If you are in the process of naming your company, believe us—we feel you. Some time ago, Moye Design was a nameless little design team. But we knew we could do wonders, driven by our passion for all things digital and our desire to always stay ahead.

We created a business and an incredible multifunctional team of UX and UI designers and found great partners in the development and marketing sectors. We even had a few fun projects to work on. But then came a moment when we had to define it all with a name. But it was easier said than done.

Ok, we started with a Viber group of teammates and friends.

Everyone contributed, but the name that would define us turned out to be a pesky little bugger. It was constantly getting away from us. That’s when we finally realized it was time to pull out the big guns—a brainstorming session.

So, the five of us gathered in our founder Bojana’s apartment, equipped with pens, markers, paper, and a lot of beer and pizza. It was a relaxed atmosphere and a comfortable space for a brainstorming session, so all the conditions were satisfied.

We started without a direction, a word dump of raw ideas. We wrote down words that we thought could be fun names, but nothing stuck. Then, we tried writing down words from a thesaurus. We filled sheets and sheets of paper with words and a few drawings—because if Prince could do it, why not?

Then we started translating words into other languages, and a few good ideas were hiding there. For every idea we liked, we Googled if a business with the same name existed and whether the domain was available.

At that time, Bojana had a thing where she would take things from people and say Moje! which means mine in our language. She also did that if someone would touch or try to pick up anything on her desk. It was a game that we were all playing eventually, an internal joke, and you could often hear someone randomly exclaiming Moje! during the day.

Somehow, we started playing with the word moje. First, we changed the spelling, adding y instead of j, and we decided it looked way cooler. Then, we realized that it consisted of the syllables of Bojana’s father’s nickname, and if you repeated the word fast, it sounded like you were calling him, which was another plus.

We googled the word to ensure it had no weird meanings or definitions. To our surprise, we found out it actually meant a few really cool things. Moye is an idyllic little village in France. Moye is also a surname and a given name, and it means “With Royalty,” and that’s totally cool with us.

The more we searched and thought about it, the more we liked it.

After a few intense hours, exhausted and drained, we finally had a name we liked. Most importantly, Bojana liked it and felt it related to the brand and vision she had imagined for the team.

As we like to say, “moye” means “mine” in our language. That’s how proud we were of our brand-new design team—it meant we were doing our thing. The point is that we feel that everything around moye.design is our project, our mission, and every client we get is our partner.

Although moye.design is the product of years of creative work and experience by its team members, it was something new for all of us at that moment. Hopefully, the name we found for our business now reflects all of its different meanings in our work.

Written by Marija Jamandilovski (Brand and communication strategist)

Great designs come out of a good collaboration between the design team and their client as both bring different things to the table. We have experience and knowledge of design, and you have an understanding of your business objectives and audience. Through our work, we are merging them to achieve a common goal – an experience a user will enjoy.

It is essential for us to have everyone involved in the design process, and always keep the conversation going. We make it a point to find the most effective ways to exchange ideas, feedback, and communicate well with our clients.

The reason we decided to write about the way we work is to share the importance of all the little steps that lead to a quality UX and UI design. Read on to find out what happens once you decide we are the team that can create the best experience of your digital product.

A Product Discovery Workshop is all about turning your project ideas into a clear, actionable plan. Whether you’re gearing up for a large project, feeling overwhelmed by too many ideas, or trying to better understand what your users need, we’ll help you get unstuck and moving forward. Our team will sit down with your key players to map out core features, set realistic timelines, and provide an honest cost estimate.

Through practical exercises focused on user goals, feature planning, and prioritizing what matters most, we’ll help you shape a roadmap that’s ready for action. With methods like MSCW and Risk/Value analysis, we can pinpoint the features that bring the most value for your MVP. The end result? A streamlined project plan and a team fully synced with your goals. Each workshop is customized to fit your needs, and we can meet online or in person—whichever works best for you.

Taking a project on, we must become well familiar with the industry our client is in, their target market, and the audience. Designers become little encyclopedias of different themes as the only way we can create the right design for the users is if we can get into their heads.

This means that a certain amount of time must be invested in research. You can provide your insights if you know the subject and the audience, or we can do the work for you.

The information we need to get in this phase concerns:

• The type and description of the industry
• Some norms that are common in the design
• More details about your target market and audience (demography, age, gender, interests, etc.)
• Competition
• Your preferences for the look, feel, and perception of your brand.

It is also a good idea that you provide some examples of the type of work you like, and, why not, some work that you don’t like. Also, try to think about your target audience and what would attract them. 

We will discuss the provided information and inspiration, as well as what can work well and what you don’t want. All this helps us decide on the direction of work and be ready for the next phase.

You don’t want users to get on your app or website, which you made sure looks smashing, and have no idea where they are or what to do and where to go next. A lot of websites and apps have usability problems, which usually stop people from coming back. So, don’t let the users hit the wall under any circumstances.

We realized that catching major usability problems early in the design process saves a lot of time and money and ensures we won’t be developing a UI that may fail. That’s why we made wireframes a part of our design process, and clients get the opportunity to review them in the early stages of a project.

After the discovery phase, creating an effective user flow is our priority in the UX phase of a project.

In our experience, wireframes turned out to be a rapid and cost-effective technique for identifying usability problems. They are a graphic representation of the main content, actions, and information on the page. They serve as a simple visual representation of the location and layout of various elements, including content navigation and interactive and functional elements.

And when we say simple visual representation, what we mean is that you shouldn’t expect the visual design of the page to be a colored version of what you are seeing. Wireframes are not designed yet, so you’ll probably see a lot of black, white, and grey, big Xs instead of pictures, and some dummy text. That’s because we aim to focus solely on the user experience and functionality without the distraction of visual design.

