From the course: Marketing Strategy for Designers
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Visual language design for marketing campaigns
From the course: Marketing Strategy for Designers
Visual language design for marketing campaigns
- [Instructor] Once you've identified the content types and tactics needed to accomplish your smart goals, it's time to take the reins as a designer and develop a visual language for your campaign. While most marketers expect their organization's brand guidelines to be enough for a marketing campaign, the truth is that brand guidelines should only be your starting point. They simply can't anticipate every visual nuance that will properly speak to your limited target audience, or the versatility needed to develop every type of content that your campaign may require. This is why you'll need to develop a campaign specific visual language that should be informed by your target audience, smart goals, overall campaign tactics and content types, and your brand guidelines. A visual language is a style guide directing the tactical deployment of a brand's visual identity, created for a specific campaign initiative and our audience…
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