Q&A: Frog Design’s Creative Chief on the Role of UX and Brand Purpose

Oonie Chase says design is central to businesses’ success

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Oonie Chase, executive creative director at Frog Design, likens design to being in a relationship. Relationships, like design, are not just the big romantic moments, but the small “unsexy things you do everyday to make sure the relationship has integrity,” she says.

Design, she argues, is foundational to a brand’s success, central to how a business grows and stays resilient.

Adweek spoke with Chase about design’s role in “brand purpose,” whether it should be seated at the C-level table, and some of the UX pain points she deals with when working with clients.

Adweek: What would you say is the role of brand purpose and how does design fit in?
Oonie Chase: Design puts the proof in the purpose.



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This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.