There is an underlying, almost invisible vocabulary associated with the design of an integrated campaign. Difficult to detect, cumbersome to explain but nonetheless present. This dialect usually holds the common parts (and uncommon parts) together into a cohesive group. It could be a subtle margin spacing or a specific type size or something more obvious. White space (or ground) is designed just the same as the subject. Is the thinking behind the white space going to translate to the next team?
The point is this – one BIG idea that is splintered to multiple newcomers – generally becomes weakened. If it’s not weakened, then there is a tremendous loss of efficiency in explaining the BIG idea to the execution company du jour.
The straw that stirs the drink is the BIG idea. Who better than to oversee the execution of that central concept than the creators of it.
Design has always had overlapping disciplines. For example, color and composition apply to literally any design execution. Now, more than ever, there are overlapping execution disciplines – from consolidated software applications, to uniform file types to converging media platforms. This convergence creates a synergy throughout your campaign.
Do you go to 10 pizza places to construct a pizza? Or do you go to one joint and get the whole, 10–piece pie? Maybe one place is faster, or one place cheaper, but the reality is you want the best meal. And you want the best campaign.
That’s why we favor a multi-disciplinary team whose skillsets and talents overlap. There is nothing more efficient than leaning out of your office to verify that a critical piece will work.
Continuity of your campaign’s BIG idea is strengthened by a team of thinkers who are executing it for you.