Brand experience stills feels fragmented

Design Week • Steve McPartland • August 2026

“Lego shows what connected thinking can achieve”

_{PHOTO: SHUTTERSTOCK}

“The problem is that consistency is not the same as continuity.”

In this article, Steve McPartland argues that brands create “coherent experiences” by placing more emphasis on visual assets, yet they seem to perform separately. The intention is there, but often the connection is missing for the audience to understand the experience. There’s tendency of multidisciplinary studios to work in silos. He asks how studios can maintain authenticity of design rather than visual consistency. McPartland explores further strategies for connected experience in a brand identity.

LEGO is a good example that promotes successful brand experience. The key is that the brand experience is not just about the product, but how it communicates brand experience to the audience.

Reference: https://www.designweek.co.uk/why-the-brand-experience-still-feels-fragmented/