Bridging the Gap Between Visual Design & Marketing
Successful campaigns are rooted in solid content, consistent branding, and a familiar visual style throughout. Applying design-thinking to marketing campaigns allows creative to be a part of the equation from the first kick-off meeting through to launch. Keeping creative, content development, and strategy in pace with one another throughout a campaign’s development reduces or eliminates the need to circle back unnecessarily as input from all three help each other make informed decisions and the project moving forward.
Determining the scope and structure of a campaign and the potential assets needed to support its lifecycle (both externally and internally) is key. What public-facing collateral best tells the story? What internal collateral best supports lead generation and business development as a campaign gets underway? Brainstorming sessions are essential to explore and identify these questions and the necessary assets. Additional brainstorming sessions take a close look at how these assets could be developed—both in visual style and language tone—and align closely with a company’s brand.
While campaigns can be similar in kinds of content, oftentimes a topic might require a special asset or a unique set of assets to support its overall marketing objective—often revealed during brainstorming. Further ideation and exploring “how” and “why” a special asset fits into a campaign has to be weighed against how it impacts a company’s brand holistically. Understanding the level of work and types of resource needed help build out a plan to completion. In this instance, assets for a new vertical campaign on the topic of Patient Medication Adherence required a new website landing page, supporting blogs and a video segment to demonstrate thought leadership through innovation and understanding of the marketplace, a fact sheet detailing capabilities, a cache of related case studies to demonstrate real-word expertise, and a sales deck to support business development.
Roles: Art direction, marketing strategy, design, web design/development, production