Client: “We need creative for a ticket sales promotion for the upcoming Crankworx Rotorua festival”.
Me: “Sounds good, what’s the brief?”
Client: “There isn’t one. Here are the details” (followed by three hundred words explaining a prize pack for the promotion.) “We need it for Facebook and Instagram”.
Me: “OK, let me give it a little thought and get back to you, three hundred words is quite a lot to distill down to something that will work on a visual channel like Instagram”.
This was a prime example of the role of a Graphic Designer being able to figure out what the client wants to say, to which audience, within the restrictions of the selected channel. My suggestion to the client was that what would work best is a bold, clear graphic device. Almost a logo, with minimal text. Purely to provide a memorable visual identity for the promotion and prompt a click-through for more details.
I suggested a couple of options, and given the nature of this type of super-urgent turnaround kind of project I mocked up both versions so they wouldn’t have to imagine, they could actually see the application of the creative.
Result, instant sign off. Concept A ran. Which concept would you have chosen?