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## The role of meaningful typography and visuals in interactive storytelling
 
![History told through digital experience_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/a1ad684568a25bf294af8f4ec9113233.png)

Talking about historical and political topics in an interesting and engaging way is not easy. You need to tackle many challenges, balance different points of view and – in many cases – work with a range of historical sources. That’s not mentioning the marketing objectives you need to meet. How do you reconcile both sides and create a project that captures the attention of your audience? Read how Rhapsody took on a challenge of this kind with a project telling the story of Holocaust victims.

## How to talk about history in a modern way

The world is constantly changing and so are the ways knowledge and information are disseminated. That includes historical information. In present-day museums it is no longer necessary to look at exhibits behind glass and to read lengthy descriptions. Instead, multimedia presentations, interactive stations, 3D historical films and many other new technological solutions are increasingly being used. 

Museums are becoming modern facilities that take you back in time and allow you to engage with history using all your senses. Can similar methods also be applied to digital projects? Of course they can! 

The [Ordinary Objects Extraordinary Journeys ](https://www.rhapsodymedia.com/our-work/ordinary-objects-extraordinary-journeys)interactive website – which we created to tell the story of the murdering of Jews during World War Two – is a case in point. It illustrates how close collaboration with a client, understanding history and immersive visuals help bring even the most sensitive topics closer to modern audiences. 

![History told through digital experience_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/6c0ccb7f5d0b1a3f2687d6ecb602a90b.png)

Telling the story of World War II atrocities is not easy. It requires sensitivity, empathy and the right approach.  While working on the Ordinary Objects Extraordinary Journeys project, our team spent countless hours liaising with the client. This was partly because of the delicate nature of the topic, but also due to the need for historical consultation and a deep understanding of the history of the Holocaust.


## Finding the right balance for visual storytelling

Working with artefacts from the cooperating museums was a very nuanced process. It had a huge impact on the creative direction, but also on the overall concept and storytelling, which needed to be well crafted for the subject in question.

Our aim was to create engaging, immersive experiences which would take the viewer back to that era and give them an understanding of the daily realities of the Holocaust.

It was a big challenge: not only did we have to tell the right story and find the proper words, but we also needed to strike the right balance with the imagery. The visuals had to evoke the spirit and style of the time, all while being fresh and attractive enough to appeal to the modern viewer.

At the same time, the graphics could not be too bold in order to respect the seriousness of the story and the traumatic experiences of the protagonists.

“Rhapsody blew me away right from the moment we met them when they pitched to us, notably how they managed to make a wide variety of websites with different subject matters engaging, immersive and inclusive. It was incredible seeing our ideas for the project not just brought to life, but enhanced, strengthened and advanced by Rhapsody. We are so thrilled with the final result, and are confident the website will achieve our goals: to engage people with Holocaust education, through artefacts, and to increase knowledge and awareness of the Holocaust. We are already planning on adding more artefacts to the website and look forward to continuing our relationship with Rhapsody – if they can put up with us again!”
**Dr Rachel Century – Director of Public Engagement and Deputy Chief Executive | Holocaust Memorial Day Trust**

## Creating an experience that takes you back in time

![History told through digital experience_ Image-2.png](https://rhapsody.ams3.digitaloceanspaces.com/f6373e9a2cc0813cd3df8b6f42aece07.png)

The stories of the Jewish victims of World War Two are showcased on the website in three thematic blocks:  PEOPLE – OBJECT – JOURNEY.

We wanted to capture the art of storytelling and relate the events that took place in the past in such a way as to transport the viewer. Usually, they only hear about this part of history through school lessons and TV. Using 3D objects and multisensory design, we aimed to create something special and to establish a new type of narrative.   Our work was centred around the website’s aesthetic elements including not only precisely chosen typography, but also navigation buttons and other functional elements. We wanted it to be a “window to the past”. 

In the first part – **PEOPLE** – we begin the story by exploring the biographies of individual characters. It is not a gloomy, overwhelming and lengthy story. We have used simple, approachable language that allows us to delve into the personal threads of the characters’ lives while not creating unnecessary distance from the characters. The text is short, but informative and interesting. It gives us a better understanding of the problems faced by our protagonists, as well as their motivations, needs and emotions. 

