In my latest blog post, I share my experiences as a Freelance Senior Creative Graphic Designer and Art Director, focusing on my involvement with Really Helpful Marketing for Kallidus Content’s transformative eLearning solutions. My role involved close teamwork with a copywriter, where I was key in conceptualizing and crafting engaging visual content for a LinkedIn and Facebook lead-generation campaign, which was linked to a microsite offering value-exchange collateral. The post delves into my working methodology and creative process, showcasing the results of this venture.
Revolutionizing eLearning: Kallidus Content's Mission for Efficiency and Growth
Kallidus Content is transforming curated learning through on-demand, user-driven courses in concise segments, enhancing learner understanding, behavior, and knowledge retention. Their commitment focuses on empowering customers to fully leverage their staff's capabilities, thereby fostering business success. Kallidus offers a range of interactive and cost-effective eLearning solutions, ensuring greater learning efficiency. To mirror these services in the U.S., they aimed to create a new website and initiate a lead generation campaign, intending to drive sales and expand their business footprint.
The Art of Design: A 9-Point Journey from Concept to Completion
Below, I’ve outlined a 9-point process that encapsulates my methodology from inception to completion. This process not only highlights my commitment to delivering high-quality designs but also illustrates how I navigate through the complexities of a project, ensuring that every aspect is meticulously crafted to meet and exceed client expectations. Let’s dive into these steps to understand how a concept transforms into a compelling visual narrative.
1. Project Briefing and Strategy
Receive and review the project brief and strategy documents.
Understand project objectives and deliverables.
Gather relevant information and clarify objectives with the account management team.
2. Initial Discussion with Copywriter
Discuss the brief with the copywriter for a nuanced understanding.
Plan how to utilize time efficiently to meet deadlines.
Brainstorm initial visual and copy ideas.
3. Individual Ideation
Independently read through documents and brainstorm ideas.
Use online tools for idea generation, including ChatGPT, Pinterest, and inspirational websites.
4. Collaborative Ideation with Copywriter
Reconvene with the copywriter to develop initial ideas.
Combine and refine ideas into a cohesive concept.
5. Artistic Vision and Preparation
Set up project presentation templates.
Align design elements with brand guidelines (fonts, colors, logo).
Begin working on imagery using stock libraries and design tools.
6. Design Development Phase
Develop imagery based on the concept and client requirements.
Collaborate with the copywriter to integrate text and visuals.
Use design software for efficient execution and refinement.
7. Presentation and Refinement
Present initial concepts to the account team for feedback.
Refine designs based on copy tweaks and team input.
Apply a fidelity layer for early showing and feedback.
8. Final Conceptualization
Finalize the design concepts over several days.
Make final adjustments to layout and design.
9. Project Completion and Client Feedback
Completed the project with positive feedback from the agency and the end client.
Reflect on the project’s success and client satisfaction.
Blueprint for Innovation: Navigating the Project Brief
As with all projects, it starts with the brief and a blank sheet of white paper. The copywriter-art director team was handed a briefing document, a single side of A4, to summarize the project objectives and deliverables. Accompanying the brief was a strategy document provided with the key boilerplate statement and a single-minded proposition. As a contractor, one needs to hit the ground running, gather all relevant information, ask any key questions, and probe the objectives and thoughts of the account management team. It's a great opportunity to set sail in the correct direction.
Typically, I circle back to discuss the brief with the copywriter after the initial briefing call. This is a more nuanced discussion to figure out how we can best utilize time to meet the project deadline and discuss our initial visual and copy ideas, if any, at this stage.
I usually tend to make another coffee while thinking through a few ideas. Typically, the copywriter and I will have an hour or two independently reading through documents and scribbling ideas. We then reconvene to work through the initial ideation process.
Creative Sprint: From First Thoughts to Final Concepts
My workflow has pretty much remained the same over the years. However, of late, I will use various online tools at my disposal to generate new ideas. As a seasoned professional, I tend to get the creative juices flowing no matter the quality or relevance of the initial thoughts. The ideation process usually moves through a few stages to arrive at something relevant that has an impact and cut-through. I use ChatGPT as a co-pilot. 90% of what it gives me is useless rubbish, but the rest can be great nuggets to get the ball rolling. Also, I use Pinterest, the dictionary, various inspirational websites, and my experience from working in the industry for the last 20 years.
The result is normally a scamped-out set of ideas that have legs, to pivot or run as a campaign depending on the nature of the brief. These will be discussed with the copywriter and, in turn, their ideas are discussed as well. The outcome is usually a solid set of ideas that will then need further development. This was the case for Kallidus.
Artistic Vision: Crafting the Visual Narrative
While the copywriter is beavering away on the words, I tend to set up the project presentation template. Odd, perhaps, but I find this helps me calibrate the deliverables, so I can “cut my cloth accordingly.” If working with an existing brand, I will read the guidelines, and set out the documents, using any one of the Adobe applications, again depending on what the brief is. Correct font, colors, and logo usage are essential. Once the brand DNA is added to the files, I will work on the imagery.
Synchronizing Words and Imagery: The Design Development Phase
My workflow for imagery will depend on the idea, the client, and the requirements. With the Kallidus project, it was about getting the proof of concept, so not going too deep into the execution and accuracy of artwork, while all the time considering how this can be accomplished later down the line.
I tend to have an idea about the image's look and feel. This typically involves going to stock libraries like Unsplash or Envato Elements to produce a composite. I have started using Midjourney for certain projects depending on the idea. Adobe Firefly just isn’t quite there yet. However, Adobe Photoshop’s in-app generative capabilities are excellent for speeding up the process so I can concentrate on refining the creative.
Project Culmination: Harmonizing Content and Design
By the time most of the assets are created, the copywriter usually has one of the three concepts written to a point where I can use headlines and subheadings to start laying out the text and imagery. Over a few days, more copy lands, and the options are designed in tandem. This allows me to circle back or move across the designs, correcting and calibrating based on copy tweaks or input from the account teams. Within reason, I usually like to apply a fidelity layer, which means showing work as early as possible to avoid any delays or overruns, which in turn keeps the hour count down.
This particular project ran over three days to produce the initial three concepts. The final day was mainly for the third concept and tweaking the layout and design.
The project was a success and created a standout. The agency was pleased with the output and the added value I brought to the table. The whole process was a joy – and the most satisfying point was learning that the end client was also happy.
View the final project here.
Impact and Reflection: Project Success and Client Satisfaction
Scott Sinclair is a seasoned Senior Creative Graphic Designer and Art Director, renowned for his innovative design solutions, strategic thinking, and leadership skills. With over two decades of experience in the B2B sector, Scott has delivered exceptional creative outcomes for large corporations and SMEs across diverse industries. He is celebrated for his versatility, adaptability, and ability to inspire teams while maintaining a focus on elevating design standards and streamlining working methodologies. Scott's portfolio showcases a wide range of skills, from branding and visual storytelling to creating dynamic content for various mediums, making him a valuable asset for any creative project. Read more about Scott Sinclair here.
"Scott is a cutting-edge designer and is focused on getting the best work out to meet the brief. He's flexible, passionate, and an all-round good guy. I highly recommend him because of his approach to work, and the quality of output he supplies." Gareth Wood
DirectorReally Helpful Marketing
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