At this phase, you should get a better feel for whether you are solving problems in the right way for your business and, most importantly, your customers. 

So, our priority is first to create a user experience that gives both clients and the team a quick feel of how the website will work. We want to define what content and functionalities are required to meet the user’s needs and what aspects of the website must be put in place to support the journey.

At this point, it is good to evaluate how the target audience will react. Although you should test the final design, testing at the earlier stage will also save you from going in the wrong direction. It is helpful to bring the third-party to the process when it comes to testing since the team and the client become to close to the project, and a new opinion should be welcome, especially from the future user.

We can also help you with this stage, do the tests and present you with the result and adapt the design, or you can choose to do the testing on your own.

Once we are satisfied with the UX and you approve the sketches, we will move on to the UI. At this point, you will get the feel of what your website or app will look like in the end.

We now have all of the information required to produce a final design: background information on the business and industry collected, a mood board and a collection of inspirational sites that will inform the site’s look and feel, and wireframes that will guide the layout and informational hierarchy.

Keeping everything we have done up to this point, we will give you 2-3 different versions of UI for 2 or 3 key screens, and you will choose the one that you want to implement. These options are created by 2-3 designers independently so we can offer you as much variety to choose from as possible.

Even though all this might sound time-consuming, our experience shows that every step of the way serves to help avoid setbacks and missteps. Over time we’ve tailored our design process to make it as effective and time-saving as possible. Most designs require some level of iteration and refinement; however, in the case of this process, it turns out the amount of refinement is considerably less.

We arrange these parts of the plan together based on your wishes before we start the work. Every step added improves the quality of the final work. We advise you to talk to your designers and get involved in the process. Give us as much information as you can, and ask us questions. We will define how many iterations we can provide and keep you well-informed throughout the process. 

Good preparation and careful planning will lead to a smooth process that gives the best possible results in an optimum amount of time. All these steps help us avoid misunderstandings and miscommunication and save us from working on any misdirected solutions for the client and the team.  All that is left for you to do is check out our design services and decide if there is one for you, or contact us to get a custom estimate for your project.

Written by Marija Jamandilovski (Brand and communication strategist)

Crafting a strong brand identity is essential for any organization. It helps you stand out from competitors, make a memorable impression on your audience, build meaningful connections, and form the foundation of how your company looks and feels. But here’s one seemingly small thing that plays a significant role in shaping that brand identity – typography.

If you think about it, every time you see a logo, visit a website or read a social media post, typography is there, silently communicating with you. The fonts, the sizes, the spacing—every little detail contributes to the overall perception of a brand. Typography has the power to evoke emotions, convey messages, and create visual appeal. It’s like the unsung hero of brand identity.

So, let’s explore why it is so important. We’ll uncover its influence on visual recognition, how it conveys your brand’s personality and values, and the emotional connections it can create with your audience.

Typography is no ordinary accomplice to language—it’s a transformative force that can breathe life into words, redefine their essence, and influence our perceptions. The choice of typeface holds the power to evoke emotions, set the ambiance, and shape the very fabric of communication. It’s a fascinating reminder that typography is not just a visual element but a storyteller in its own right.

So what can we do with the right choice of typeface?

Which party would you rather go to? What kind of fun do these two different typefaces promise to deliver?

Which party would you rather go to?

Who would you hire? Which of the Annes promises to keep your baby safe?

Who would you would you trust more?

As you can see, a simple change in typography can breathe new life into words and alter their meaning. But things can easily go wrong if you don’t pay attention.

Let’s dive into the dark side of typography and explore how a bad choice can wreak havoc on your identity. Trust us, the consequences can be dire. 

Have you heard the infamous tale of the team that discovered the “God Particle” and their choice of typography: Comic Sans? In a truly unexpected turn of events, the team’s monumental scientific discovery was overshadowed by a font that is associated with casual, playful contexts rather than groundbreaking scientific breakthroughs. The use of Comic Sans in their announcement raised eyebrows, eliciting mixed reactions from the scientific community and the general public.

While some found it endearing and relatable, others criticized it as a lack of professionalism or a trivialization of their accomplishment. The incident serves as a reminder that typography holds immense power in shaping perceptions.

Ah, the enigmatic case of the Avatar movie logo and its unexpected choice of typography: Papyrus. Papyrus is considered an overused and poorly designed font that does not convey the level of sophistication and uniqueness expected for a high-budget blockbuster film.

While the movie itself was a visual masterpiece, the typography choice left some perplexed. It sparked discussions and debates, with some criticizing it as a lack of originality or attention to detail. 

It drew attention away from the movie itself and became a source of ridicule and memes, even becoming a hilarious SNL skit.

• Lack of visual appeal
  Picture this: you come across a brand with a font that looks like it belongs in the ’90s. Instantly, it gives off an outdated and unprofessional vibe. A bad choice of typography can make your brand appear dull, uninteresting, and unappealing. And let’s face it, if your typography fails to capture attention and create a positive impression, potential customers will swiftly move on to something more visually enticing.

• Inconsistent brand messaging
  Typography is more than just pretty letters; it’s a powerful communicator of brand personality and values. But here’s the problem: choosing a font that doesn’t align with your intended message can lead to confusion and disconnect. Imagine a brand aiming to convey a sense of trustworthiness and reliability yet using a whimsical and informal font. It’s like wearing a tuxedo to a casual beach party. The message gets muddled, and your audience is left scratching their heads.