In the **SUBJECT** section, the viewer is immersed in the world of everyday objects that accompanied the characters. We see pre-war chess pieces, children’s knitted socks, personal diaries and documents. These seemingly ordinary objects reflect the traumatic nature of the individual experiences and allow us to better understand the daily life of the characters. 

**JOURNEY**, on the other hand, is an interactive way to understand the journeys that Jews were forced to make during the war. A multimedia map allows visitors to learn the routes they took and the hardships they had to endure. The website was designed to make visitors feel that they were actually taking part in a journey through newly presented pages of history.

“When we and HMDT agreed to do a collections-based project together, we wanted to ensure it was in the service of telling the stories of some lesser-known survivors of the Holocaust. Some of the objects seem mundane. Some seem beautiful. But all are priceless in what they tell us about the annihilation of normal Jewish family life right across Europe. There is a common misperception that the Holocaust just took place in Germany (and maybe Poland). This exhibition tells four stories spanning Greece, France, Austria, Germany, Poland, England and Scotland”. **Marc Cave, Director of The National Holocaust Centre and Museum**

## Finding the right font that will make a difference

Philosopher Marshall McLuhan once famously said that “the medium is a message.” This thought can be applied to our approach: carefully selected typography plays a very important role. Our choices were far from being accidental, allowing for an immersive experience.  
Given that the project told the story of Jews living in European cities, we decided to use fonts that had a cultural reference to the region and its history. 

## Typography project ideas to make content more engaging

![4. RC_OOEJ_Typography-Marketing (2)-min.png](https://rhapsody.ams3.digitaloceanspaces.com/eb60e788594254a09c051517a5c1a68e.png)

The first of these, Pion, was chosen for its origins (it was designed by a Polish type foundry) and its expressive nature. It allowed the designers to draw the viewer’s attention to what was most essential in the story. It emphasised the seriousness of the events, gave it a distinguished character and made it more readable – which is of vital importance, especially in a digital project. 
We also added a personalised ‘O’ to the font, to give the whole thing a creative touch.

![4.-RC_OOEJ_Typography-Marketing-5-min-2048x1015.png](https://rhapsody.ams3.digitaloceanspaces.com/b4bfc6e4dcaa183ed57a2ced9c2cfb76.png)

“Nocturn”, the second of the selected fonts, was created by Polish typography creator Mateusz Michalski. It draws on the letters of stone plaques commemorating the victims of the Second World War in Warsaw and pre-war Hebrew signs.

## Allowing history to resonate through engaging content and carefully selected typography

A creative approach that understands history and works with sources and clients is always a good starting point.  But if you support these elements with interesting visuals and interactive storytelling, the chances of success are even greater. It’s crucial to find the golden ratio between historical truth and modern narrative forms.

Let the story speak through polished typography, immersive graphics and an interactive experience. It’s a language that modern audiences understand and visitors expect, be it in traditional museums and in their digital, more modern versions.

Let us tell your story

**Do you want to share an important story with your audience? Trust Rhapsody**
If you are tackling a project of this type, you don’t have to do it alone. [Share your knowledge](https://www.rhapsodymedia.com/contact-us) with our experts, introduce them to the historical details in question and let them take action. 
Thanks to our large amounts of experience with commercial and public clients, we’re able to adapt to a wide range of subject areas and target audiences

History told through a digital experience

Basics to Know...

## Why Authenticity Matters More Than Ever for Brands

**We've all been there - scrolling through Instagram, mindlessly swiping past one picture-perfect image after another, looking for something to capture our attention. Nothing seems to do the trick, and you are now starting to feel overwhelmed and disconnected.**

The quest for authenticity becomes even more crucial in this digital landscape. We crave a break from the polished façades and long for something real; authenticity has emerged as a powerful force that brands can no longer ignore. Platforms like TikTok or BeReal have gained popularity for their refreshing, unfiltered, and real-life content. Despite the presence of brand advertisements, users continue to share genuine experiences, captivating the attention of both consumers and brands alike.

