Longo, Elizabeth2025-05-052025-05-052025https://hdl.handle.net/11299/271624This study explores the intersection of user experience (UX) design and branding, emphasizing the critical role UX design principles play in shaping brand identity. Focusing on theoretical frameworks, such as consumer-based brand loyalty and user-centered design, this research investigates how UX elements like usability, accessibility, and design consistency impact brand identity. The fi ndings highlight how UX design not only enhances functionality, but also fosters emotional connections, driving long-term consumer engagement and brand loyalty. By bridging the gap between user interaction and brand identity, UX design emerges as a strategic tool for sustaining brand identity across digital contexts. This study aims to understand how UX design principles aff ect a brand’s identity.College of Liberal Artssumma cum laudeStrategic CommunicationsOther