• Poor readability and legibility
  Let’s not forget that typography needs to be readable. If your chosen font has overly intricate or decorative letterforms, it can quickly become a nightmare for legibility, especially at smaller sizes or on different platforms. And let me tell you, nothing frustrates users more than squinting at their screens or struggling to decipher your brand’s messages. It’s a surefire way to lose their attention, trust, and, ultimately, their business.

• Lack of differentiation
  In a sea of brands vying for attention, standing out is absolutely crucial. But here’s the catch: if your typography fails to differentiate your brand from the competition, you’ll end up lost in the crowd. Your font choice should be like a fingerprint, uniquely capturing your brand’s essence and setting you apart. If it’s generic or uninspiring, it becomes a missed opportunity to leave a memorable impression on your audience.

• Incoherence across platforms
  Consistency is the glue that holds your brand identity together. Imagine this: your website uses one font, your social media profiles use another, and your packaging showcases a completely different one. It’s like watching a circus without a ringmaster—it’s chaotic and confusing. Incoherent typography choices across platforms create a disjointed and unprofessional image. And let’s face it, if your brand can’t keep its typography game consistent, how can customers trust you with anything else?

When it comes to selecting the best typefaces for digital products, there are a few key considerations to keep in mind. You want fonts that are not only visually appealing but also legible, versatile, and suitable for the digital medium. So, here are some suggestions of top-notch typefaces that can work wonders for digital products:

Selecting the right typeface depends on the specific context and brand personality of your digital product. The suggestions above are versatile and widely appreciated, but we’ll always take the time to consider unique requirements and align the typeface with your brand’s identity.

In this age, everything in our lives depends on digital products, and information overload is the norm. That’s why ensuring legibility and readability is crucial for effective communication. The proper selection of font size, spacing, and contrast contributes to the seamless absorption of your message, enhancing the user experience and preventing frustration. Investing in typography that effortlessly blends visual appeal with functional clarity lets you easily captivate your audience and deliver the message.

Typography has the remarkable ability to set the tone and personality of your brand, transcending mere font selection. Each typeface possesses unique characteristics, ranging from commanding authority to exuding elegance. By meticulously choosing the right typography, you can effectively communicate your brand’s values, mission, and personality, instantly capturing the attention and interest of your target audience.

Consistency is the cornerstone of brand recognition. When your typography remains cohesive across all platforms—be it your website, social media, or marketing collateral—it creates a unified and indelible brand experience. Employing a consistent typography system ensures that your brand becomes easily recognizable, reinforcing a sense of trust and professionalism that resonates with your audience.

Typography, as an art form, has the power to evoke emotions and shape the perception of your brand. You can cultivate a sense of friendliness through playful and rounded typefaces, while bold and sharp fonts establish authority. By understanding your audience and aligning your typography choices accordingly, you can forge an emotional connection that strengthens brand loyalty and fuels lasting relationships.

Ensuring legibility and readability is imperative for effective communication. The right font size, spacing, and contrast contribute to the effortless absorption of the brand message, enhancing the user experience and preventing frustration. Invest in typography that seamlessly blends visual appeal with functional clarity to captivate your audience.

Good UX design also fosters brand loyalty among users. When users consistently have positive experiences with a brand’s digital product or service, it cultivates loyalty and encourages repeat usage. Satisfied users are more likely to become brand advocates, sharing their positive experiences with others and contributing to word-of-mouth marketing. Brand love is fostered when users not only enjoy the product but also become enthusiastic promoters of the brand.

In a saturated market, differentiation is the key to carving a niche. Typography serves as a potent tool for standing out from the crowd and gaining a competitive edge. By daring to experiment with unconventional typefaces or employing imaginative font combinations, you can craft a visual identity that mesmerizes and intrigues your audience. Strive for a typography system that reflects your uniqueness, positioning you as a distinct player in the ever-evolving market landscape.

To sum up, typography is not a mere embellishment; it is a pivotal element in shaping your brand identity. By carefully considering the tone, consistency, emotional impact, legibility, and differentiation of your typography choices, you can create a brand that resonates deeply with your target audience and leaves an indelible mark. Investing in thoughtful typography will not only enhance your brand’s visual allure but also contribute to its overall success in the fiercely competitive business realm. So, embrace the power of typography and observe as your brand identity flourishes in the hearts and minds of your customers.

If you need help creating your visual identity, contact Moye team.

Written by Marija Jamandilovski (Brand and communication strategist)

The logo is a symbol that represents your brand, and probably the most important part of your visual identity. As soon as you name your business, start with building the visual identity; and, in most cases, start with the logo which will be the first point of contact with your customers, and the first association with your brand later on.

A good logo will help you build brand recognition and can become the foundation of an effective marketing strategy. It can also communicate some vital information about your product or business to your client – the industry you exist in, the service you provide, your target demographic, and your brand values.

We’ve already talked about our design process, but bear in mind that the logo design has its own characteristics. As you are the ones who know your business and brand the best, we will need your help at the beginning.

We need information, and the best way to start is getting to know your brand. Your answers will help us get a better insight into your industry, target audience, business, and wishes for the message you want your brand to send.

If you need help to define or better understand what your brand needs to be, who is your best audience and how to best communicate your value to them, we can help you with a brand strategy session.

This is some of the information we will need:

What product or service does your business offer?

Who are your competitors, and how do you differ from them?

Who is your target audience, and who is your most ideal customer?

What was the idea behind the business name?

Another important thing is that you make sure to provide us with the exact name of your business. Let us know whether it’s title or sentence case, if it has a specific spelling, do you want some other text included in the logo; does it stay within the logo or should it be removable.