This growing trend of authenticity has not gone unnoticed. Brands have recognised its immense potential for increasing engagement and awareness. What's even more fascinating is that this shift towards authenticity is now permeating other social media platforms like LinkedIn. Business leaders are jumping on the bandwagon, realising the value of sharing more genuine content with their audiences.

######

## Why is authenticity so crucial, especially when it comes to connecting with Gen Z?

Well, this generation has grown up amidst a sea of information overload. They've witnessed brands attempting to project perfect images, only to be exposed as disingenuous. As a result, Gen Z has become exceedingly sceptical and hungers for authenticity like never before.

For brands, this means that if they want to establish meaningful connections with Gen Z, authenticity is no longer optional—it's essential. They must be transparent about their values, practices, and products. They need to embody authenticity at their core and genuinely connect with their audience.

So, what does authenticity mean for brands? It means being transparent about your values, beliefs, and commitments. It means staying consistent in your messaging and aligning your actions with your words. It means using real people in your marketing efforts and letting them tell their own stories.

**But authenticity is not just a marketing strategy; it's a mindset.**

It's about being real and genuine in every interaction. It's about truly listening and being open to feedback. Gen Z, in particular, is not afraid to voice their opinions, and as brands, we need to be receptive. We need to engage in open conversations with our audience and genuinely consider their feedback. It's through this dialogue that we can form stronger connections and foster loyalty.

To better understand our audiences, we can turn to the insights provided by the [WGSN Consumers 2025 report](https://mlp.wgsn.com/future-consumer-2025-download-en.html?_gl=1*1lqrs31*_ga*MTI4MzAxNjkwMS4xNjg1NTI4MDM4*_ga_3N1Q1PKH1F*MTY4OTYwNjk3Mi4yNy4xLjE2ODk2MDY5ODQuNDguMC4w). It highlights four key consumer profiles to watch out for: The New Nihilists, who crave honesty, authenticity, and humour without feeling like they're being sold to. The Reductionists, seek human connections and value alignment with the brands they support. The Time Keepers, prioritise products and services that add value to their lives, saving them time and money. And finally, The Pioneers, who are drawn to innovative and disruptive brands. To connect with these different consumer profiles by 2025, brands must be ready to adapt their strategies accordingly.

But what does authenticity look like in the context of branding? Here are a few ideas:

- **Be transparent about your values.** What do you stand for? What are your beliefs? What are your commitments? Let Gen Z know what you're about, and why you care about the things you do.
- **Be consistent in your messaging.** Don't say one thing and then do another. Be clear and consistent about your values, your practices, and your products.
- **Use real people in your marketing**. Use real people in your marketing, and let them tell their own stories.
- **Be open to feedback.** Gen Z is not afraid to speak their minds. Be open to feedback, and be willing to learn from your mistakes, keep an open conversation with your audience. 

To effectively reach Gen Z, social media is where you need to be. They spend a significant amount of time online, particularly on platforms like YouTube, TikTok, and Instagram. These platforms thrive on short-form videos, making creativity and authenticity essential for brands to stand out.

Collaborating with influencers who genuinely love your brand and resonate with your target audience's lifestyle can be a powerful way to bridge the gap. But remember, authenticity should always be the foundation of these partnerships. Choose influencers who are relatable, trustworthy, and create content that feels truly authentic. It's through these collaborations that you can make a meaningful impact on your audience.

Building an authentic brand takes time and effort. It requires being transparent, consistent, and open to feedback. But the payoff is immense. Authenticity builds trust, and trust leads to loyalty. In a world where authenticity is increasingly rare, brands that are genuine will stand out from the crowd.


Be Real, or Be Gone

Can anyone – regardless of their age and possible disability – easily read the information or make a purchase on your company website? 

When you designed the site, did you think about using a readable font and colour contrast? 

Does the site’s design allow users to navigate it without the overall experience being impacted by their network bandwidth or a disability? 

If you want a wide variety of users to connect with your brand, you need to think about **making your platforms accessible**. In this article, we explore how to go about **web accessibility** and which aspects to pay particular attention to.

