Question

Topic: Advertising/PR

How To Get Internal Designers To Modernize Design

Posted by Anonymous on 3/19/2004 at 10:57 AM ET 250 Points
I'm recommending to a client that they modernize the design of their brochures. They have internal designers who they must work with. How can we communicate to the designers what's needed -- besides showing samples of what we're looking for?
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RESPONSES

  • Posted by williamarruda on 3/19/2004 at 11:04 AM Accepted
    Hello...

    You have to talk to designers in their language and involve them in the evolution of the brand.

    I would prepare a creative brief that identifies the attributes that the brochures must convey .. and ask for their input on how it would be best to evolve from where they are to a newer, fresher design that more accurately reflects the aspirations of the brand.

    Show them examples of materials that reflect the attributes you would like to convery.

    Engage them in the the project of enhancing the external brand image and they will be more likely to contribute positively....instead of digging in their heels.

    Best of luck to you!

    William Arruda
    www.reachcc.com
    What have you done for YOUR brand today?
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