Once we gather all the info and inspiration, we can start creating a logo that will present the best image of your brand and business to your target audience. To achieve this, we will make sure that your future logo has several important characteristics.



We aim to create logos that are simple and memorable. A logo needs to stand the test of time, and we will make sure that it stays durable and effective for several decades.



An effective logo will be versatile and thus able to work across a variety of mediums and applications. And most importantly, it will be original and recognizable.

Our designers will create 2 or 3 different versions of the logo so that you can see different directions and styles, and finally choose the one that suits you the best.

And now some info that can help you decide on the best options for your brand.

Every logo consists of some basic elements – typography, graphics, and colors. Combining these elements gives different types of logos that are more or less suitable for different kinds of products and businesses. Each type of logo gives a brand different feel, and if you are not sure which one is the best for you, here’s a little guide that can help you.

Do you know what the Home Box Office is? No? What about HBO? It’s the same thing, only the company used just the initials to make a more straightforward and more memorable logo.

Monogram logos or lettermarks are logos that consist of letters, usually brand initials.



It is a good option for businesses with long and complicated names. However, if you are in the process of establishing your business and want to get your name out there, you might want to consider a combination logo, and use the full name combined with initials.

A wordmark or logotype is a font-based logo similar to a monogram, although instead of just initials it shows the full name of the company. Google, Visa, and Coca-Cola logos are a great example.



The wordmark logo is a good solution for businesses with distinct and memorable names. Right font choice can make a difference and make your name stick to customers’ minds.

A pictorial mark, brand mark, or logo symbol is an icon or graphics-based logo. This is probably the most common type of logo, and it is based on the graphic representation of the brand name, like Apple and Shell.

This type of logo is suitable for rebranding for the companies or products with an established name. The image representing the brand needs to be so recognizable and instantly connected with the name, so it is best to use it for established businesses with strong brand recognition.

This type of logo is a geometric shape that represents your brand through specific colors and forms. Adidas and Pepsi use this type of logo for their brand. With this type of logo, you get a one of a kind symbol of your brand.

Just like symbols, this type of logo is better used for established, well-known brands. 

A mascot is an illustrated character that represents your brand. These characters are often used as ambassadors for businesses. They are colorful and cartoonish, and most appealing to families and children. One con is that they don’t always look good on printed materials.

This type is good for businesses that want to encourage interaction with the brand, and it is an excellent tool for social media marketing. 

This is the most versatile, and thus most often used type of logo. It consists of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. There are many options for combining and positioning these elements to create a recognizable logo. The combination of elements is useful since it helps your audience connect your brand name to the symbol or mascot. At some point, you will have a recognizable symbol to use without the words.



Some of the companies that use combination logos are Burger King and Lacoste. This logo is suitable for any type of business due to its versatility.

An emblem logo consists of text inside a symbol or an icon. These are usually badges, seals, and crests. Emblems have a traditional feel, so they are often used for educational or government establishments. If they are made with more detail, they can be hard to replicate on promotional material.

Emblems are often used for food and beverage businesses, and one of the most familiar logos of this type is the Starbucks logo. It is very suitable for drink labels and coffee cups.

If you are in the process of building your brand or rebranding, pay special attention to the logo design. It will be one symbol that will be most associated with your brand so you want it to be unique, original, and recognizable to your audience. 



You can contact our team at any time and we will help you make the best decision and create the logo that will create the connection between your brand and your clients.

Written by Marija Jamandilovski (brand and communication strategist)

Brand strategists and UX designers often coexist in the same companies (design or other). But it seems that they rarely sit at the same table when it comes to building digital products. While brand strategy is commonly associated with advertising and established giants like Apple or Coca-Cola, its role in startups, especially ones building digital products, is often overlooked.

This disconnect is evident not only among design professionals but also in the focus and requests of clients. Some prioritize creating user experience for new products, neglecting brand strategy. In contrast, others will invest heavily in visual identity and marketing tactics for established brands, disregarding the importance of enhancing the product experience.



But brand strategy and UX design are two sides of the same coin. They share a common goal: solving problems by understanding people and what they need. When these disciplines work harmoniously, they will strongly impact a brand’s identity, perception, and overall success.

Businesses are slowly but surely moving forward from the notion that brand is simply their logo and visual identity and starting to think strategically. At its core, brand strategy defines a brand’s purpose, values, and personality. It encompasses positioning, target audience, and unique selling points that differentiate a brand from competitors. Brand strategists work closely with clients to develop a comprehensive understanding of these aspects and translate them into actionable strategies. Defining this core establishes a foundation for the rest of the work – everything from visual identity to communication strategy, from HR to PR, especially including the UX. The brand strategy guides a business in decision-making in all of these areas by providing insights into what a product needs to accomplish for its users and in what way.

Empathy is crucial when building (digital) products AND brands. It is THE (not-so) secret weapon of both brand strategists and designers. While logic may inform decisions, science says that emotions drive about 95% of them. People connect with brands the same way they connect with other people – based on feelings. And they become attached to those they feel connected to. Brand strategy defines how to create these emotional bonds. By understanding how people need to feel about a brand, designers can tailor a user experience to evoke the desired emotional response.

A brand strategy helps define the goals and objectives for a digital product, always keeping a user’s perspective in focus. It provides a deep understanding of a target audience and thus sets a foundation for a user-centric approach. It guides the design and development process, ensuring the product aligns with brand values while meeting user expectations and solving pain points.

