An award-winning designer with a sixth sense for branding, Roanne Adams is the founder/director of New York creative studio RoAndCo. With a client roster that includes the likes of Nike, Refinery29 and Ulla Johnson, Adams no doubt has her hands full. But that didn't stop her from launching her own magazine, Romance Journal, earlier this year. Dedicated to exploring the issues of the day through the eyes of inspirational women around the globe, the magazine just wrapped its sophomore installment. Adams, who lives in Brooklyn with her husband and young daughter, (miraculously) found time to chat with The Caret about the current state of her industry, her meditation app of choice and why it’s ok to sometimes slip your kid an iPhone.
Hi Roanne! Let's dive right in, shall we? What does it take for a brand to stand out in today's crowded digital landscape?
A powerful idea. People have been focused for so long on creating the pretty picture, thinking that was going to create aspiration for their brand. People today want/need more. Not only do they need a product that fits within their value system, but they need something to stimulate them – make them think, inspire them, change their minds, make them mad, even.
And, it seems obvious, but an ownable aesthetic. With endless scrolling habits, people are primed to glaze over until they’re beckoned to stop and look.
Storytelling across all channels. We live in a time when a logo is no longer enough, brands need to tell stories across the ecosystem and back again...from e-commerce to email marketing to digital advertising to social media and through influencer channels...
Last, with influencers attaching their names everywhere, it’s only powerful when they authentically align themselves with the brand. Otherwise, it won’t resonate. People social media stalk these influencers, they know what they like!
What new sites are impressing you right now?
This is a tough one to answer. The websites I tend to like the most are the ones that are so elegantly designed and developed you don’t even notice them...the sites that I’m kind of into:
Balenciaga.com (Pure e-commerce is an interesting direction for luxury brands to go in.)
Who is doing neat stuff in e-commerce?
Gucci, Kenzo, Chanel — these brands are great at social and video. For integration of content and commerce: Ssense.