Creative: Conduct a Creative Symphony
When it comes to multichannel design, it’s all in the coordination
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ALL eyes on the conductor. Communication works better with a smaller team. Put a common person in charge to manage communication among larger groups — particularly if there are separate teams working separate channels within one brand — typically the creative director who reviews everything prior to being released. A “brand cop” ensures style of design, use of graphics, approach in lighting for photography and voice of copy is consistent with the brand personality.
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Jean O. Giesmann
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