with Danni Go
What does emp-
athy in branding look like?
Danni Go is a communication design student at Parsons School of Design. In this
episode, we talked shortly about her first project which was
to explore the
relationship between brand iden-
tity and personal identity. She created a book
that consists of questions given to various brand users to investigate their
personal relationships with their chosen brand. For her final project, Danni
is creating her own benefit corporation that is centered on empathy called
"Core Empath Corp." She designed a brand manual for her corporation and
did case studies of multiple brands. We talked a lot about what empathy looks like
in branding, and Danni taught me that it's okay to question what you're doing
because it's all part of the process of learning and adapting to your career.
Transcript with visuals:
Danni Go: I think for me energy is something that empathy just is fueled by. [..]
When I look at my brand identity for my benefit corporation, all these different colors
to represent different people, different energies, different auras. I only chose the colors
like green, purple and yellow because those colors to me they can symbolize
so many positive feelings.
Danni Go: Make the brand identity more visual, more colorful, use a serif font
instead of a sans serif. With the name, I think I was kind of going off of this idea of how
empathy is at my core.
Danni Go: Going back to like my first experiment where I was able to interview
friends about like, their personal brand relationships and what pro-
ducts and brands they
personally aligned with. I think I wanted to do the same.