Once upon a time there was a start-up with 2 brilliant founders, who had developed software that addressed a need in an area supporting conservation of resources. A do good product that is a viable money-maker as well. Love it.
They were doing customer surveys for end users; the survey was designed by someone overseas without design expertise for print (there is a user interface in print, too), and the print version was hard to read and uninviting.
They’d had someone spend considerable time designing a logo, and had a non-US source for coding the website about to be launched with the help of junior designers under client direction. (Don’t try this at home; it doesn’t work.) While both of the founders were bright, neither had a background in marketing, and to assist them, they’d hired a junior writer who has an interest in sustainability, (writes blogs I think) to serve as a project manager to get their site up and running. The three of them plus their contractors were going in circles without any clear leadership.
It’s no surprise their web project was going nowhere. Yes it had some pretty design elements (“Gratuitous design,” to quote Paul Hauge). Overall the design was inappropriate to the audience, didn’t proffer the product/service’s benefits, nor did the proposed website design and messaging explain the product/service effectively. And, my client was unclear about who their primary audience was. Plus, there was no site architecture to be had.
Their branding was non-existant, including a logo having nothing to do with their offerings. The user interface was non-existent both for the site, and for the analog (print) version of the survey, which was also not worded simply and clearly enough to reach all householders in their market. This needed re-designing and editing.
As a creative director and design professional with over a decade of experience playing a role that’s both strategic and tactical to get results, I’ve seen this before. Many times. While I can expedite solutions for bogged down marketing, branding, writing, and design like the one I just described, I can’t get back their wasted time, energy and funds. How I wish.
To assist the team, I started with a series of questions, listening to answers, clarifying, asking more questions. Next, I wrote a plan of action, in this case a creative brief, checking in with my client to confirm that we were all in agreement with its contents and the way forward.
The way forward included a new logo and branding that was suitable, using some of the design assets they had gathered, only this time using them more effectively and consistently as a part of their overall identity, on the website, the survey and on other printed materials.
The design work I completed for them was on target with their goals, and resulted in a user-friendly, compelling website with clear messaging, an easier to read (equals more likely to be filled out and mailed) printed survey as well as a new logo design providing a quick read on what they offer. The quick read is especially significant since they are offering a new kind of service. I delivered web design files, including a slide show, and the text for the slide show in time to make their programming and launch deadlines, all because we slowed down long enough to make a plan and write a creative brief, periodically reviewing it to make sure we stayed on track.
Previously, the branding on the survey was unclear. (note: In consumer facing situations, my client is invisible, and the branding in question here is for their client.) Ideally consumers would understand that the survey is sent to them by the same entity who is delivering the changes suggested by their survey responses. This kind of consistency in branding and messaging is key to having an audience perceive your company in a manner that is to your company’s benefit in terms of growth and increased market share. The more you shine in the eyes of your audience, the more they will spread the word.
My client was clear that they would leverage social media, but they weren’t clear about the role played by marketing and branding and perception…nor the role an effective creative director/consultant could play.
What they have to offer is a brilliant technology solution, and my job is to make them stand out through effective messaging, design strategy, design, writing, and using whatever tools (including social media and video) are appropriate. While the marketing, branding, advertising industry has changed, the questions to be asked are largely the same, or parallel the sensible ones we’ve traditionally asked.
