How to Use Visual Storytelling to Build a Brand People Remember
Most brands talk about standing out, but very few do.
The fastest way to cut through noise? Visual storytelling.
Not with gimmicks, but with clear, consistent, well-executed design that tells your brand’s story without needing a paragraph of copy.
At Inkbot Design, we don’t just create logos or websites. We help brands turn visual identity into business strategy.
- Visual storytelling combines design elements to clearly communicate a brand’s identity and build trust among customers.
- Consistency in visuals enhances brand recognition, making companies 3–4x more memorable and competitive.
- Effective storytelling fosters emotional connections, improving customer loyalty and driving engagement with the brand.
- Visual storytelling should focus on authenticity and customer narratives, inviting them to be part of the brand's journey.
What Visual Storytelling Means
It’s not just about “pretty design.” It's about using your logo, colours, typography, and layout to visually communicate who you are as quickly and consistently as possible.
We ensure that every visual element across your website, social platforms, or marketing materials feels like it comes from one cohesive voice. That cohesion builds trust.
According to brand recall studies, consistent visuals make you 3–4x more recognisable. That’s not just branding fluff. That’s a competitive advantage.
Why It Works: People Buy the Story, Not Just the Product
Good storytelling builds an emotional connection. That’s what makes a customer stick.
Example: We worked with a local fitness brand that wanted more engagement. Instead of a fundamental redesign, we used energetic visuals, real-world photos, and even added an interactive bracket generator for gym challenges. It made their audience feel like part of the brand, not just customers.
Site traffic, loyalty, and conversions went up. That’s the ROI of brand storytelling done right.
Design That Converts, Not Just Impresses
Your site is your first impression. You've already lost the user if it’s slow, cluttered, or generic.
We build fast, responsive WordPress sites with UX that supports your message, not distracts from it.
Clean layouts, strategic use of white space, and consistent colour schemes make them not just look good. They keep users engaged longer, which directly affects SEO and conversion rates.
Strong visuals = more engagement. More engagement = better rankings. Simple math.
Build Authority While You Tell Your Story
Visual storytelling shouldn’t end on your website. We help clients grow visibility through content and backlinks on relevant platforms.
Pitching articles like:
- Colour Psychology in Branding
- UX Tactics That Boost Engagement
- What Startups Get Wrong About Logo Design
These aren’t vanity pieces. They build relevant, organic backlinks that support long-term SEO and establish your brand as an absolute authority, not just another business shouting online.
Let's Be Clear What Visual Storytelling Isn't
To understand what works, you first need to spot the nonsense. I see it every single day.
One of my biggest pet peeves is the “data vomit” infographic. You know the one. A hundred statistics, fifty icons, six different fonts, all crammed together. It looks busy, so people think it’s smart. It isn't. It’s a failure of communication. It tells no story; it just screams numbers.
Visual storytelling is not:
- Just Pretty Pictures: A beautiful photo with no message is just decoration. It's not telling a story.
- Your Logo on a Stock Image: This is the absolute laziest form of marketing. It says nothing about your brand or why anyone should care.
- Chasing Viral Trends: A story that builds a genuine connection with 100 dedicated customers is infinitely more valuable than a fleeting meme seen by a million people who forget you tomorrow.
Real visual storytelling has a point. It has a character (your customer), a conflict (their problem), and a resolution (your solution). It’s a narrative, not just an image.
Now, let's get to the examples that get it right.
10 Visual Storytelling Examples that Work
We'll look at giants and challengers, digital and physical, even a company in what most would call a “boring” industry. Pay attention to each underlying principle.
Example #1: Apple — The Masterclass in Simplicity
The Story: “Genius-level engineering made so intuitive, a child could use it. This is the future, and it's effortless.”
How They Tell It Visually: It’s what they don’t show—stark white backgrounds. The product is the solitary hero. No clutter. No distractions. The text is minimal, using powerful, simple words. Videos don't list features; they show the product being used seamlessly in a real person's life. The camera focuses on a fingertip swiping with elegant ease.
