Design as a transformative tool: Unlocking the potential of brands and beyond

Design is more than just a pretty logo or a beautiful interface. It is a powerful tool that can help brands differentiate themselves, have a positive impact on the world, and create value.

Nowadays, design has emerged as a pivotal force, shaping not only how we perceive brands but also how businesses operate and influence our behavior. We strongly believe in the transformative power of design.

It is more than just a pretty logo or a beautiful interface. It is a powerful tool that can help brands differentiate themselves, have a positive impact on the world, and create value. We are committed to this belief at CBA! Together, let’s explore how design, in all its facets, acts as a catalyst for change in brands and beyond. Eager to deep into it with us? Scroll down!


Design is more than just aesthetic appeal. It is about creating an identity, an ecosystem, and an experience that resonates with audiences. Designers, by using their talent strategically, can give brands extra value. How? By defining and creating unique expressions and experiences, positioning brands to become changemakers.

Design is a powerful business tool that can increase a company’s performance and values. The numbers speak for themselves: design can generate a 87% increase in sales. And that’s not all: 94% of a brand’s first impressions are related to its design.

Elements such as logos, typography, and color schemes play a vital role in defining a brand’s image. For instance, Apple Inc.’s sleek, bitten apple instantly evokes innovation and sophistication, showcasing the transformative power of design in brand identity.


User experience (UX) is a field in which design directly influences the way we interact with brands. It encompasses a wide range of factors, such as product and service design, space planning, and content creation.

UX can have a significant impact on brands and consumers. Let’s take a closer look: the experiences that consumers have with a brand have a significant impact on their perception of that brand. A positive experience can create a sense of trust, loyalty, and attachment. A negative experience can lead to feelings of frustration, dissatisfaction, and loss of trust.

A positive experience can make a brand more desirable and more likely to be chosen by consumers. Consider the transformation brought about by ride-hailing apps, which have made transportation more convenient, efficient, and enjoyable for millions of people by taking a holistic approach that considers the needs and expectations of all users.

By creating experiences that are both useful and inclusive, brands can gain a competitive advantage, improve customer satisfaction, and create a more inclusive world.


Design can be a force for good. Sustainable design is an embodiment of this principle, ensuring that the creation process does not harm our planet. Brands embracing sustainability not only attract environmentally conscious consumers, but also contribute to a greener and more sustainable future.

For instance, Patagonia, a renowned outdoor clothing company, has made sustainability a core element of its design ethos. This is evident in its eco-friendly website, which is hosted on servers powered by renewable energy and uses sustainable design techniques.

In addition, design can play an important educational role in changing behaviors and moving towards greater virtue. Indeed, design can be used to inform and raise awareness, to encourage people to become better in their daily lives through awareness campaigns. Whether it’s through the layout of a store, the packaging of a product, or the design of an advertisement, all of these aspects influence our choices. For example, Apple packaging not only protects the product, but also creates an unboxing experience that elevates the perceived value of the device. We can also mention the “unboxing” experience of the Make My Lemonade brand: once the package is unpacked, the packaging transforms into a stylish home storage box.

Beyond products and services, design extends its influence to lift communities. Social design is about creating solutions to solve social problems, promote inclusion, and positive change. Design can change mindsets by awakening consciences with strong visuals and messages that can appeal to citizens and encourage them to act.

This is where the concept of useful design takes on its full meaning. Let’s take a closer look below!

Design is inextricably linked to creating meaning for brands. The story a brand tells through its design elements resonates in the minds of consumers. When design is aligned with a brand’s core values and purpose, it improves its performance.

At CBA, we believe that the brands that will succeed tomorrow will be the ones that put people first, that have a reason to be, and that embody a cause, while leaving an indelible mark beyond their products. This is what we stand for at CBA, and we are convinced of it! Design is a key element of this positive transformation.

Nike is a perfect example of what we want to achieve; a brand that has mastered the synergy between design and meaning. The brand is known for its iconic logo, its use of bright colors, and its message of empowerment. These design elements are aligned with Nike’s core values of athleticism, performance, and inspiration. Nike’s use of design to communicate its values and mission has contributed to its success. The brand is one of the most recognizable and profitable in the world.


Design is a powerful force that has the potential to transform brands, business models, and consumer behavior. At CBA, we believe that design is not limited to the visual; it is about creating experiences that resonate with the public, align with values, and drive positive change. Design is a powerful tool that can be used to make a difference in the world. By using design thoughtfully, we can contribute to creating a more just, sustainable, and inclusive world.

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