The feel is in the detail

When brand strategists and designers talk about brand, you’ll often hear the phrase “look and feel.” At first glance, it’s easy to assume that “look” is just about visuals—logos, colors, fonts. But the “feel” part? That’s where the magic happens. And spoiler alert: visual details are a huge part of that feel.

Every touchpoint is an opportunity to create a world your audience resonates with—one they want to live in, play in, and trust. The pause in a button animation, the curve of an icon, the surprise hiding in a 404 page—these little things speak volumes. They tell your audience that if you care this much about the small stuff, you’ll care just as much about their experience.

Here are a few brands that absolutely nail the details, letting their personality shine through the tiniest of interactions.

Forest Carbon develops carbon offset projects across Southeast Asia, and their brand isn’t just about looking eco-friendly—it’s about making the invisible visible. They use Chladni figures (patterns created by sound vibrations) to represent the actual sounds of nature, giving nature a literal voice. This motif is woven throughout their brand—textured backgrounds, photo treatments, animations, iconography.

It’s not just a design choice—it’s a statement. The repetition of these forms reminds viewers that thriving ecosystems are full of diverse sounds and life. And because they rely on investment to fund their mission, this level of visual craftsmanship signals something crucial: we care deeply about the details—just like we care about protecting these ecosystems.

When you think about toys, you think about LEGO. They’ve hit every brand milestone out there, but they’re not resting on their laurels. Instead, they keep building (pun fully intended) on their customer experience—right down to the tiniest visual elements.

The familiar brick shape? It’s everywhere. Not just in the logo, but in the color blocks, grid systems, and even the tiniest animation choices. Fields of color in their layouts mimic LEGO assemblies, often leaving a “missing brick” to add that playful, unfinished feeling. Their animations run at a lower frame rate to echo the tactile, clunky-yet-charming sensation of clicking bricks together.

These choices do more than just look cool—they reinforce the creativity and tactile joy of LEGO’s products, showing customers they’ve thought about every piece of the experience.

Mailchimp, the marketing platform we all know, might exist primarily in the digital space, but they’ve mastered the art of making brand personality tangible. Even after their merger with Intuit, Mailchimp holds tight to a playful yet professional vibe that pops up at every turn—from their typography and iconography to their illustrations and animations.

Take their 404 error page. Instead of a dead end, you get witty copy and charming illustrations that feel exactly like Mailchimp. It’s a page most brands overlook, but Mailchimp uses it to build trust and delight.

Their print materials? Same story. Custom illustrations, playful details—even the page numbers and bullet points are on-brand. This level of consistency keeps their personality humming across every platform and medium.

The University at Buffalo (UB), consistently ranked among the top public universities, shows that academia doesn’t have to be boring. Their brand standards lean into sophisticated, structured visuals that reflect their research-driven mission.

Their guidelines go deep—showing how to use line treatments in print materials, constructing dynamic graphic patterns, and pairing these with a laser-focused color palette. Even bullet points get special treatment, transforming from standard dots into unique shapes that echo UB’s identity. It’s a reminder that even in formal spaces, attention to detail matters.

If you’re ready to dial up the detail and give your brand that irresistible feel, here are a few things to think about:

Is your audience interacting with your brand mostly online? Take a close look at your interactive elements—buttons, animations, transitions. Can they be tweaked to better reflect your brand’s personality without sacrificing accessibility?

Not every brand lives online—but every brand lives somewhere in the hearts and minds of its audience. Think about where your people experience your brand most. Is it your website? An app? Your packaging? A brick-and-mortar space?

For many brands today, digital is where most interactions happen—so that’s often where small visual details can make a big impact. Take a close look at your interactive elements—buttons, animations, transitions. Can they be tweaked to better reflect your brand’s personality without sacrificing accessibility? Wherever your audience meets your brand, that’s your stage. Enhance the elements they engage with most—whether it’s a button animation on your site or the texture of a printed piece in their hands.

Use your brand’s voice and messaging to guide the emotional tone you want to evoke. If delight is a big part of your brand, sprinkle in unexpected moments of joy—a micro-animation, a playful error message, a subtle Easter egg. If trust and calm are more your vibe, lean on clear visuals, spacious layouts, and uncluttered designs.

The best opportunities often hide where no one’s looking. Your UI buttons—are they just circles or squares? Could they borrow shapes from your logo or product? Do your notification emails feel generic? Could the footer carry a small, on-brand visual surprise? These little touches add up—and they’re the details your audience remembers.

The big splashy stuff—logo redesigns, website launches, major campaigns—those get all the attention. But your brand lives and breathes in the in-between moments. In the micro-interactions, the unexpected delights, the consistent, thoughtful details that make someone feel seen, understood, and at ease.

When you care about the little things, it shows. And it builds something bigger: trust, connection, love. The kind of love that makes people choose your brand over and over again.

At cat&tonic, we live for this level of care. (And yes, we have our own Easter eggs too.) Because when you sweat the small stuff? That’s when your brand starts to feel like home.