Campaign Guidelines
Out of context: Reply #3
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@matski
Well, not having campaign guidelines isn't always necessarily the case.
Consider Lufthansa. Their lead agency is Kolle Rebbe, an advertising agency out of Hamburg. I was working with them at another agency a few years ago, doing digital campaigns, and one of the first things they gave us was a who set of guidelines about things like mood, tone, headline styles, themes/subjects, shooting styles for photos and film, the lot. Everything was laid out and well-documented, based on the overarching campaign strategy and the Big Idea. Everything we did had to match up to this.
Having said that, the design of the campaign had to adhere (mostly) for the corporate identity guide given to both KR and the agency where I was by the client, in terms of logo usage, typography, colour palette, and so on.
- Now that I think of it, it was also the case with Swiss International Airlines when Publicis Zürich had the account at that time.Continuity
- Back when I used to pretend to be a designer we had a huge tome dictating the samesuch brand 'feeling' provided to us by Orange (now defunct telcom)Nairn
- .. I learned so much from that, given I didn't have a formal education in design!Nairn
- Wish I'd stolen one, thinking about it. d'oh.Nairn
- Yes... looking for samples of this.wagshaft