## Why digital accessibility is crucial for brands and how Rhapsody can help to enhance a site’s web accessibility

In a world where information and products are just a click away, brands need to make [web accessibility](https://www.rhapsodymedia.com/technology/accessi-be-partner) the norm in order to reach as many people as possible. A well-designed and attractive digital platform increases a company’s credibility, helps create brand awareness, generates more leads and **increases sales**. Website accessibility features are a must for any brand that wishes to grow.

But what does a “**well-designed website**” really mean? Simply put, it is a website that is user-friendly and that provides easy access to information while being adapted to the character, skills and goals of a user. 

This means that, when designing a site, we need to think about different kinds of internet users.

## What is digital accessibility and why do leading brands care about making their websites accessible? 

Web accessibility means that people with physical or mental disabilities, limited technological capabilities or who are from different cultural backgrounds can use websites and digital tools to their full extent. 

In other words: 

```
anyone with access to the internet needs to be able to understand, navigate and interact with the website or application and also benefit from the information and functionalities of the platform.
```

Websites are the digital face of many businesses and organisations, providing essential information and useful tools for their users. It is therefore vital that brands take [web accessibility](https://www.rhapsodymedia.com/technology/accessi-be-partner) into consideration so that all users may experience the full potential of a website and other digital tools.

According to new the [European Accessibility Act](https://ec.europa.eu/social/main.jsp?catId=1202&intPageId=5581&langId=en), an **accessibility law** which will take effect on 28 June 2025, the user’s age, physical limitations or technological knowledge cannot be factors which exclude them from using a service. 

From this date onwards, many companies in the EU will have to ensure that any newly marketed products and services from the list below are fully accessible, without any **accessibility issues**.

**Example products:**
* Computers and operating systems
* Smartphones and other communication devices
* TV equipment related to digital television services
* ATMs and payment terminals (e.g. card payment machines in supermarkets)
* E-readers
* Ticketing and check-in machines

**Example services:**
* Phone services
* Banking services
* E-commerce
* Websites, mobile services, electronic tickets and all sources of information for air, bus, rail and waterborne transport services
* E-books
* Access to audio-visual media services (AVMS)
* Calls to the European emergency number 112

### Millions of people around the world need full access to digital platforms

Even though accessibility has been widely discussed, many websites and e-commerce platforms are still failing to comply with accessibility standards. This can result in complaints or other negative consequences for the brand or publisher.

It’s important to bear in mind that digital exclusion does not only affect people with physical disabilities but also those with situational disabilities and socio-economic restrictions (which might impact their bandwidth and internet speed, for example). When [developing websites](https://www.rhapsodymedia.com/development/web-development), we need to be mindful of this fact and design digital platforms that work equally effectively for all users.

More and more people are using the internet in their later years and the proportion of older internet users will continue to grow as today’s users age. Giving these users the option to select larger fonts, boost the contrast or simplify navigation is crucial to ensure they enjoy the content to its fullest.

The number of people with disabilities is also expected to increase significantly in the coming decades, which will invariably result in more guidelines, regulations and enforcements relating to **website accessibility**. When weighing up whether to invest in web accessibility or not, it is worth considering these figures:

- 15% of the world’s population, i.e. about a billion people, have a disability certificate (source: [WHO](https://www.who.int/teams/noncommunicable-diseases/sensory-functions-disability-and-rehabilitation/world-report-on-disability)). 
- Around 87 million people in the European Union are affected by disability (source: [European Commission](https://ec.europa.eu/social/main.jsp?catId=1137)).
- In the USA, 59.6% of the population with a disability status live in a household with internet access (source: [statista.com](https://www.statista.com/statistics/368609/us-online-access-householder-disability-status/)).
- In 2016, almost 1/5 of the EU population (19,2%) was over 65 years old – and this number is still growing (source: [Eurostat](https://ec.europa.eu/eurostat/cache/infographs/elderly/index.html)).


![Accessibility in Web Design_ Images.png](https://rhapsody.ams3.digitaloceanspaces.com/52fc76ce0f8274e096402bd21f2b2773.png)

### Learn about the essential components of web accessibility and the most common mistakes
Ensuring that your website is fully accessible can be hugely beneficial to your brand. Benefits include the following:

- It means brands meet national, regional and international legal requirements.
- It can strengthen a brand’s image as a company that is genuinely committed to corporate social responsibility (CSR).
- It can help position a company as a pacesetter with a vast market reach.
- It allows brands to be well-prepared for success in today’s and tomorrow’s world.

