The fundamentals of design and branding are of the upmost importance for a company. It is invaluable to your consumers to be able to recognize your brand – and the look, feel & mood that goes along with it. Look, Feel & Mood are three of the most important elements that we discuss with clients during pre-productions, and one of the top focuses during the shooting and editing phases. For a production company, it is a great pleasure to work with a client who understands this and is willing to contribute in the process along the way. When it’s all added up, it makes for the best possible project given the scope of work. Erica Gorochow is out with a new explanation on the Fundamentals of Design, which is a quick and fantastic insight to your brand’s image. We thought we’d write down a few thoughts on branding, being one of our focuses, to further help our clients and prospective clients understand the production process.

Consistency
Keep your brand image consistent. Make sure that it ties into your campaign. If your company has a internal Art Director or Creative Director, make sure that this person has a couple of one-on-one conversations to get a clear message of the goal at hand to the Creative Director and/or Producer on your shoot. Often times we’ll use the exact same files that are used in print collateral for motion media, or a song that is featured on your website will be used, in various lengths for the edits of your project. All too often we see campaigns that are related, but too far apart, leaving the consumer adrift in the brand & message.

Detail Your Needs & Goals
What is the message you’re trying to portray? It is the client’s responsibility to deliver this message to the Creative Director on the production team. Ask this person what he/she needs to know to understand the project at hand. The first time you work with someone you’ll need to be the most thorough. As times goes on, and more projects have been completed, this process will begin to streamline itself. If you can, develop a synergy with the production company you’re working with, create a workflow that is always helping to streamline the process. When in doubt, refer to the above paragraph.

Media Variety
Where is your media going to be seen? I’m not talking about TV, Internet… etc. but what type of environment. Will you have a captive audience? Or will they be passing by and only have them for a brief moment? Spread your deliverables out to cover what you’ll need. Do you need a shorter edit geared towards someone on his or her mobile phone? Or will you have them captivated for 10+ minutes. You can tell a story in :30 seconds, or in 10 minutes, but it’s how you tell it and what you choose to include.

The Fundamental Elements of Design

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