SIGNAL / SERVICE
Campaign systems
One clear idea, adapted without losing its point.
A campaign system starts with the message and the conditions in which it will be seen. A poster, a small mobile panel and an email header have different reading distances and amounts of space. The work should explain what remains recognizable when the format changes rather than treating every output as an unrelated design.
A central visual and verbal direction gives the adaptations something to hold onto. The studio can test hierarchy, pacing and contrast across a small representative set before producing the full agreed list. That list matters: new sizes, copy versions or languages can change the production scope and review effort.
The handover should make the system workable for the people preparing the next round of material. Include the agreed source files, format specifications and usage notes, with the relevant asset rights. Creative work does not guarantee reach, clicks, ticket sales or other campaign results; media buying and measurement are separate responsibilities. Reviews should use the actual intended formats and approved copy, with clear ownership of late changes and any additional production work.
A useful handover
Creative direction
Key visual system
Channel adaptation rules
Agreed format set
Usage and handover notes
How we work
Understand the message and context
Shape the central idea
Adapt across agreed channels
Review and deliver the asset set
A good starting point
Teams with a defined message, launch or programme and a practical set of channels.
Scope to agree
Media spend, distribution, performance guarantees, filming, photography and unlisted adaptations are separate unless the agreed scope includes them.