Campaign visual direction
Before any design work starts, we agree the visual direction that will hold the campaign together across every touchpoint. This means defining the colour palette, typography, imagery style and layout principles that communicate your core message consistently. We map out the hierarchy of information so that the primary call to action is always the most prominent element, whether someone encounters the campaign on a mobile screen or a printed poster.
The visual direction also covers the production requirements for each asset type. We decide which formats are needed, the file sizes and resolutions required, and any brand guidelines that must be followed. This upfront agreement prevents last-minute changes and ensures every piece of the campaign feels like it belongs to the same launch.
- Agreed colour palette and typography for the campaign
- Defined imagery style and hierarchy of information
- Production requirements for each asset type documented
- Brand guidelines reviewed and incorporated
Social and display layouts
Once the visual direction is set, we design the individual layouts for each platform and medium. Social layouts are sized and structured for the channels where your audience spends time, while display layouts cover banner ads, web pages and any other digital placements. Each layout is built to the specific format requirements of its channel, with the call to action placed where it will be seen first.
We also consider the sequence in which someone might encounter the campaign. If a user sees a social post before a display ad, the visual language should feel familiar and the message should build. This means reusing key visual elements across layouts rather than creating something entirely new for each placement, which keeps the campaign cohesive and recognisable.
- Platform-specific social layouts sized and structured correctly
- Display layouts for banners, web pages and digital placements
- Call to action positioned for maximum visibility
- Shared visual elements reused across layouts for cohesion
Reusable launch asset kit
A reusable launch asset kit is a collection of design files and templates that your team can update and repurpose for future campaigns. This might include editable social post templates, banner ad variations and presentation slides, all built to the same visual direction. Agree the instructions and editable elements your team needs, then test a representative update before handover. Some changes may still need design support or specialist software.
We build the kit with the formats you actually use, not a generic set of files. Tell us which editing tools your team uses and what changes they need to make. Confirm compatible formats, editable elements and licences as part of the proposed deliverables. The kit is organised and labelled so that finding the right file is straightforward, and we agree the level of editability your team needs before the work begins.
- Editable templates for social posts, banners and presentations
- Files delivered in the software your team actually uses
- Organised and labelled file structure
- Clear instructions for making updates independently
Where the campaign will appear
One of the first questions we ask is where your campaign will appear. The answer determines which formats we design, how many we need and what the production requirements are. A campaign running only on Instagram requires a very different set of assets than one running across Instagram, Facebook, LinkedIn, display ads and email.
We also consider the context of each placement. A social post sits in a scrolling feed and needs to grab attention quickly, while a display ad on a website may have more space to explain the message. Understanding where the campaign will live helps us decide the hierarchy of information and the size of the call to action for each layout.
- List of every channel and placement the campaign will use
- Format and size requirements for each placement
- Context of each placement considered in the design
- Number of layouts agreed before design work starts
What someone should do after seeing it
Every asset in the campaign should point to a single, clear next step. Whether that is visiting a landing page, signing up for a newsletter, or making a purchase, the desired action is agreed before the design work begins and then reinforced across every layout. This means the call to action is consistent in wording and placement, so the audience knows exactly what to do.
We also check that the destination matches the promise in the creative. If an ad says 'sign up for early access', the landing page should make that easy and immediate. A mismatch between the asset and the destination is one of the most common reasons campaigns underperform, so we review the full journey from first impression to final action.
- Single agreed next step for the entire campaign
- Call to action consistent in wording and placement
- Destination page reviewed for alignment with the creative
- Full journey mapped from first impression to action
Your working checklist
- List every channel and placement the campaign will appear on
- Agree the single next step you want people to take
- Confirm the software your team uses for future edits
- Review the landing page or destination against the creative
- Decide which assets need to be updated after launch
- Set the review and approval process before design starts
- Confirm the number of layouts required for each format
Questions worth asking
How many layouts do we need for a campaign?
The number depends on where the campaign will appear and how many channels you plan to use. We agree the exact count before design work starts, based on your channel list and the formats each one requires.
Can we update the asset kit after launch?
If updates are part of the intended workflow, specify editable templates and usage notes in the scope. Agree what your team should be able to change and what requires design support. Additional templates or changes after launch can be discussed separately.
What happens if a platform changes its format requirements?
We design to the requirements agreed at the start. If a platform changes its specs later, we can adjust the affected layouts, though that would be discussed and agreed as a separate piece of work.
Make the next conversation concrete.
Bring the questions this page raises, the materials you already have and the decisions you need help making. The brief planner turns those starting points into a document you can review and share.
Build your brief ↗