There tends to be a lot of “stuff” created these days that passes as marketing. The reality is that there is a huge disconnect between the project “story” and the collateral. Too often designers are being cool for cool sake, not to enhance the real message. They ask us to make a “leap of faith” if you will.To further complicate things in a larger campaign there is often an inconsistent feel to the project. So how do we work through those problems? Since all memorable marketing efforts tell a story, that is where we start. We then develop the key messages and develop comprehensive strategies around the story. These messages are then turned into illustrations, graphics or animations which will serve as the visual cues throughout the collateral. These strategies in turn are flushed out and constantly compared against the story, key messages, and design elements to provide a cohesive and consistent approach.
Leap year comes only every four years - enjoy that extra day but don’t spend it trying to unravel a confusing marketing campaign.