The Brutal Truth About Why It Works: It works because it radiates absolute, unshakeable confidence. Apple doesn't need to shout about specs or fill the screen with “buy now” buttons. The empty white space isn't empty; it's filled with self-assurance. They present the product like a piece of art in a gallery. The story is one of mastery and control. They’ve done the hard work of making something complex feel simple, and their visuals prove it. It respects your intelligence by demonstrating the benefit, not just listing the features.
Example #2: Patagonia — The Masterclass in Authenticity
The Story: “This jacket is a tool for adventure, not a fashion statement. We care more about the planet than we do about selling you another product.”
How They Tell It Visually: Grainy, raw photos of real people—often weather-beaten and decidedly not models—climbing actual mountains or surfing in frigid waters. The clothes are usually dirty, worn, and clearly in use. Their famous “Don't Buy This Jacket” campaign used a simple, direct image of their product to tell a story of anti-consumerism. Their colour palette is earthy and natural, reflecting the environments for which their products are built.
The Brutal Truth About Why It Works: It’s believable. Patagonia's raw aesthetic feels like a documentary in a world of polished, perfect fashion shoots. It tells you their product isn’t fragile. It’s built for a hard life. The “Don't Buy This Jacket” ad was a stroke of genius because it was so counterintuitive that it forced you to stop and think. It created a story of a brand that puts its principles above profit. That builds a tribe, not just a customer base. Their visual story is so powerful that spending £250 on a fleece feels like an ethical decision.
Example #3: Oatly — The Masterclass in Personality
The Story: “We're the weird, honest guys in a stuffy, corporate industry. We don't take ourselves too seriously but are dead serious about oat milk.”
How They Tell It Visually: It’s almost anti-design. Hand-drawn fonts, rambling text that breaks all the rules of packaging copy, and an offbeat, slightly awkward tone. They use their cartons as tiny billboards for their strange thoughts. Their website and social media are filled with the same quirky, self-aware humour. It's intentionally imperfect.
The Brutal Truth About Why It Works: It's human. It feels like a person, not a committee, made it. In the sterile, smiling-family-in-a-sunny-kitchen world of food marketing, Oatly’s weirdness is a breath of fresh air. It stands out because it dares to be imperfect. The visual story they tell is that they are outsiders. You're drawn to it if you see yourself as a bit different, a free thinker. They've made choosing oat milk a statement of personality.
Example #4: Guinness — The Masterclass in Heritage
The Story: “Patience is a virtue. Good things come to those who wait. We've been doing this for over 250 years.”
How They Tell It Visually: The iconic “surge and settle” of a pint being poured. It's a visual ritual. Their advertising often focuses on time, friendship, and community themes, with little dialogue. Think of the famous “Surfer” ad—a story of anticipation and power told almost entirely through visuals of crashing waves and a perfectly timed pint. The stark black of the stout against the white of the head is a simple, powerful visual signature.
The Brutal Truth About Why It Works: It sells an emotion, not a drink. The story is about the moment you have the pint, not the pint itself. They've managed to visually own the concept of “waiting” and turn it into a positive. While other brands are all about speed and convenience, Guinness's story is deliberate slowness. It feels substantial and timeless. Their visuals don't show wild parties; they show meaningful connection and quiet confidence. That's a much more powerful story to buy into.
Example #5: Dollar Shave Club — The Masterclass in Disruption
The Story: “The big razor companies are ripping you off. We're the smart, funny, no-nonsense alternative. Our blades are f***ing great.”
How They Tell It Visually: It all started with one video. A guy walking through a warehouse, talking directly to the camera with deadpan humour. No slick production, no slow-motion water splashes. Just a simple, one-take feel that was raw, honest, and hilarious. The visual language was plain, direct, and completely stripped of the hyper-masculine nonsense that dominated the industry.
The Brutal Truth About Why It Works: It told a clear “David vs. Goliath” story. The visuals perfectly matched the message. They weren't trying to look like Gillette. They were proud to look like the exact opposite. The low-fi aesthetic of the video screamed, “We spend our money on the blades, not on advertising.” It was a story about being smart with your money and joining a club of people who “get it.” It was so effective that it built a billion-dollar company.
Example #6: The New York Times — The Masterclass in Data
The Story: “The world is complex, but we can make it understandable. We find the patterns and the story within the data.”
