My method, in detail

A great visual is never a fluke. Here's what I check before delivering, whether it's an ad or a brand identity.

Anatomy of an ad that works

Behind every visual are decisions. There's no single recipe: depending on the product
and the audience, an ad can show the product head-on, or spark a need, speak to the audience and hint
at the solution. Here are the questions I ask myself before delivering.

1. 1

   The hook

   What stops the scroll: a benefit, a question, a situation the audience recognizes. Readable at a glance, even small and with the sound off.

2. 2

   The subject

   The product itself if it can be shown, otherwise what it changes: a scene, an interface, a before / after. People need to get what it's about, without spelling everything out.

3. 3

   The proof

   A review, a stat, a badge, a face: something that makes the promise believable before the click.

4. 4

   The offer or next step

   A promo, a free trial, a quote, a sign-up: when there is one, it's set apart so it doesn't compete with the hook.

An ad is a system, not a one-off visual.

Anatomy of an identity that holds up

A logo never lives alone. Here's what makes an identity consistent, from the business card to the ad campaign.

1. 1

   The logo

   Simple and memorable, it works in one color, large or tiny.

2. 2

   The palette

   Every color has a role and a proportion. It's more than a color chart.

3. 3

   Typography

   A contrasting pair of typefaces and a clear hierarchy, from headline to small print.

4. 4

   Applications

   Packaging, social media, stationery: the brand is recognizable even without the logo.

5. 5

   The rules

   Clear space, minimum size, what not to do: the guidelines let any team use the brand on their own.

Legible from storefront sign to browser tab.