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A designer’s journal

Portfolio · Alignment & Coordination

Modularity & brand communication

The in-between space of the economic constraint of a campaign and the richness of the brand's narrative.

Role
Head of Design
Client
Okaïdi (ïdkids Group)
Deliverables
Two training workshops for print and web art directors, modularity document, adaptations of a real campaign ("Diversity")
Period
2019, 2 half-day workshops and 2 days to create the document
Context
Limiting campaign photo shoots without impoverishing the narrative; a 6-person creative team
Applications, main visual: the "Diversity" campaign adapted for the home page, shop window, e-mail and social media, with the same visuals recropped and GIFs.

The intent

For economic reasons, Okaïdi had to limit its photo shoots and make better use of them, while continuing to show a rich narrative.

The question: how do you structure brand campaigns so that communication fits each medium while staying consistent?

The mechanics

The plan

  • Two half-day workshops to train print and web art directors in modularity, on a real upcoming campaign: “Diversity”.
  • A document, created in two days, that sets out the method.

The principle comes down to two rules. First, visuals are thought through before the shoot, for both the store and the web. Second, each visual is designed to be reused as much as possible (e-mail, home page, social media), adapting the storytelling to each medium.

Applications, main and complementary visuals: the campaign landing page (video, looks, product, mood) and the modules that derive from it.

Photographic intentions: mood and personality, with the complementary visual serving diversity and identity.

Twigging it: a diversity of looks, as main and complementary visuals.

The impact

The workshops created buy-in and a shared understanding of communication as a “Lego set”: common pieces, assembled differently depending on the medium.

Marketing validated the quality of the response, and the cost of photo shoots fell by 60%.