Advertising & graphic design
Welcome to August. Summer is coming to an end and soon we’ll be slapping on those winter tires. Yikes! It’s also that time when businesses start looking to review their marketing plans. Dare I say, shopping season?
Hopefully, the marketing and advertising you’ve done for spring/summer has been paying off? But will it carry forward? Whether you created a print/digital campaign, produced brochures/flyers, or simply spent time on social media, you want to make sure your brand stays top of mind with your customers. What type of creative shop did you use to make it this far with your brand message? You did use qualified professionals, didn’t you?
That brings me to a question I ask potential clients when they knock on our door asking for creative help. The question is, “Did you use an advertising or graphic design firm to establish your brand?” Contrary to what people think, there are distinct differences between the two when it comes to brand building.
Advertising agencies employ advertising designers or art directors as they’re more aptly called. They are big picture, concept developers who focus on brand development campaigns that lead to awareness (aka sales for their clients). Art directors hone their skills working in advertising agencies led by creative directors, marketing/brand managers, media directors and are teamed up with copywriters, illustrators, photographers, production artists and graphic designers. Their role is to study the market, understand target audience habits, and to create visually compelling campaigns which are implemented in a variety of mediums simultaneously: print, digital, radio, social media, television, etc.
Graphic designers are versatile creatives that can be found working in ad agencies, design studios, in-house company art departments, or on their own. They are trained to focus on the aesthetics of a concept be it advertising, packaging, logos, or brochures to name a few. Font selection, colour palettes, layout, and photo selection are just some of the design requirements of effective visual communication. Graphic designers follow brand guidelines developed by clients or their advertising agencies.
To say there are no similarities between advertising and graphic designers would be a misgiving on my part. I, as well as many who go on to a post-secondary education, was trained first and formally as a graphic designer. Graphic design is my foundation. However, I focused my education on advertising where I worked more conceptually which often required radio and television/video, not normally part of a graphic designer’s skillset.
Graphic design comes with its creative challenges to solve and can be tedious work that requires attention to detail. I’ve worked with many graphic designers in my career whose talents turned concepts into award-winning campaigns. Do your homework when it comes to selecting who you will hire to help grow your brand. If it’s well established, go with a graphic design studio. If you need to reposition your brand, go with an advertising agency. Or find a shop or freelancer that does both.
Until then, keep it raw.
Cheers, mark.
