Even the most rugged-attitude brands and those on the more funny or absurd side when it comes to branding still execute their creative and marketing campaigns at a high level. Regardless of the tone used, professional creative should never feel amateur. When reviewing concepts, your team is likely to communicate ideas rapidly, even when the final art direction isn’t fully fleshed out. And if and when something starts to feel off, be sure to question the final design direction, photography style, messaging and tone.
Professionally speaking, it’s always better to ask first than regret later.
This often appears when the team starts to make comments like:
- “I like the subtle humor, but the design doesn’t do much for me.”
- “I love the look, but the headline is a little too cheeky.”
- “It looks clean, but doesn’t feel clever.”
Creatives don’t know exactly what these comments mean, but as humans we do. It’s a feeling.