A well-defined brand strategy outlines the brand’s personality, values, and voice. This information is essential for creating a consistent and cohesive UX. The brand’s personality and voice should be reflected in the tone of the copy, visual design, and interactions within the digital product. This consistency helps users develop a strong association between the brand and the digital product, fostering trust and brand recognition…

A brand strategy helps to establish an emotional connection between the brand and its users. Through UX design, the digital product can evoke specific emotions aligned with the brand’s intended perception. Through visual aesthetics, interactive elements, or storytelling, the UX can elicit emotions that resonate with users and reinforce the connection with the brand. 

The brand strategy provides guidelines for visual design and branding elements within the digital product. It defines the color palette, typography, logo usage, and other visual assets contributing to the overall brand identity. By incorporating these elements into the digital product’s UI design, the UX becomes an extension of the brand, creating a seamless and recognizable user experience.

A cohesive brand strategy ensures consistency across different touchpoints, including the digital product. Users who interact with the app should experience a seamless transition from other brand touchpoints, such as the website or marketing materials. Consistency in branding elements, messaging, and user interactions builds trust, reinforces brand identity, and enhances the overall UX.

A well-executed brand strategy integrated into the UX contributes to user retention and loyalty. It helps in determining the best ways a product should interact with the users so they are likelier to develop a strong connection with the brand. This connection fosters loyalty, encourages repeat usage, and promotes advocacy among users.

User experience encompasses users’ overall experience while interacting with a digital product or service. It focuses on creating experiences that are intuitive, enjoyable, and valuable to the user taking into account various factors, including usability, accessibility, visual design, information architecture, and interaction design. And it aims to understand user needs, behaviors, and motivations, ensuring that the design meets those needs effectively.

A well-designed user experience considers the context in which users interact with the product, providing seamless and meaningful experiences across different devices and platforms. It prioritizes simplicity, clarity, and efficiency, reducing friction and cognitive load for users. By incorporating these characteristics, UX design aims to create experiences that not only meet user expectations and solve their problems but also evoke positive emotions and leave a lasting impression.

UX designers possess a deep understanding of human behavior, cognitive processes, and usability principles. They leverage this knowledge to design interfaces, interactions, and workflows that facilitate seamless navigation and enjoyable interactions with digital products.

A well-crafted UX design evokes positive emotions and experiences for users. When users have an enjoyable interaction with a digital product or service, it creates a positive perception of the brand. Good UX can tap into users’ emotions, delight them, and create a memorable experience that fosters a strong emotional connection with the brand.

A well-executed brand strategy integrated into the UX contributes to user retention and loyalty. When users have positive experiences interacting with a product, they are likelier to develop a strong connection with the brand. This connection fosters loyalty, encourages repeat usage, and promotes advocacy among users.

Good UX design focuses on simplicity and ease of use. When users can effortlessly navigate and accomplish tasks within a digital product or service, it enhances their overall satisfaction. By removing friction and reducing cognitive load, good UX enables users to achieve their goals efficiently. This streamlined experience contributes to a positive brand perception and builds trust in the brand’s ability to deliver on its promises.

Good UX design focuses on simplicity and ease of use. When users can effortlessly navigate and accomplish tasks within a digital product or service, it enhances their overall satisfaction. By removing friction and reducing cognitive load, good UX enables users to achieve their goals efficiently. This streamlined experience contributes to a positive brand perception and builds trust in the brand’s ability to deliver on its promises.

Good UX design also fosters brand loyalty among users. When users consistently have positive experiences with a brand’s digital product or service, it cultivates loyalty and encourages repeat usage. Satisfied users are more likely to become brand advocates, sharing their positive experiences with others and contributing to word-of-mouth marketing. Brand love is fostered when users not only enjoy the product but also become enthusiastic promoters of the brand.

In a crowded marketplace, good UX design can be a crucial differentiator for a brand. When a brand invests in delivering exceptional user experiences, it sets itself apart from competitors. Users are more likely to choose and stick with a brand that consistently delivers a superior UX over those that offer a bad or frustrating experience. Good UX design creates a competitive advantage and helps a brand stand out as one that genuinely values its users.

The connection between UX and brand strategy lies in the fact that both disciplines share a common goal: to create a consistent, compelling, and memorable experience for users that aligns with the brand’s purpose. When UX designers fully understand the brand strategy, they can incorporate its elements into the design process, ensuring that the user experience reflects the brand’s personality, values, and objectives.

A strong connection between UX and brand strategy yields several benefits.

Coherent brand experience across all touchpoints is very important. Users should feel a sense of familiarity and consistency when interacting with a brand’s website, app, or other digital platforms. This consistency fosters trust, recognition, and a strong brand identity.

Aligning UX with brand strategy enables brands to differentiate themselves in the competitive marketplace. By designing experiences that reflect the brand’s unique attributes, values, and value proposition, UX designers can help brands stand out and leave a lasting impression on users. This differentiation contributes to building brand loyalty and advocacy.

By involving both brand strategists and UX designers from the start, we ensure that the brand’s essence is intricately woven into every aspect of the user experience. Together, we explore the brand’s unique selling points, target audience, and competitive landscape and then translate these insights into actionable UX strategies.

Uniting brand strategy with UX design requires a strategic and collaborative approach that incorporates the insights and expertise of both. This way, brands can create experiences that resonate deeply with their target audience.

Here are some specific strategies that foster alignment and collaboration.

User personas represent fictional characters that embody the characteristics of the target audience. To align them with the brand strategy, it is crucial to associate each user persona with a corresponding brand archetype. For instance, if the brand aims to be a trusted advisor, the user personas should reflect the qualities of individuals seeking expert guidance. This alignment ensures that the UX design resonates with the intended brand perception.

