95 Connecting the Dots

Touchpoint planning is about connecting the dots before a customer experiences your brand. As such the exercise is a key part of designing strong identity programs.

Not all touchpoints are the same, nor do they have equal value. Some touchpoints happen almost all at once and, therefore, require greater continuity than those that exist separately. Some touchpoints occur regularly, which implies a kind of rhythm, while others are ad hoc, providing a little splash or surprise. Some touchpoints may go overlooked by customers, while others directly influence their buying decision.

1. American Numismatic Society
Piscatello Design Centre
Rocco Piscatello, Junno Hamaguchi

2. HTZ/Croatian National Tourist Board
STUDIO INTERNATIONAL
Boris Ljubicic

3. Community Foundation of Greater Chattanooga
Maycreate
Brian May, Monty Wyne, Chris Enter

4. Gourmet Settings
Hahn Smith Design
Nigel Smith, Alison Hahn

5. amala
Liska + Associates
Tanya Quick, Jenn Cash

6. Ila
Pentagram
John Rushworth

7. No Frizz by Living Proof
Wolff Olins
Todd Simmons, Tiziana Haug, Sung Kim, Mary Ellen Muckerman, Carmine Montalto, Beth Kovalsky, Michele Miller

8. Vertafore
Siegel+Gale
Sven Seger, Young Kim, Robert Schroeder, Lana Roulhac, Joo Chae

9. Sugoi
Nancy Wu Design
Ian Grais, Chris Staples, Nancy Wu, April Haffenden, Leanna Wilson, Joe Ramirez

10. House of Cards
Pentagram
Domenic Lippa

11. Artificio
Gabriela Soto Grant

12. Mercantile Exchange
TOKY Branding + Design
Eric Thoelke, Travis Brown

13. The Dorchester Collection
Pentagram
John Rushworth

14. BXC
BXC Inc.
Drew Dougherty, Betty Ra, Felipe Bascope

15. Rooster
TOKY Branding + Design
Eric Thoelke, Jamie Banks-George

16. Agility
Siegel+Gale
Sven Seger, Marcus Bartlett, Monica Chai, Inesa Figueroa, Holmfridur Hardardottir

17. Over the Moon
The Creative Method
Tony Ibbotson, Andi Yanto

18. Get London Reading
KentLyons
James Kent, Mark Diggins, Ric Bell, Jon Cefai, Adrian Ridley, Jon Reading

19. Yoshi’s Jazz Club and Restaurant
Chen Design Associates
Joshua Chen, Laurie Carrigan, Shadi Kashefi

20. Meredith
Lippincott
Connie Birdsall, Jenifer Lecker, Shelby Brea

Graphic identities can extend into many touchpoints in the customer experience.