One of the most disappointing things I have witnessed in my career is when great campaigns start to decay because no one invested in a clear set of production guidelines.
Janus Henderson is a British-American global asset management group offering a range of financial products to individuals, advisors, and investors. This client relies on maintaining trusted relationships with their clients. Their target audience looks for security and reliability in an investment company. This can only be achieved with a consistent brand presence.
The creative team at Gravity produced some stunning campaign work. Unfortunately, new work often suffered because the only guides designers could reference were the campaigns produced in the previous quarter. This resulted in every slight change in line weight, colour, logo position was amplified until all consistency between collateral was lost.
The task was to audit a selection of work produced over a 12 month period, and identify the common issues that keep leading to inconsistent designs. The research indicated that not only basic brand elements were being misused, but no appropriate digital masters had been considered. This lead to the development of a completely new set of ‘digital first’ masters and production guidelines for designers to reference for future campaigns.
DESIGN & PRODUCTION LEAD · GRAVITY GLOBAL