User journeys illustrate the path users take while interacting with a product or service. By mapping user journeys with brand touchpoints, UX designers can identify key moments where the brand’s values, personality, and messaging can be integrated. This integration ensures that the brand’s essence is consistently conveyed throughout the user’s experience, reinforcing the brand strategy at every stage.

A design system serves as a centralized resource that outlines the visual and interactive elements of a brand. By incorporating brand guidelines, typography, colors, and UI components into the design system, UX designers can ensure that the UX aligns seamlessly with the brand’s identity. This ensures consistency and cohesiveness across all touchpoints and enhances the brand experience.

To create a cohesive brand experience, it is vital to involve the brand team in the UX design process. Collaboration between brand strategists, marketers, and UX designers ensures everyone understands and embraces the brand strategy. Regular meetings, workshops, and feedback sessions provide opportunities for cross-functional discussions, fostering a shared understanding and alignment between brand strategy and UX design.

Periodically reviewing and auditing the brand’s touchpoints and user experiences can reveal areas where the UX design may deviate from the brand strategy. These audits can identify inconsistencies, gaps, or missed opportunities to reinforce the brand’s values and messaging. Based on the audit findings, UX designers can make adjustments and refinements to align the UX with the brand strategy more effectively.

Maintaining open channels of communication and fostering collaboration between the brand team and UX designers is critical. Regular check-ins, brainstorming sessions, and shared documentation platforms enable ongoing discussions and updates. This continuous collaboration ensures that any changes in the brand strategy or UX design can be communicated, understood, and integrated smoothly, avoiding any disconnections.

When conducting user research, it is essential to consider the brand’s desired perception and align the research objectives accordingly. Insights gained from user research should be filtered through the lens of the brand strategy, identifying opportunities to enhance the brand experience. By integrating user research findings into the UX design process, designers can create experiences that resonate with users and align with the brand’s values.

Collaboration between UX design and brand strategy is no longer a luxury—it’s a necessity.

People at the Moye team are all about creating a holistic approach encompassing every touchpoint of your brand. We want to understand every aspect and build a design that does the hard work. Combining the power of UX design, creating seamless and intuitive experiences, with the strategic vision of brand strategy, we’ll create experiences that make your product stand out and attract lifelong users.

Written by Marija Jamandilovski (brand and communication strategist)

Working on UX and UI for mobile and web, we often found ourselves entangled in a web of client and user requirements. This included endless lists of unprioritized features, blurry goals, missed target users, and, worst of all, missed deadlines and exceeded budgets.

So we started detangling, reading, learning, and mapping out the solutions, going through many workshops ourselves. Finally, combining our experience and a few well-known methodologies, we came up with a solution that yielded the most effective results, and we’ve never looked back. We are currently working on several large-scope projects that started with these workshops, and we are happy with the outcome.

So far, 3 types of clients/projects have benefited significantly from our Product workshops. We are also happy to say that all the clients who went through workshops continued working successfully with our teams, even though it was never a prerequisite.

1. Clients who know what they want to create but do not have a clear idea of how to do it and what should be involved in the project:

2. Clients who managed to establish a more clear idea of their project, but got stuck with too many ideas and features:

3. Clients who are planning for a large-scale project and need estimates of budget and deadlines, prioritization of work, and timelines:

Usually, clients come to us with a vision and a head full of ideas. If these ideas aren’t streamlined and prioritized, we’re in for some unpleasant surprises along the way.

Remember that these are not Design Thinking workshops (although we can do those too). We combined several methodologies, such as design thinking and lean UX, with different experiences from our team members. So this is something that we’ve had a lot of experience with, and we’ve managed to find the sweet spot and make it work.

As you can see, these workshops will help both our clients and our team establish expectations from the project and the people involved. This is why it is vital that we meet each other and that we all get familiar with the project.

From your team, those should be the people who are most familiar with the idea and vision of your project and who will be involved in the execution. Our team provides a facilitator who will guide everyone through the process. Additionally, our senior UX/UI designers will be responsible for the project, and a senior developer will advise on the technical aspects of requirements and features.

You can also let us know if you feel that some people from your team should only be included in some parts of the workshops. However, if the workshops are longer than one session, at least one of your team members from the previous session must be present.

Our practice is that the workshops last around 4 hours. It is really hard to keep the teams focused and concentrated for longer than this. This is why we advise spreading the workshop to more than 1 session if it takes more than 4-5 hours. 

Every workshop is different, and our facilitator will prepare it depending on the client and project. As we mentioned earlier, clients have different needs depending on the project’s scope or how defined their vision is. Because of this, a one-size-fits-all solution does not work here.

After the workshop, we will prepare a document with everything you need to start working on your project immediately. Depending on the workshop’s objective, you will have a project roadmap. This may include the main goals the product needs to achieve, defined target users, MVP definition, or prioritized features. Just like we customize the workshop to your needs, so is the output document. We will determine the output list during the process. Once we prepare this document, it becomes valuable input for any design and development team. This allows them to start the development immediately.

Discovery is an essential phase of the product development process. Our team can carry out smaller projects independently via email exchanges or kick-off meetings. However, this approach can lead to many wasted hours and misunderstandings for more complex projects. The workshop helps clients and the team set the right expectations by going deeper into the idea, better understanding the goals, and predicting and defining possible obstacles.

It may seem like this process takes up much time, but it’s an investment. In the long run, it saves you resources and nerves. With the established roadmap, we can predict a realistic timeline. This allows our clients to plan their budgets and stay aware of the progress.

Our team is ready to answer any of your questions, so feel free to reach out anytime. While you’re processing all the information about the workshops, you can look at the projects we were lucky to work on so far. We’ll be happy to get the chance to add yours to this list one day.

