PROBLEM: How can an external designed concept for a new product launch be scaled to various print and digtal assets internally, whilst also meeting brand guidelines and keeping consistency?
New Product Launch
Context
The new product launch concept was designed by an external agency, who created the overall look of the campaign. Once the concept was approved, the marketing team briefed this internally to the design team.
My role in this project, was to take the concept and apply this to various assets for digital and print. As the final content from the external agency was shared as hero shots,
it would take a collaborative approach from the design
team and marketing team to work together to adapt this
to final assets.
Process
I reviewed the external agency assets, carefully studying the branding for typography, layout, visual hierarchy, colour, and images used. By doing this I was able to identify how to apply this to our style of day- to-day assets, varying across digital and print.
Working with the marketing team, a list of assets was briefed into our work management system and assigned to me, this included mobile and desktop email banners, printed pop up banners, Digital brochures, edits to video content.
I took the external agency assets and applied this to each of the assigned tasks, checking against branding and referring to the original design concept from the agency and working with the marketing and design team to verify this had been translated correctly.
Challenges
A challenged faced throughout the process was that the external agency had solely created the hero assets for digital use, therefore some of the elements such as images, typography, graphics needed to be scaled for print and some graphics removed completely due to limited space on assets.
Clear communication between the design and
marketing team was vital, particularly when explaining to them why certain elements couldn’t be adapted
for print without compromising quality or consistency with the original concept.
Solution
To ensure the concept from the agency was effectively applied, I worked closely with the marketing team and agency. This ensured clear communication was given
on assets and why design decisions had been made on removing certain graphic elements due to the limitations, whilst also explaining what could be kept and how this meets the concept, giving various layout options.
By doing this the marketing team were able to prioritise elements on each of the assets for what adds the most value to customers and clear, rationale design decisions were made collaboratively.
Outcome
As a result of this the assets were delivered on time for the product launch date. The assets met brand guidelines and aligned with the creative concept from the agency, whilst still being effective for various print and digital assets.
Reflection
The project strengthened my ability to collaborate with internal and external stakeholders, taking concepts and applying this to day-to-day assets for the business for both digital and print.
I learned the constraints of adapting hero assets and strengthened making informed design decisions to meet various design asset requirements.
A lesson learned would be to work earlier with the design agency on the hero concept to ensure this can
be adaptable to both digital and print, to ensure
a smoother transition in applying this to the
internal assets.