Understanding Stylescapes

Nelet Kok
October 11, 2022

This month Tweak Agency, a DC marketing agency, is doing a blog series on elements that the creative process is built on: how it works, why we do it and what it brings to the table. Stay tuned for the rest!

Stylescapes are a sort of mood board but with a process speaking to your brand identity. It’s a combination of various elements that guides every business owner on their visual identity and visual and written communication. It’s part of an intricate process and deep dives into the business as a whole.

Let's jump into stylescapes!

What are stylescapes?

Stylescapes are like a mood board, but MUCH more in-depth. It contains a series of images, colors, textures and types that represent a brand. A stylescape is signed off by the business owner before it is implemented and serves not only as a visual guide for the business but also as a narrative as to what the business stands for. Each element of the stylescape communicates an aspect or element of the business.

If you're looking to create consistency across all your marketing and communication channels, #TeamTweak, a DC marketing agency, believes that a stylescape is for you! It's an in-depth brainstorming session that is done in collaboration with a marketing agency that helps build your brand.

#TweakTip: stylescapes are part of our process! It's fun and creative, and clients walk away with so much insight they didn't know they have!

What are used to create stylescapes?

Creating a stylescape is no easy feat and should be done with the help of a professional. It is however a great adventure to embark upon with a marketing agency by your side.

Understanding your brand lies at the core. Who you are? Who do you speak to? What are your core values and how do you speak? This is an essential first step to being able to put together a stylescape that will accurately represent your business. Thereafter, the fun starts by choosing colors, textures, fonts and images that reflect your brand identity. It often starts with simpler elements, like associated colors and keywords that you'd use to describe the brand.

Why do you need stylescapes?

Stylescapes serve as the basis for all marketing, communication and design for your business. The elements in a stylescape will guide you and your team to consistently produce, write or create marketing, business or sales elements that look and feel the same and speak in the same voice.

Stylescapes are used to connect with the target audience, consistently, in the same way. Consistency is key: like opening your doors every day or greeting your customers in a friendly manner, consistently communicating the same way; using the same words and tone will make your target audience feel comfortable with you and your brand. Once people buy into the brand and support you, they'll return because of how you made them feel.

A stylescape is a great way to get everyone on the same page about what your brand looks like, feels like and speaks like. It becomes a valuable reference point for all members of staff. It keeps everyone aligned so that when they are creating or producing something, they have a go-to guide that will help them make sure it is on brand.

Tweak Agency, a DC marketing agency, believes that having a solid foundation makes things easier; no time is wasted on how to write marketing material or what color to use on the brochure - it's all guided by the stylescape. Having a stylescape is a powerful tool for your business, it speaks to knowledge about your customer or audience and offers consistency for communication.

If you need help, don't hesitate to reach out to us. We're more than happy to help get you started on this exciting journey! Join us on our weekly Facebook Live Stream every Tuesday at 11 am (central time) where we answer questions and give advice on all things marketing.

An example of a stylescape built around the keyword 'Joyful'
Another example of a stylescape, for the same brand, built around the keyword 'Professional'