Global vibes, local tribes

Our ACD, Sachit Shyam explores the critical role of localized design in building authentic and impactful brand connections with diverse global audiences.

Image: Copyright © Creator unknown. All rights reserved by the respective owner(s), (signage system by LOCAL)

In creative discourse we often use generic words like “feel”, “vibe”, “look & feel”, etc. to communicate with the team and often extend these floral descriptions to the clients. But are these words and expressions universal?

Every country has a different relationship with their food, clothes and lifestyle hence by extension their brands.

So how could we design expressions for brands based on a visual culture that is “universal” – void of the local sensibilities?

“Localisation does not just involve tailoring a brand's image and messaging to fit the cultural context of a specific market; it also means to design in an ecosystem that is sensitive to the forms, symbols and communications that have been used by the local communities for ages.”

Localisation does not just involve tailoring a brand's image and messaging to fit the cultural context of a specific market; it also means to design in an ecosystem that is sensitive to the forms, symbols and communications that have been used by the local communities for ages. The local context and sensibilities can introduce new ideas and aesthetics into a culture, potentially shifting trends and preferences.

For example, the adoption of minimalism in Western design has influenced global aesthetics, leading to a more streamlined and modern approach in various cultural contexts. The idea of a universal approach to visual design was prevalent to the internet 2.0 era. As the digital divide diminished, to an extent it became easier for micro communities to express and foster local cultures. Borrowing from these local cultures is now more crucial than ever before as each community/market caters to the sub-communities that have their own unique cultural practices. Brands need to be much more fluid now and are free to reinvent themselves. 

A brand that incorporates local symbols into its design signals an understanding and appreciation of the local culture. This can imbibe a sense of connection and belonging among consumers, making the brand feel more familiar and trustworthy. Culturally resonant designs evoke emotional responses, creating memorable experiences that can lead to long-term brand affinity. In a global marketplace, local symbols help brands stand out by providing unique and culturally specific visual elements that distinguish them from competitors. This uniqueness can be a powerful differentiator in crowded markets. 

“By integrating vernacular elements, designers can create authentic and culturally resonant products and messaging. Engaging local artisans and communities in the design process ensures that products and the brand experience are culturally accurate and resonate with the target audience. This collaboration can also empower local economies and preserve traditional skills. ”

Regional practices and vocabulary—those rooted in local customs and traditions, are essential in cultivating a local design language. These practices encompass traditional craftsmanship, indigenous materials and regional artistic styles. By integrating vernacular elements, designers can create authentic and culturally resonant products and messaging. Engaging local artisans and communities in the design process ensures that products and the brand experience are culturally accurate and resonate with the target audience. This collaboration can also empower local economies and preserve traditional skills.

Ephemeral items like bus tickets, decorations and packaging serve as a rich source of inspiration for localized design. These items often encapsulate cultural aesthetics, historical contexts and everyday life, providing designers with authentic references that can be adapted for contemporary branding. For instance, Cheriyal dolls and paintings as a graphic storytelling device for Signage Systems for the POSCO & Family Court Complex project we did in 2021. Conversely, design often reflects the prevailing cultural narratives and values. This reflection helps preserve cultural heritage and identity, as seen in the continued use of traditional patterns and motifs in contemporary designs.

"Ephemeral items like bus tickets, decorations and packaging serve as a rich source of inspiration for localized design. These items often encapsulate cultural aesthetics, historical contexts and everyday life, providing designers with authentic references that can be adapted for contemporary branding."

The reciprocal relationship between design and culture fosters continuous innovation and preservation of heritage. Vernacular practices play a pivotal role in cultivating a local design language that is both authentic and sustainable. As brands navigate the complexities of globalization, embracing localized design strategies will be key to building lasting and impactful relationships with consumers.