the digital platform, while the Creative team works on brand identity and other collateral. The result? A disjointed brand expression and missed opportunities to merge the two into a cohesive, unified vision. But when UI designers and brand designers collaborate from the start, the result is a product that takes innovation to new heights.

Divergence breeds good design

Brand designers can elevate UI design with an extra layer of craftsmanship, focusing on the finer details — colour, typography, iconography, and animations — that align with the brand’s personality. While UI designers ensure structure and usability, brand designers bring a more holistic approach, enhancing the user experience with impactful details that make a difference.

For example, a clean, functional design created by a UI designer may work well, but a brand designer is more likely to take risks and push the design further, adding custom icons, a unique colour palette, bolder typography, and animations that reflect the brand’s personality. 

Suddenly, it’s not just functional — it’s memorable.

Brand designers can also bring fresh perspectives to navigation. While UI designers often stick to predictable patterns, brand designers are more likely to think outside the box — turning a standard menu into a smooth, dynamic animation that feels engaging and unique. These creative touches enhance usability and ensure the interface reflects the brand’s essence, creating a deeper emotional connection with the user.

When UI and brand designers collaborate from the beginning, they create a product that’s not just functional but resonant and authentic, reflecting both the brand’s values and identity. This collaboration ensures the product stands out — not only because it’s easy to use but because it feels engaging and memorable in a crowded market.

Involving brand designers early on means balancing practicality with creative richness. This kind of collaboration — where functionality and brand identity seamlessly merge — leads to truly exceptional products.