There various different understandings of “emotion” and the role emotion plays in design. 

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A brand is a life source. A living, breathing, emotive entity, a brand the sum total of interconnection, influence and experience. 

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In designing for emotion, we define the interwoven filaments of the fabric a brand in the form of brand architecture. Brand architecture, otherwise known as the anatomy of the brand is the framework for growth and change — an apparatus for a brand to develop, expand, respond, and recast with the times.

In architecting a brand and designing for impact, it’s important to assess the soul of the entity — the emotional infrastructure. Emotions are a human attribute that influence and leave an impact. They are the undercurrent of credence. 

When we think of brands as vessels for emotion, our frame of mind shifts.  When we regard a brand as a vehicle that contains, nourishes, nurtures, and comforts, the entity becomes life-giving with a heartbeat that is indispensable. 

It is when we hold the space for a life source with embodied emotion, that our design decisions can engage on three cognitive levels—visceral, behavioral, and reflective. An invitation by way of design to foster a sense of connection, deepen relationships, create value, and leave an impact. 

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