Media buyers possess the data on ad performance and business goals. But they don’t necessarily know how to create new iterations faster or provide visibility into insights. Creative Strategists lead the people who will define the messaging and ultimately produce the ad—copywriters, illustrators, designers, editors. They also serve as the creative’s connection to the left brain. A good Creative Strategist knows how to look at data, break it down into actionable insights, and translate that knowledge into new ads. Simply put, Creative Strategists merge emotion and logic. They find the sweet spot between creative theory and media reality to maximize marketing results.
Pillars
Target
Typography, Branding and Design start with a focused analysis of the target – not the product or service. We design for the target first, and the message and merit of the goods and services second. IOn the above example, these products are aimed at Men, ages 25-45, interested in upscale products that are new
and better than the same ‘ol, same ‘ol.
Bold, All-Caps text is Masculine. It communicates trust, reliability and confidence. Upscale design should be sparing and clean, with flat monotone or duotone color, no gradients, and limited to no photographic or graphic elements. Flashy colors, gradients and graphic elements are most effective with sales, retail and consumer products. Inverse (dark with light text) styling works best for demos that are drawn to style and/or in younger age groups. Inverse styling should only be used when marketing to one of these categories: Youth, Male, Technology, Games, Auto, Clothing, Interior Design, Personalities, Casual
"This is how I always envisioned our website. Great job!"
CMS Web Design
Joomla & WordPress
Since 2008
