How Do We Design Better Brand Experiences?

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How Do We Design Better Brand Experiences?

Since we're in a new year, I want to re-introduce myself as we have some new faces joining us. If you’re new here, welcome!

I’m Laura Lian, and I've been leading Laura Lian Creative Partners since 2019. My work sits at the intersection of design, strategy, and experience. I believe brands are not built by logos alone. They’re built by how people are welcomed, guided, and cared for across every touchpoint.

This belief comes from years of designing for businesses, organizations, events, and communities where experience is not optional. It’s about making an impact in your mission and community.

My monthly newsletter is where I share what I’m observing through my work, my travels as a digital nomad, and how intentional design shapes our experiences today.

Throughout January, I’ve had numerous folks in my community reach out asking for support around how to design a better brand experience for their clients and community.

When I step back and look across those conversations, three key areas I shared with them are:

1. Design the first five minutes with care
   Make it immediately clear where people are, what to do, and what to expect.
   
   
2. Remove friction before adding more “wow”
   Fewer steps and clearer instructions build trust faster than extra features.
   
   
3. Design for how people should feel, not just what they need to do
   People remember feeling welcomed, supported, and considered.

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Moment of Gratitude from Last Year

During Q4 last year, I was honored to be invited as a 2025 Influencer for the Arlington Heights Memorial Library.

As part of that invitation, I was asked to share a list of book and film recommendations that have shaped how I think about creativity, leadership, and community.

It was a meaningful opportunity to pause, reflect on my own journey, and share resources that have influenced how I approach my work and the experiences I help design.

Below are a few I often return to and regularly recommend.

1. Night by Elie Wiesel (book)
   A reminder of human dignity, moral responsibility, and the weight of bearing witness.
   
   
2. The Joy Luck Club by Amy Tan (book and film)
   A powerful exploration of identity, generational storytelling, and the complexity of belonging.
   
   
3. Rear Window by Alfred Hitchcock (film)
   A lesson in perspective, observation, and how framing shapes perception and tension.
   

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If these ideas and recommendations are resonating, please reply to this email and share what you’re noticing in your own brand or community engagement. I want to hear what's working for you.

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