## Where should you begin if you want to create digital products and platforms that are accessible to every internet user?
The Web Content Accessibility Guidelines (WCAG) are a good place to start. This act lays out a set of standards for testing accessibility and explains the main principles, which are known as POUR:
- **Perceivable** – the information on a webpage and the interface elements must be presented in such a way that the user can perceive them with their senses. Everything should be visible and detectable.
- **Operable** – interactive interface elements such as controls, buttons and other navigation components should be operable.
- **Understandable** – the technology and the way content is presented should be consistent with design and usage patterns.
- **Robust** – the site should provide a seamless experience throughout, regardless of the technology used to access it (including assistive devices).

WCAG discusses in detail the types of disabilities that web accessibility should address, including but not limited to:

- visual impairments,
- mobility difficulties,
- hearing impairments,
- photosensitive epilepsy,
- cognitive and intellectual disabilities.

### Assessing digital accessibility requires knowledge and the appropriate tools
According to the WCAG, the most common mistakes that make a site less accessible are:

- low contrast elements,
- missing alternative text,
- empty links,
- missing form labels,
- empty buttons,
- missing document language.

However, these are just some of the issues that can make a site less accessible to people with disabilities and limitations. Therefore, a thorough accessibility assessment requires knowledge (for example **mobile accessibility** or **video accessibility** knowledge), relevant digital tools and time. 

## Examples of accessibility: Check out our tips for optimising the accessibility of your website

You will find detailed instructions on how to adapt websites for disabled users in the WCAG guide. Below we have listed the six elements that we think are the most important. These elements are, among others, part of Rhapsody’s Accessibility Checklist Template.

**1. Colour and contrast are important for page readability**
Having good contrast levels is an accessibility prerequisite: this ensures that everybody can read the content easily. The higher the contrast, the easier it is to distinguish the objects, images or text in the foreground from those in the background. The proper use of colours can also help and it is preferable to use contrasting colours that are at opposite ends of the saturation scale, e.g. black text on a white background, or yellow letters on a black background. Fo that you might also use a **pdf accessibility checker**.

**2. Each element on a page can have a significant impact on accessibility**
To meet the right accessibility settings and standards, it’s important to pay attention to nuances such as line height and letter spacing. The line height should be at least 1.5 times the font size and the letter spacing should be at least 0.12 times the font size. Avoid including text (other than a logo) in images. Check if the text is still readable when enlarged, e.g. to 200%.

**3. Disability-friendly hyperlinks**
Use concise, descriptive link text rather than using a URL so that users can scan the text to then quickly determine whether they want to click on the link in question. 

**4. Pop-ups limit access for people with vision impairment**
Popular pop-ups, such as a survey window, can disorient low-vision users. New windows distract users from what they are currently reading or doing.

**5. Short and descriptive: alternative text is an essential component of an image**
Remember to add alternative text (alt text) to images and aria labels to buttons, charts, hotspots, clickable navigation, graphs, illustrations and other important visual elements. Alternative text is useful to people with visual impairments: screen readers and other assistive technologies read the alt text aloud as a means to summarise the visual information seen in an image.

**6. An intuitive navigation system allows users to navigate the site with efficiency**
When designing navigation, consider how users interact with a site’s structure including its hierarchical menus, search fields and site maps. 

## Accessibility testing – reach customers with disabilities, starting with a free accessibility audits

What is accessibility testing? 

```
Accessibility testing it's the process of evaluating a website or application to determine how usable it is for people with disabilities.
```

If you’re unsure whether your website is accessible to customers with different types of disabilities, and if you're meeting the right accessibility policy, we’re here to help. Take advantage of our free **web accessibility audit** with **accessibility consultant** and start changing your online platform now.

Using our Accessibility Checklist Template, we will analyse your website and provide you with a report of your accessibility results. In this way, we help brands like yours identify the barriers that may be limiting their reach. We also run an **automated accessibility testing** for our clients. 

The website accessibility audit report is the first step in improving accessibility. This crucial foundation will enable you to then adapt the content and technology of your website, so that it is accessible to all users.

