Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are only one part of interactive brand identity. The importance of mobile apps for smartphones and tablets has grown exponentially in recent years, while interactive touch points and billboards are increasingly found in the real world. The interface is now the brand.

Branded Interactions is designed to guide the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the marketplace.

All the sections are packed with real-world examples, case studies, and interviews with experts from leading brands and interactive agencies. A wealth of design documentation and diagrams helps to build a solid framework for any project, incorporating brand strategy at every stage while remaining flexible enough to incorporate change and creativity.


Branded Interactions is a practical handbook for professionals in the field of digital media and those just starting out. It provides help and inspiration for all those involved with or interested in the design of interactive brands, whether beginners or professionals. It can be used by freelancers, lone designers who work for smaller local companies, and by concept developers and designers at big agencies working on international brands. It’s useful for:

screen and interface designers
interaction designers
content developers and information architects
Flash and motion designers
information designers and generative designers
corporate designers
product designers

In addition, the book offers helpful information on project planning and methods for all those who work on BIxD projects, on both the agency and the client side:

brand consultants and strategic planners
project and product managers
brand and marketing manager
web and software developers


Branded Interactions contains 11 Interviews with leading experts:

Tom Acland Managing Director at Razorfish Germany: “Design and Technology”
Brian Gillespie Principal at Continuum: “Service Design”
Alexander Wipf Head of Strategy at Leo Burnett, Germany: “HumanKind and Digital Brand Strategy”
David Linderman Creative Director at Hi-ReS! New York: “Digital First”
Prof. Michael Zöllner Hochschule Hof, Germany: “Gesture Interaction”
Markus Aller Teamlead Online at HUGO BOSS and
Joachim Bader Managing Director at CLANMO: “Fashion Goes Mobile”
Christophe Stoll & Johannes Schardt Owners of precious: “Multiscreen Strategies”
Alfio Pozzoni Special Projects Director at Fabrica: “Interactive brand communication for Benetton”
Prof. Joachim Sauter Founder and Creative Director at ART+COM: “Interaction in Public Spaces”
Peter Skillman Vice President UX Design Nokia: “Designing a Cellphone Operating System”


The Good Practice sections between chapters are designed to show what successful branded interactions look like. Illustrated examples from the fields of service design, branding on websites and mobile apps, brand communication in public spaces, brand development and brand management illustrate a full range of digital brand experiences.


Marco Spies

Marco Spies is a director and strategic consultant who has created digital branding and interactive media for global brands, including Adidas, T-Mobile, and Nintendo. After working as a creative director at Neue Digitale (now Razorfish) and as an executive director of interactive design at the branding agency Peter Schmidt Group (BBDO), he and Katja Wenger founded think moto in 2010, a digital strategy and design agency based in Berlin. Alongside his work as a director and strategic consultant, Marco Spies has also held teaching positions.


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