The brief
Nobody here has a marketing department.
A community group launching something needs the email, the poster, the flyer and the video — and all of it needs to look like the same organisation. Nobody is briefing an agency. Somebody is doing this in the evening after everything else, and what they need is for it to be handled properly and to arrive on time.
The approach
Start with where it will actually be seen.
A poster is read from three metres away by somebody walking past. An email is read on a phone, one-handed, in about four seconds. Those are different design problems, and pretending otherwise is how you end up with a poster nobody can read and an email everybody deletes.
Emails built to survive Outlook
Hand-coded HTML that holds together in Outlook, Gmail and on a phone — Outlook still breaks layouts that other tools take for granted.
One message per piece
Nobody should have to work out what they are being asked to do. One thing, said once, with the next step obvious.
Print and screen kept consistent
The poster in the window and the email in the inbox read as one campaign rather than two unrelated efforts.
Files handed over in a form you can reuse
You get the working files, in formats you can open, so the next flyer does not require coming back to me.
What this covers
Four things that have to look like they came from the same place.
Campaign emails
Hand-coded HTML that holds together in Outlook, Gmail and on a phone.
Posters and flyers
Readable from three metres for a poster, readable in a hand for a flyer, print-ready either way.
Social graphics
Sized properly for each place they go, so nothing important gets cropped off.
Short promo video
Enough to announce a thing and make somebody want to turn up.