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A significant part of any brand is marketing. Standing out in a competitive market is not easy, and many brands actively seek new and creative ways to differentiate themselves from their competitors. In a saturated market, customer experience is becoming the true brand differentiator. Experience design has evolved beyond events; it now encompasses full customer journeys. Brands are finding new ways to connect through intentional, joyful experiences.
What is Experience Design?
Aesthetics is an important part of branding strategy, but what if there was a way to go past the surface and connect with an audience? Experience design focuses on orchestrating emotional, interactive moments across all brand touchpoints. It goes beyond aesthetics to evoke feeling, loyalty, and memory. The strategy allows brands to connect with their audience on a deeper level, something all brands are looking to do.
Why More Brands Are Prioritizing Experiences Over Ads
Consumer habits and tastes change on a daily basis, and marketing strategies that worked last year may not have the same effect today. Modern consumers crave connection and meaning, not just transactions. In short, they want something more than surface appeal. Experiences encourage word-of-mouth suggestions, build brand loyalty, and increase lifetime value. When a consumer can connect with their preferred brand, the connection sparks a familiarity that resonates with them.
Founded by Viola Sutanto, MAIKA began as an experience design studio before expanding into products. Now, the company has come full circle, helping brands deliver joyful, human experiences that align with their strategy. Viola says of MAIKA, “Our vision is to inspire everyday joy, whether through a well-designed product, a delightful print, or an experience shared between people.” This experiential joy offers modern consumers something beyond regular advertising.
Case Studies in Brand Experience
MAIKA created a discovery-focused environment for a specialty coffee brand, blending education with ambiance to attract and retain consumers. They also designed interactive store zones with tools for play, editing, and hands-on workshops for a creative retail brand. Each project stems from stakeholder alignment on brand values, the first and most crucial step.
Viola enjoys working with brands that align with MAIKA’s principles to bring them joy through branding. Her company aims to unify a client’s branding strategy on all touchpoints so that when people see what the brand is doing, consumers feel a human-to-human connection instead of a human-to-corporate connection.
How Technology Supports Human Connection
Experts encourage brands not to shy away from technology. AI, interactive archives, and post-event follow-ups can all enhance the memory of a meaningful moment. The idea is to use modern technological tools to extend the connection, not replace it. This is the unique balance that utilizing experience can offer.
Experience design is not about flashy one-offs. It is about thoughtful, human-centered strategies that turn customers into loyal advocates. As brands seek new ways to stand out, it is beneficial for them to focus not just on what they sell but on how they make people feel.
