How Film Set Design Principles Improve Brand Storytelling and Engagement
I’m always looking for new perspectives on storytelling and design—and lately, I’ve found unexpected inspiration in the world of film and television set design.
What might seem like a separate discipline actually overlaps deeply with branding and marketing: both rely on building immersive, believable environments that create emotional engagement and shape perception.
Marvel’s Design Language: Building Atmosphere Through Architecture
Take the production design behind Marvel’s Fantastic Four: First Steps (2025) and Loki (2021). Both projects lean heavily on mid-century modern architecture and Brutalist design, drawing influence from iconic architects like Eero Saarinen and Oscar Niemeyer.
In Fantastic Four, imagines a retro-futuristic Manhattan, channeling the optimistic energy of the 1960s Space Race through bold forms and clean lines. In Loki, the Time Variance Authority (TVA) blends analog technology with 1950s-style bureaucracy to create a timeless, slightly surreal space.
These choices go far beyond surface-level aesthetics. They build atmosphere, reinforce narrative tone, and create an emotional context that supports the story. And that’s exactly where the takeaway for marketers begins: Design and storytelling are inseparable.
Just as set designers use visual cues to establish time, tone, and meaning, brands can use the same techniques to strengthen their visual identity and deepen audience engagement.
Authenticity Through World-Building
Great set design feels lived-in. It’s not just visually interesting—it’s believable. The best brand experiences aim for the same effect.
Whether through packaging, digital design, or spatial branding, creating a world that feels intentional and emotionally resonant increases trust and brand loyalty.
Mood Boards: The Foundation of Consistent Brand Storytelling
In both film and marketing, mood boards play a crucial role. They gather textures, references, and emotional cues to form a unified creative direction.
Whether you’re building a new brand or launching a campaign, mood boards align the team around a shared vision—and help ensure every visual choice tells the same story.
Creative Constraints Create Focus
One of the most overlooked tools in creative direction? Constraints.
Production designers often work within a clearly defined set of rules—a style era, architectural language, or visual philosophy. This structure doesn’t limit creativity; it focuses it.
For brands, applying a similar framework can lead to more consistent storytelling, fewer subjective design decisions, and a stronger sense of identity.
Borrowing from History to Add Depth
The use of historic design references—like mid-century modernism or Brutalism—adds depth and cultural texture.
In a brand context, referencing specific eras or styles can spark familiarity, credibility, or aspiration, depending on how it’s used. It’s a powerful way to add emotional nuance and originality to your brand narrative.
Design for Movement, Not Just Moments
In film, sets are built to be moved through, not just looked at. Every surface, corridor, and transition is designed with motion in mind.
The same thinking applies to brand design. Your visual system should work across formats and platforms, adapting without losing coherence. Strong design considers not just how something looks, but how it moves through the customer journey.
Why Marketers Should Pay Attention to Film Set Design
If you’re building a brand, launching a campaign, or evolving your creative strategy, the principles of production design are incredibly valuable:
Think in terms of environments, not just assets
Anchor design decisions in narrative and tone
Use visual consistency to create emotional cohesion
By taking cues from film design—especially examples like Loki and Fantastic Four—marketers can create richer, more immersive brand experiences that resonate far beyond the first impression.
In the end, the best brands don’t just tell stories—they create worlds. And that’s where engagement truly begins.