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Digital Marketing, News & Trends, Social Media - 6 March 2024

Design Q&A with creative director Lisa Walsh

Having polished and professional design is imperative to maintaining the strong identity of your business and standing out against your competitors.

We asked our creative director, Lisa Walsh, the key questions regarding how your business can use design, and why it matters so much in the growing sphere of creative content.

What design services do you offer at Effective?

  • Social media assets: GIFs, professional Canva templates and simple animated posts.
  • User-friendly and visually appealing brochures, flyers and magazines.
  • Infographics that simplify complex information.
  • Letterheads and business cards that align with your brand values.
  • Eye-catching posters, banners, and pop-ups.
  • Brand logos and guidelines to refresh your identity.
  • Trade show graphics to differentiate you from competitors.
  • Corporate merchandise such as T-shirts, pens, and tote bags.

Why should businesses embrace design and creative content?

Maintaining positive creative content will boost your online presence, elevate your digital footprint and enhance your reputation.

In today’s world, having a strong digital footprint is more important than ever. Utilising creative assets enables your business to engage with potential customers and extend your reach by appealingly conveying messages.

Additionally, having an effective design will aid in establishing credibility and fostering trust. Conversely, negative responses to content can harm your professional reputation.

Why are brand guidelines so important for a business?

Brand guidelines play a crucial role in defining your business’ distinct identity both internally and externally. These guidelines encompass style rules ranging from typography to colour palettes, enabling employees, partners, and clients to execute their tasks confidently while maintaining a consistent, recognisable, and professional brand image.

Whether your brand requires a minor tweak or a complete overhaul, we provide rejuvenating rebranding and revamping services.

How does good design make a business/brand stand out?

Good design is not just about looking pretty; it’s about communicating your values, building trust, and setting yourself apart from business competitors. Our design philosophy revolves around making intentional choices that elevate messages, making them more memorable, recognisable, and impactful.

We aim to enhance creative assets by:

  • Ensuring they are instantly eye-catching to captivate attention and engage the audience.
  • Making them recognisable to build brand recognition, establish a strong reputation, and differentiate from competitors.
  • Ensuring they effectively communicate with the target audience by tailoring the presentation appropriately for maximum impact.

What are the five key design elements every business should incorporate?

  • Logo: The first thing clients see when they are introduced to your brand.
  • Colour palette: Colour significantly influences how clients perceive your company. Opt for a primary and secondary colour that resonates with your brand’s personality, and limit your palette to avoid visual overload.
  • Typography: Choose a main font that complements your logo and colour scheme. All of your brand’s text should follow a consistent style. Guidelines should contain instructions on font type, size, spacing and any adaptations for various formats, as well as a common, widely available font to use when your primary font is not available.
  • Messaging/values: Clearly define how graphics and additional visual elements should be utilised. This includes regulations for borders, filters, and effects in media creation.
  • Imagery: Aim to create a visual language. Guidance on appropriate and relevant image usage, copyright considerations and colour scheme choices should be emphasised. Use photographs or illustrations that reflect your brand’s tone and style. Consistency is vital for visual cohesiveness.

What does the creative process entail?

The creative process involves various steps such as receiving a brief, collaborating with a client, making edits, and finalising the version. We firmly believe in engaging clients continually through the creative process to steer the direction, as they possess a deep understanding of their business.

To kick off, we will arrange a meeting with our client to outline the requirements and establish a structured process. After determining the tasks at hand, we will organise them in a sequence and present a proposal containing costs and recommendations.

If both parties agree to move forward, we will request the five key design elements, unless brand guidelines are part of the process. Design is very subjective, so occasionally, we will ask for examples of designs that a client has seen and liked. Subsequently, we will present initial creative concepts for review.

A client can choose one concept for further development. Any additional work or edits could incur revision charges, but we will discuss what is fair and reasonable along the way. Upon client approval, we will generate final designs based on printer specifications.

Remember, a positive digital presence with strong creative content can make all the difference in today’s competitive marketplace.


If you’re looking to enhance your brand’s design, or would like to discuss further, please contact Lisa at lwalsh@effcom.co.uk to arrange a meeting or informal chat.

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