Strategic communication
Our process is straightforward and end-to-end. It starts with an initial brief, followed by creative workshops. From there, we iterate digital design drafts en route to final delivery. With over 35 years of experience in our sector, we have evolved an approach we call strategic communication. To better describe this process, let us walk you through a project that put our skills to the test.
Digital printing
Our client, the food and packaging multinational Tetra Pak, requested a digital campaign for its global digital printing launch. This technology enables the production of small batches of custom-designed, high-quality printed cartons. It allows Tetra Pak to create unique packages for occasions like sports events, festivals and celebrations. But there was a catch: a rival company was about to announce a similar campaign. It was a race against time to get there first.
Understanding the project
The campaign consisted of a web page, online adverts and sales presentations. The goal: to create awareness through posters, videos and banners that guided the audience to the web page. The project needed a strong visual concept to show its uniqueness and potential.
We felt the best way would be to create imaginary cases demonstrating how users could benefit from using customized cartons. We proposed basing the cases on the main selling point to maximize their relevance to the sales presentations.
Defining the strategy
We needed to create numerous assets in minimal time – assets that needed approval on multiple levels. To be as flexible and effective as possible, we assembled a team that was exclusively focused on the campaign during the production phase. When all the resources were in place, we hosted a creative workshop to set the content and design framework. We then put together a detailed time schedule to maximize each team member’s time. There wasn’t a moment to lose.
Creative work
The campaign was to be conducted on several fronts and visually connect all key content. We developed a visual digital printing concept using a pattern based on superzoomed-in digital print. We used this pattern as a foundation to which we added colours and movements, creating a strong visual idea to build our design.
Production & delivery
Incorporating this concept in all assets gave us a clear direction and helped us as we made further tweaks along the way. Each day started with a team meeting to review progress and approach the next step. At the end of the week, we delivered a complete digital campaign. A project that should have taken a month was ready in a quarter of the time.
Tetra Pak and its customers received the campaign with enthusiasm. We were very proud! Knowing our strengths, applying our experience and building a strong strategy were the keys to success. This is how we work and what we call strategic communication.
