More Than UI: How the Brand Plays a Role in the User Experience

  • June 16, 2014 · 6:30 PM
  • Myjive (at NC Music Factory)

For years, branding and user experience design seem to be a discipline mixture more reminiscent of oil and water than peanut butter and jelly. However, the need for companies to communicate their values, messages, personality and products in a multi-channel yet consistent experience makes the line between branding and experience design razor thin. Touching on the intersection of marketing, service design, product design, technology, and customer/user experience, this talk will consider what the UX designer’s role could be within this landscape and whether or not we are (or should be) considering the brand experience in user experience design.


Jason Toth, Senior User Experience Designer, Viget

With a range of professional experiences and design training including architecture, graphic design, and interaction design, Jason has worked in the software and web design industry for the past 10 years. He brings a wealth of industry knowledge in web strategy, usability, and information design, which he uses to create experiences that merge client needs with strong visual and interactive strategies. Jason’s user experience efforts have included projects for Puma, Google, Conservation International, WRAL, Duke University, and GoPole to name just a few.

Previously, Jason worked at IBM where he was a senior user experience designer responsible for the design and strategy of products in their social collaboration software suite. Jason is active at the College of Design at NC State University, participating in numerous reviews, design projects, and undergraduate charrettes. Jason earned his B.S. in Architecture from the University of Virginia and a Master's of Graphic Design from NC State University. Prior to working as a User Experience Designer, he worked professionally as a freelance graphic designer and an intern architect.

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