## Free, no-obligation accessibility audit
Rhapsody, a [digital, accessibility agency](https://www.rhapsodymedia.com/), is adopting to ensure digital accessibility for customers. Do you need to assess the **accessibility in UX design** of your website or app? Contact our digital team and schedule a free **website accessibility audit**.

_[Get in touch](https://www.rhapsodymedia.com/contact-us) with our experts and make your brand more accessible._

Accessibility in web design

<br><br>
There have been plenty of times I've walked into a room (or these days, joined a video call) for a brand refresh briefing and felt the palpable mix of excitement and trepidation in the air.

There's always that hint of "**We've been successful doing what we're doing, so why change?**" mixed with "We know times are changing, and we need to adapt." It's a delicate dance, this process of reimagining a brand. And it's far more than just picking a new colour palette or a tagline that “will cut through the noise”.

**Revisiting your brand can feel a bit like revisiting your online dating profile from a wilder time** – full of cringe bios and questionable photo choices. Is this logo still, well, presentable?  Do these colours even reflect who we are anymore?  

The pressure to change and update your [branding](https://www.rhapsodymedia.com/strategy/branding) can be paralysing, especially when it feels like everyone's out there with a perfectly curated Instagram feed and a million followers, or going viral on TikTok.  But here's a thought to consider: **what if a brand refresh isn't about chasing trends or aesthetics, and hoping for the best?** What if it's a journey of self-discovery, a delicate dance that unearths the authentic brand beneath the surface?

<br> 

### Give your eyes a break without missing out. 

<iframe class="murf-embed" width="560" height="102" src="https://murf.ai/embeds/index.html?embedId=m0qg3pd5" allowfullscreen title="Murf Embed Player" style="border: none;"></iframe> <script src="https://murf.ai/embeds/widget.js" ></script>

<br><br>

## When do we need a brand refresh? And why?

The need for a brand refresh often creeps in subtly. Perhaps your marketing materials start to feel stale, failing to resonate with your audience. Maybe your social media engagement is spiralling down, or a competitor emerges with a more modern message. These are all signs that it's time to take a deeper look.  

**But the most important prompt for a refresh is a sense of disconnect** – a feeling that your brand identity no longer reflects who you truly are. Maybe your once-edgy startup has matured into an industry leader, or perhaps your traditional company needs to appeal to a younger, digital-savvy demographic. 

A brand refresh becomes necessary when there's a gap between who you are and how you're perceived. It's the art of staying relevant without losing your essence.  It's an opportunity to reassess your values, realign your messaging, and reconnect with your audience on a deeper level. 

It's a chance to say, "**We've grown, and our brand should too**."

![Beyond Aesthetics: Why brand refresh is a soul search, not just a facelift](https://rhapsody.ams3.digitaloceanspaces.com/7084cd18de58e2dba7f0a8451a9234e3.jpg)

## What makes a great brand? 

**Great brands are like great novels** - they draw you in, make you feel something, and leave a lasting impression. At their core, they have a compelling narrative. It's not just about what they sell, but the story they're telling. Everyone loves a good story - what's yours?  

But a narrative alone isn't enough to keep you coming back for more. **Strong beliefs are what makes great brands stand out**. They stand for something bigger than themselves, whether it's protecting the planet, pushing boundaries, or sparking creativity. 

These beliefs are their guiding light, informing every decision they make, from the products they build to how they treat their customers and employees. 

**Can you articulate what you stand for in a way that resonates and inspires?** 

Clear messaging is another ingredient of great brands. If you can't explain your brand in a sentence, how can you expect your customers to understand and remember you? 

Consistency across all platforms ensures that whether someone encounters you on Instagram, in a store, or through a newsletter, they're getting the same brand experience. Finally, a distinctive visual language helps you stand out in a crowded market. It's not about being the loudest, but about being uniquely you.

