We help you crack the hidden code within a brand's visual language. Revealing how brands use design strategically.

Great creatives intuitively find the right words and images within their designs to make you feel something.

Once you decode the language of feelings within a brand's communication, you decode how they motivate behaviour, stand out and communicate in the most effective way.

How we feel defines how we react and navigate life. Brands also want to say, and for us to 'feel', they are many things. Yet, as an industry we don’t have a common language to decode or describe accurately the feelings and needs designed into a brand’s look and feel.

RADNB is mapping 1000s of brands to decode how design really influences our thoughts and behaviours. Revealing how design is used by brands to strategically communicate a clear and differentiating territory, help them more effectively influence consumer attitudes and choices and speak to multiple audiences, with different needs, at the same time.

Through our research with Imperial College London, we have identified patterns of feelings. 60 primary archetypal motivating needs brands blend across their UX. To make what they say feel more real, rare and relevant to people’s complex and often opposing needs.

No one has ever mapped, in such granular detail, the blends of motivating needs brands make us feel.