Written by Marija Jamandilovski (UX and content writer)

The job of a UX writer is to create the text that leads users through your digital product, or in other words – writing microcopy. Good microcopy is an integral part of good UX design, and it presents the signposts that help users move through an app and finish the task they need to do effortlessly and without obstacles.

Microcopy is all the text in the user interface that helps users do something. For example:

Text in your digital product should not be an afterthought. From the psychological side, people tend to treat machines like living beings and create a connection when they feel like they’re having ‘’a conversation’’ with their device as if it were a real person. This happens because when someone or something addresses us using language, our brain immediately responds to the other party as a human. 

Developers were the ones creating the first texts in computer interfaces, and they did not necessarily think about psycholinguistics when squeezing words into their interfaces. Back then, they didn’t need to think about their audience because that audience was other developers. Today, however, your audience can be anyone worldwide, so you need to take a far more serious approach to the text in your digital product if you want to connect with them.



UX writing is essential to modern UX design. The biggest players in the industry, Google, Airbnb, Facebook, and Booking, caught on early and created teams of writers working just on their microcopy.

404 page on the Pixar’s website

The wrong choice of words in your digital product can cause several problems for users. Because of the wrong message, they can get stuck and not know what to do next. A wrong CTA button can make them apprehensive to take the next step if they feel it’s too much of a commitment. In the worst-case scenario, they will simply leave if they are led to frustrating situations like these.

Google’s UX writing team knows this well, and here’s an example they shared from experience. In 2017, the writers working on Google Booking changed the text on the CTA button ‘Book a Room’ to ‘Check Availability.’ As a result, engagement was raised by 17%. It turned out that the first label made users feel like they were making a greater commitment, while the second felt like they had the option to change their minds.

Example:

Ideally, have a writer as part of your product team and involve them in the UX process from the beginning. The writer needs the same information that the UX/UI team needs, and you’ll save time when you have everyone on board from the start of the project. 



UX writing gives your product a voice and builds a proper connection with the user. That is, in the end, the goal of the whole team – to focus on the users and create a product they want because it satisfies their needs and is easy to use.

• Describe your brand or provide a brand book. (If you have a well-defined brand, it will pretty much contain the answers to all the other questions, which is a big time-saver.)
• Who is your target audience? (Give as much detail as possible.)
• What is the tone and voice we should use? (Formal/friendly, technical language, slang, etc.)
• Are there any rules or predefined terms you want us to use?
  
• What is the language of the app/website?

Even to write just a few sentences or just one screen of your app, the writer needs to know the project, use the correct language, know the brand, audience, etc. Working on a text without context will most often lead to many corrections later and thus lost time.

If a writer jumps into the project, it will also take time for designers or developers to explain everything to the writer if they want to get a suitable copy. They must explain the whole project to give the proper context for one screen or a message. 



If the writer creates the copy without context, there’s a good chance it won’t follow your brand or your idea. It might miss the tone you wanted, or the writer might not be familiar with the terms and type of language used before. 



All this can take up additional time for corrections or consultations for both writers and the rest of the team. Worse of all, the possible inconsistencies in the communication can completely confuse your users and make them leave the app or website. 

Being a part of the UX process, UX writing goes through all the stages of the process – from research to testing. The writers will need to do some research of their own to get to know your project and get familiar with what your audience and competition are doing in terms of language. To ensure everything works well, some testing will be needed, and some tweaks and improvements will lead to better UX and better results for the product.

As you can see, just a few simple words can significantly impact your business. The job of a UX writer is to make sure every step of the user flow is focused on the user’s needs.



Each product is unique. You should give it a personality – create your brand and make sure it communicates effectively with the audience. Good copy as a part of the quality UX will ensure this, so hire a professional team that understands all the nuances of UX.

Written by Marija Jamandilovski (UX and content writer)

So, what happens when a company grows from 2 to 20 people fast and successfully develops the business? The business is able to serve more and more clients gaining more expertise or developing a successful product. But they eventually realize they put most of their energy into their clients’ businesses and their own gets left behind. 


In cases like this, the abstract idea of the brand exists somewhere in the back of the founder’s mind, but stays undefined, existing without their control or the awareness of how crucial strategic use of it can be for the business. 

A few years ago, our partners at qsense decided their website and visual identity were long overdue for a refresher. And we realized that their business has matured to the point where they needed to take control over the brand and finally start shaping its strategy.

Their website had been created a long time before, in a hurry, and because they needed one. It worked for a while. It’s what they wanted at the time, but unfortunately, it failed to grow with them. It got to the point where they felt that the qsense logo, visual identity, and website did not follow what their business had grown to become.

They trusted us with the whole process of rebranding and building up a new website from scratch, and we challenged them to start thinking about their brand more seriously. Here’s how it all went down…

As for the original qsense website, the team told us it did the job it needed to do at the time. They’d made it on their own – the design, copy, and of course, coding. It simply and shortly stated the services on the home page and showed several team members and their roles. 



At one point, they realized that neither their website nor visual identity represented the qsense team. It became pretty outdated. It was hardly informative. There wasn’t enough relevant information about their services, team, or portfolio of work. It did not give a chance to their target audience to connect with their business. 



They repeated how they’re aware it required more time and effort. And they kept trying to find time to continue working on it, and later on to make a new website. But years passed, and naturally, growing the company and clients’ projects were always more important than anything.

We find workshops a fantastic opportunity to get to know our clients and their needs and save precious time. They help us set clear goals, timelines, and budgets for projects. Beginning this project, we knew that we needed something different than our usual product workshops. 