## Beyond Likes and Followers

Social media has changed the script, and the way we use it is constantly evolving. Brands need to be chameleons, adapting to these ever-shifting landscapes. Forget throwing money at likes and followers – success now relies on understanding your cultural niche, adding value to the conversation, and fostering genuine connections. Today's audiences are looking for authenticity; **they want to be seen as individuals, not faceless demographics.**

This new reality informs every aspect of a brand refresh. Consider how your brand will breathe life across platforms – how your visual identity translates from the aesthetic of Instagram to the fast-paced energy of TikTok, and the professional aura of LinkedIn. How can you create opportunities for user-generated content that not only showcases your products but also aligns with your brand's core values? Think beyond transactions – how can you nurture a thriving community where people connect and feel a sense of belonging?

Metrics need to evolve too. Yes, ROI is important, but so is engagement and the strength of your community. A successful refresh isn't just a visual makeover; it's a reimagining of how you interact with and empower your audience across every touchpoint.

**You're refreshing a relationship**. You're inviting your audience to become co-creators of your brand story. So, the key questions become: How can we design not just for them, but with them? How can we create a brand that doesn't just speak to them, but speaks through them?  

[Beyond Aesthetics: Why brand refresh is a soul search, not just a facelift](ams3.digitaloceanspaces.com/rhapsody/3db8759880c97a692e45b63ff47af5ec.mp4)

## Finding Your Soul: When All the Pieces Fit

Here's where the magic happens. When your narrative, beliefs, messaging, voice, and look all align – that's when you've found your brand's soul. It's that ineffable quality that makes people say, "**This isn't just a product/service, it's a part of who I am.**"

It's Nike's "Just Do It" philosophy that inspires athletes and beginners alike. It's Patagonia's unwavering commitment to environmental sustainability. It's Apple's promise of sleek, user-friendly innovation.
In the end, a brand refresh is more than just a cosmetic touch-up; it's a soul-searching journey. 

It's about rediscovering who you are and who you want to be, about creating a brand that doesn't just sell products, but moves people. 

Because a brand is no longer defined by what it tells customers – it's the story customers tell each other. 


Beyond Aesthetics: Why brand refresh is a soul search, not just a facelift

## How is creativity and bias affecting designers in the age of AI?

Designers can be described as the perfect fusion of problem solvers and human creativity. Shaping the intangible into the visible. With an increased interest in AI, organisations are rapidly integrating cutting edge tools for automating tasks, deep learning, and data ideation. However, does this symbiotic relationship inadvertently perpetuate bias within the creative process?

### Creative Bias and Design Thinking

First, we have to understand Design Thinking. The experiential journey for any creative human. Design Thinking is not linear, it's full of iterations, challenges, and user “understanding”. 

**<u>It focuses on these five fundamental stages:</u>**

Empathise > Define > Ideate > Prototype > Testing

Of these stages, Empathise stands as a cornerstone. Let’s look at this example:

"_If you are reading this, you’re part of the cohort that comprehends the most universally embraced languages: English. Ironically, you’re also connected to the internet, the gateway to this very article. Your choice to engage with this article suggests higher education._"

These “assumptions” are easily formed during what we term the ”empathise” phase. 

It’s easy to detach from any emotional connection when empathy towards the subject is scarce. This is where designers become agents of influence, often failing to untangle our designs from our assumptions and ideologies.

Amid the rapid evolution of visual communication - from Archaic scripts to the endless tapestry of modern TikTok scrolls - misinterpretations and conflicts arise.

Misinterpretations are hard to avoid. But at its nucleus lies the adoption of a **universal mindset** during the design process. A challenge that often leads us back to **assumption led pathways**.

As we operate within Western principles we tend to shadow latent biases. The influence of Modernism in design is present more than ever with the continuous abandonment of ornamentation in favour of clean, legible compositions. A complete standardisation of cultural nuances.

## Bias and Artificial Intelligence

AI bias occurs in the initial stages of data input processing. Algorithms are generated and imputed by humans. Much like the Empathise phase in Design Thinking, an assumption led process the question persists: Are we empathising with the data itself?

AI systems make decisions based on training data, tainted by human biases. Occasionally reflecting social inequities, skewed historical events even when sensitive variables such as race, gender, and sexual orientation are removed.

One notable example was the case of “Amazon Recruiting Engine”. An AI powered tool to help review job applications and identify top candidates. It was later found to be biassed against female applicants. As its system has previously been trained to use ten year period data from resumes from the majority of male applicants. As a result, the system learned to favour male candidates over women.