How They Tell It Visually: They've turned data visualisation into art. Interactive maps, elegant charts, and scrolly-telling articles guide you through complex topics like election results or climate change. A great example is their 2020 election results needle. It was a simple, analogue-style gauge that told a live, nail-biting story of probability. It was more compelling than any written commentary.
The Brutal Truth About Why It Works: It builds authority and trust. They tell a story of rigour and expertise by presenting data beautifully and clearly. They aren't just giving you numbers; they are giving you insight. In an age of misinformation, a clear, well-designed chart can be the most powerful piece of visual storytelling. It cuts through the noise and says, “Here are the facts. Now you understand.” It's a story of clarity in chaos.
Example #7: Charity: Water — The Masterclass in Transparency
The Story: “You can trust us. We'll show you exactly where your money goes and the specific well you helped build.”
How They Tell It Visually: High-quality photography and videography from the field. They show the faces of the people being helped. They show the drilling rigs. Crucially, they use GPS coordinates and photos to connect a specific donation to a project. Their visual identity is clean, hopeful, and modern—more like a tech startup than a stuffy old charity. The vibrant yellow Jerry can has become an iconic symbol of their work.
The Brutal Truth About Why It Works directly tackles the most significant conflict in charitable giving: mistrust. People are cynical about where their money goes. Charity: Water's visual story is one of radical transparency. By showing the impact with geotagged photos and videos, they provide proof, not just promises. The story isn't “give us money to do good things.” It's “join us on this project and watch it happen.” That is a fundamentally different and more powerful narrative.
Example #8: Humans of New York — The Masterclass in Humanity
The Story: “Everyone has a story. Strangers are just stories you haven't heard yet. Look closer.”
How They Tell It Visually: It’s a beautifully simple formula. A single, high-quality portrait of a person, looking directly at the camera, paired with a snippet of their own words. The photo draws you in; the text delivers the emotional punch. There are no fancy graphics, no branding, no logos. The visual focus is entirely on the person's face and their expression.
The Brutal Truth About Why It Works: It bypasses all our typical filters. It's not an ad. It's not trying to sell you anything. It’s a direct, unfiltered connection with another human being. The visual story is about the power of empathy. In a social media landscape filled with polished selfies and curated lives, the raw authenticity of a HONY portrait is startlingly effective. It works because it’s real. It reminds you that the most compelling stories are all around us, if we just take a moment to look and listen.
Example #9: Headspace — The Masterclass in Atmosphere
The Story: “Meditation isn't weird or difficult. It's simple, accessible, and a little bit playful. We can make your mind a calmer place.”
How They Tell It Visually: Through its user interface and a charming family of blob-like animated characters. The colours are soft and welcoming. The animations are smooth and straightforward. The entire app experience is designed to be calming before you even start a meditation. The visuals are the product experience. They use simple shapes and gentle motion to explain abstract concepts like “the mind” or “anxiety.”
The Brutal Truth About Why It Works: It demystifies a practice that intimidates many people. The quirky, friendly animations tell a story that meditation isn't some mystical, serious thing for gurus; it's for normal people. The visual atmosphere reduces anxiety about the act of reducing anxiety. It's a brilliant design because the visual story—”this is easy and friendly”—is the first step in achieving the product's goal of calming you.
Example #10: Maersk — The Masterclass in Humanising the “Boring”
The Story: “We are the invisible circulatory system of the global economy. The phone in your hand, the bananas on your table—we brought them to you. We connect the world.”
How They Tell It Visually: Stunning, epic-scale photography of their enormous ships, cranes, and containers. They use social media like Instagram to show global logistics' immense scale and surprising beauty. They also tell micro-stories, showing the faces of their captains, engineers, and dock workers. They turn a giant blue container ship into a heroic character on a global journey.
The Brutal Truth About Why It Works: This is my favourite example. They took a “boring” B2B industry and made it epic. The story works because it reveals a hidden truth we all know but never think about: everything comes from somewhere. Maersk’s visuals tell a scale, competence, and global connection story. It gives their employees a sense of pride and their B2B customers a sense of partnership in a grand enterprise. They prove that any business can have a powerful visual story if it looks at what they do from the proper perspective.