It was evident that the qsense team required more work on uncovering and defining their brand. They are an IT company operating in a very competitive landscape. What we needed to find out together was how they were different from everyone else. Now, don’t get us wrong, we don’t think that we can create a full-on brand in 4 hours, but this was an important conversation to start. We needed to at least set a firm foundation. 



So we created a quick custom workshop to help them get a bit deeper into where the company stood at the moment, where the team saw it in the future, and what sets them apart from the competition. Our first important goal was to define a brand that reflects the values and mission of the qsense team. 



The workshop aimed to transform the idea of the qsense brand into something tangible. We helped them get a clearer picture of what they wanted by talking about their motivation, future, and position in the industry landscape. They came in prepared with open minds and a sound idea of where they see their business in the future. They got out with solutions and a more exact idea of what the qsense brand needed to become. 

Since the site is mostly presentational, we’ve decided to lean on content as the base for the UX. Our goal was to present the story of qsense through their values and make the brand alive and relatable. The UX/UI designer and writer worked together to establish the layout of the pages. Only after that did we move on to writing the text, which would further dictate the pages’ structure. 



In both text and design, we focused on 2 things – conveying the key messages and telling a story. Simultaneously, we wanted to allow the reader to get the essential information quickly and without being overwhelmed. As much as we were eager to tell a coherent story, we ensured that all the necessary information could be found after a few seconds on the page. But after this, the reader could be pulled deeper into the text to get more details and a more in-depth story, which eventually establishes connection and trust.

As for the tone of voice, we used a semi-formal style that’s most comfortable for the audience in Switzerland, where the qsense base is. It is neutral enough to be well-accepted by readers worldwide, but we’ve managed to make it warm enough to sound knowledgeable but friendly. We wanted to avoid sounding too dry or corporate, so we’ve created the voice of an innovative hands-on team of experts.

Our goal was to base the communication on the most important of the 3 values we established in the workshop, Trusted partnerships. Their focus is on creating strong relationships both with their clients and other businesses, which are also the most important audiences for their website. These were the audiences we were creating a conversation with. The text had to express what’s important to the team and effectively communicate why qsense services and the team were the best choice.



How did we describe this value throughout the website pages? The qsense website states a wish to create meaningful connections from the very beginning. These connections are made through building trust. Their goal is to gain the client’s trust by offering a complete set of exceptional services, choosing the best technologies as tools, and creating an expert team. And finally, by presenting a portfolio that shows previous work and partnerships that are already built. 

The one thing the qsense team was adamant about was that the logo needed to be in the shape of a letter Q. And why? It was another expression of their values. The Q in their name stands for quality. To them, it’s the only way to work and create that makes sense. It’s the quality they make sure to provide to their clients (because we would add, only half-jokingly, of their 6th sense for it). With this information and the Brand Starter Workshop’s output, the design team worked on redesigning the qsense logo.



Building Trusted partnerships is the value that led us in creating the visual identity too. We designed several options to decide on the right direction. We explored the possibilities of merging the Q shape with a cog (suggesting that qsense works like a well-oiled machine), an arrow (symbolizing the right direction), and a ray of light (symbolizing a path to a goal). We finally settled on a pin-shaped Q with a user icon shape in the middle. 

The idea is that the pin shows people that with qsense, they found the right place for their business. And in the center of everything qsense does are people, their customers, users, partners, team, and any person in the world their work affects.

And there’s another small thing we added as a bonus. The triangular shape at the lower right corner of the logo gives the whole image a look of the sticker being removed, indicating there is much more below the surface.

As for the color palette, blue tones were the first choice as their symbolism best correlates with the company’s values. Blue evokes feelings of trust, strength, and dependability. We’ve added some complementary shades of green for accents to break the overly corporate mold. We kept the palette simple with the white background. The aim was to achieve a light and airy feel. 



As this site required a lot of text, we used typography to create a clear structure. We decided that the simplicity of Barlow is the best choice for headlines but needed to pair it with another sans serif font for the body of text to add visual interest. Roboto, a sans-serif geometric font with open curves, was a perfect addition to the clean and minimalistic look we wanted to achieve.

Finally, working on the website’s UI, we aimed for a clean and minimal look but wanted to avoid it looking clinical. The idea was to create something creative but still mature and not overly corporate. The most important thing was to structure the information well and avoid having large blocks of text that would be hard to read.

Before (old qsense website)

After (new qsense website)

These are the pages we decided to make:

Home
Shows visitors why qsense is the right team for them. Gives an introduction to the company’s mission, explains what the company does and how it works. 

Team
Shows the expertise of the people and technologies the team uses to give visitors confidence their project is in good hands.

Services
Gives a more in-depth explanation of the services and their benefits for the clients.

Portfolio
Gives an overview of previous projects, so the visitor has an insight into the team’s experience and expertise.

Every element we’ve created serves an overarching purpose of the website – to present a team of experts who offer high-quality cloud services and web apps, and build trusting long-term partnerships with their clients. Our job was to help visitors (and search engine bots) understand this from the moment they enter the site.

Finally, after months of work, the qsense website with a fresh new story and look was ready for the world. It had been a fantastic experience to work with their team and to make a firm foundation for building their brand. We are happy that we got to help them create their story both through design and words. Creating a brand and setting its strategy is a journey and they made a solid first step on it. 

If you have questions about this process or any difficulties with your own redesign or defining your brand, feel free to reach out. To read more about our clients’ experiences with us, head over to Design Rush and see what they have to say.

We are here to help! Moye Team

Written by Marija Jamandilovski (Brand and communication strategist)