This example showcases the importance of carefully auditing and curating data. Otherwise we will reduce the ability of certain groups to participate in society and economically.

Understanding and measuring fairness is where the real responsibility lies. [“Counterfactual Fairness”](https://papers.nips.cc/paper_files/paper/2017/hash/a486cd07e4ac3d270571622f4f316ec5-Abstract.html) is a promising technique that ensures model’s decisions are the same in a counterfactual world where attributes deemed sensitive such as race, sexual orientation, gender were changed.

These technical solutions are essential to determine when a system is fair enough to be released and which situations fully automated decision making should be allowed.

### An Unbiased Path with Artificial Intelligence:

**1. Acknowledge Your Privilege**

Designers (partly) “control” the message. We have a position of privilege whereas we tend to shape the narrative aligned within the “norm”. However, this norm doesn’t align with the broader population. For instance, my personal experience compels me to mark “black from African descent” as my racial identity. A stark juxtaposition with the connotations that the term “black” carries: black box, black sheep, black area. But for you could be “just” a colour or popular saying. Reflect and test your own implicit assumptions. [Project Implicit](https://implicit.harvard.edu/implicit/) by Harvard University is a good place to start.

**2. Educate all stakeholders and let them educate you**

You have to be up to date! AI and Design are fast paced fields, full of trends and cutting edge technologies. Be eager to learn and apply but always remember to establish uncomfortable conversations that question what you just learned. Is it objective, or biassed? Engage with your client, your colleague and your CEO or even other [best marketing agencies London](https://www.rhapsodymedia.com/).  Allow yourself to be educated from a different viewpoint. [Google Ai](https://ai.google/responsibility/responsible-ai-practices/) is always sharing interesting articles but remember to diversify your perspective and consider [global](https://www2.deloitte.com/us/en/insights/industry/public-sector/global-government-ai-case-studies.html) sentiments.

**3. Prioritise Transparency and Diversity**

You will make mistakes, you will fail. But own up to it and restart, assume responsibility and re-learn. Learning from it makes you a good designer, a good colleague, a good leader,  and ultimately a good person. Always be on the lookout for a diverse and inclusive pipeline for your creative and Ai team as they will be better at anticipating, spotting, and reviewing biases. On your next job opening check [Diverse](https://www.diverse-ai.org/) as they are fighting homogeneity of the AI field and the overall Tech sector. An overlooked view can give you a fresh perspective.

AI has the potential to benefit many businesses and better creative workflow but this will only be possible if we train it to not produce biassed results. AI can help humans but only if humans are working together to tackle bias. Reflecting on the initial phase of Design Thinking, ask yourself whether you are truly empathising with a marginalised group and whether biases cloud your approach.

Bibliography
[Gov UK](https://www.gov.uk/government/publications/enabling-responsible-access-to-demographic-data-to-make-ai-systems-fairer/report-enabling-responsible-access-to-demographic-data-to-make-ai-systems-fairer)
[Wired](https://www.wired.co.uk/bc/article/why-ai-bias-can-hurt-your-business-ey) 
[Indiaai](https://indiaai.gov.in/articles)
[Bootcamp UX Design](https://bootcamp.uxdesign.cc/types-of-biases-in-design-87d19e405a37)
[Reuters](https://www.reuters.com/article/us-amazon-com-jobs-automation-insight/amazon-scraps-secret-ai-recruiting-tool-that-showed-bias-against-women-idUSKCN1MK08G)
[Medium](https://medium.com/@yopaulmiranda/how-modernism-influences-todays-design-ff7b96483857)
[The Politics of Design](http://thepoliticsofdesign.com/)
[Forbes](https://www.forbes.com/sites/bernardmarr/2022/09/30/the-problem-with-biased-ais-and-how-to-make-ai-better/?sh=71971e454770)
[Jon Yablonski](https://jonyablonski.com/articles/2021/cognitive-bias-and-the-design-process-part-1/)
[HBR.org](https://hbr.org/2019/10/what-do-we-do-about-the-biases-in-ai)

Alejandra Romero