So, What's The Common Thread? (Your Actionable Takeaway)
Ten different companies, ten different stories. But the principles are the same. You don't need Apple's budget or Oatly's wit to make this work. You just need to be clear.
- One Simple Story: Every single one has a clear, singular message. Apple is simplicity. Patagonia is authenticity. Maersk is a connection. What is your one thing?
- Consistency is King: They don't change their visual style every week. They hammer it home until it becomes an unmistakable signature. That consistency builds recognition and trust.
- Embrace Your Truth: The stories work because they feel authentic to the brand. Dollar Shave Club couldn't tell Patagonia's story, and vice versa. Your visual story must be rooted in what you are. This is the foundation of an authentic brand identity.
- Focus on the Customer's Story: These visuals aren't just about the company; they are about the customer. They invite the customer to become a character in the narrative—a smarter shopper, a more ethical consumer, a calmer person.
Stop thinking about what your visuals look like. Start thinking about what they say.
A Final, Blunt Observation
Visual storytelling is not a line item in your marketing budget. It's the entire game.
It’s the silent ambassador that explains who you are, what you stand for, and why anyone should give a damn, all before you’ve said a single word.
You don't need more money. You need more clarity. You need to find your one true story and have the guts to tell it simply. Stop hiding behind stock photos and complicated graphics. Figure out what you want to say, and then show it.
Thinking about this stuff is the hard part. Defining the story. We spend our time observing what works and applying it. If you've got your story straight and need a brand identity that tells it, that's what we do. If you're still figuring it out, look at our other articles. Or, if you want direct input, you can request a quote.
Frequently Asked Questions (The Straight Answers)
What exactly is visual storytelling for a business?
Using images, colours, fonts, and design to communicate your brand's core message or narrative. It’s not just your logo; it's the entire feeling and story a customer gets from everything they see, from your website to your packaging.
How is visual storytelling different from just good design?
Good design can be just aesthetically pleasing. Visual storytelling is designed with a purpose. It has a narrative structure—a beginning (the customer's problem), a middle (your solution), and an end (their success). Its design says something.
Do I need a massive budget for compelling visual storytelling?
Absolutely not. Clarity is free. Dollar Shave Club's launch video cost a reported $4,500. Humans of New York started with just a camera. A consistent colour palette and a clear, simple photo style cost nothing but discipline.
Can a service-based business use visual storytelling?
Yes. You can tell stories about your process, clients' successes (with permission), or the problems you solve. Headspace is a service whose entire visual identity tells a story of calm and accessibility. You can use diagrams, client testimonials with strong portraits, or behind-the-scenes photos of your team at work.
What is the biggest mistake small businesses make with this?
Inconsistency. Using ten different filters on Instagram, a different font in every email, and random stock photos on your website. This creates visual chaos and tells the customer you don't know who you are. The second biggest mistake is that I am bored and trying to look like everyone else.
Is visual storytelling just for B2C companies?
No. The Maersk example proves that. B2B visual storytelling can be compelling because it’s so unexpected. It can tell a story of reliability, expertise, innovation, or the human side of a complex industry.
How do I find my brand's “story”?
Ask yourself these questions: What problem do we solve for our customers? Why did I start this business in the first place? What do we do differently from everyone else? What is the one thing we want people to feel when interacting with our brand? The answer is your story.
Should my visual story be emotional?
It should evoke an emotion. That emotion could be trust, excitement, humour, calmness, or a sense of intelligence. It doesn't have to be a tear-jerker. Oatly's story evokes amusement and a sense of being an insider. Apple evokes a feeling of sophistication. Choose an emotion that fits your brand.
How long does it take to build a visual story?
It's an ongoing process, but the foundation can be set quickly. The key is consistency over time. Guinness has been telling its story for decades. You start today, and you stick with it.
What's the very first step I should take?
Decide on your single message. Before you choose a single colour or font, you need to know what you want to say. Write it down in one sentence. “We help [your customer] solve [their problem] by being [your unique quality].” Everything else flows from that one sentence.
