Design for the impact – Which means no free samples Andy Reynolds, Hong Kong creative director, Brand Union “There are so many ways to answer this question, and most are intertwined with the brand you’re creating it for. But overall, I’d say you don’t always have to use the ‘brand’ to build a branded environment. By this I mean, you don’t need to simply sell products with fancy visuals in trendy pop-ups. It’s more impactful to show people what the brand is about through a relevant experience. “For a recent project with Amnesty International in Hong Kong, we created a branded environment that reflected Amnesty’s purpose. In this instance, we used the 2016 closure of bookshops and threat to Hong Kong’s Article 27 protecting freedom of the press to spread the word that Amnesty is a champion for freedom of expression. We did this by opening a bookstore of our own and selling redacted books for HK$27. The Amnesty branding was subtle, but the experience was still impactful because of the environment’s greater purpose and the empathy it engendered toward Amnesty’s cause. “I think the reasons why and how it happened are the same as to why it was successful. It was a timely, relevant, and emotionally powerful idea that resonated with people. Once we articulated the concept and made a plan, finding the right resources was relatively easy. People were eager to get behind the cause because they understood it and believed it was important. “So, avoid giving away free samples of shampoo and coffee. Focus on making something that reflects what your brand stands for—its purpose—and your audience will engage.” Article Source: https://www.fastcodesign.com/90144600/how-to-design-branded-environments-that-dont-make-people-gag?utm_content=buffer0a1eb&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer About the author: Katharine Schwab is a contributing writer at Co.Design based in New York who covers technology, design, and culture.