Balancing brand expression with Material Design principles requires a careful mix of consistency and creativity. When working on a recent project for a tech startup, I wanted the app to feel sleek and modern while staying true to the brand's playful, approachable vibe. I kept the core elements of Material Design—like grid-based layouts and bold typography—but customized the color scheme and added subtle animations to reflect the brand's personality. One of the key adjustments was using rounded buttons and vibrant accent colors, which gave the app a friendly feel without compromising usability. By following Material Design's guidelines but adding personalized touches, I was able to create a cohesive user experience that still felt unique to the brand. The result was a smooth blend of functionality and personality, aligning well with both design standards and the company's identity.
The right material is essential for brand expression in my field of perfumery. Not only do different materials have different costs, but they have different weights and textures and feel different to the touch. Sensorial issues matter a lot in conveying a sense of luxury. For example, we recently made a design with a heavy zamac cap which is weighing nearly 200 grams. A plastic cap would not have the sensation of cold metal or the same amount of weight. Although it would look the same from a distance, any consumer who would pick the cap up and put it in their hand would sense the feel of luxury immediately.