5 Ways We Help Our Clients Build Effective Graphic Design Campaigns

In the second blog of our Design series, Rob Furby, Creative Services Manager at Napier, shares how he works with clients to build effective graphic design campaigns. 

Having spent 14 years at Napier, I have seen the rapid change in mindset required to strive in this ever-changing industry. A combination of passion and determination to succeed has ultimately helped me to become a strong member of this well-established design team. As the industry has evolved, so has design, and we have had to adapt, to ensure campaigns include the development of emails, video content and product ads, just to name a few.

In this blog, I share the five key ways I work with clients to build effective design campaigns:

Use empathy

Empathy is the ability to learn how to value somebody else's experience. This helps to prevent designers from developing ideas that could be considered self-expressive.

Often when a designer attends clients meetings, it's clear that all the information shared can be relevant in some way, and it becomes our responsibility to take this information and unravel it into a cohesive story. Often, a client can be unsure of what exactly they are looking for, and so we are able to offer viable design solutions to their requests/problems.

Ask questions

By asking questions, parts of the brief can be pieced together and help formulate a ‘story’ approach to a concept. This could typically be the standard who/what/where/when or could be as simple as a choice between two colours.

Asking questions helps to engage clients. Every answer equates to a better understanding of the clients’ needs. This also assures the client that there is genuine interest in wanting to offer the best solution(s) available, leading to better empathy.

Build trust

There is huge value in building trust with clients. This presents an opportunity to have the confidence to offer additional value, which will ultimately strengthen the professional relationship. Trust can alter the clients’ perception of a designer from that of a ‘contractor’ to a ‘consultant’ – someone who strives to offer that little extra, to enhance the rapport.

A design role isn’t just about creating nice looking designs but also providing value and solving problems in an effective and creative way.

Always test your design

I often present concept ideas to clients early and frequently. It's important to not get hung up on the fact that a first draft needs to look like the finished article before it is shared. This actually allows feedback from others, including the client. Let’s not forget that the client will have a good understanding of their customers so that a collaborative approach can only be a positive thing.

Design is a team sport

Every good design is often the result of multiple ideas from multiple people, whether that be designers, the clients themselves or project managers. If three designers are given the exact same brief, there would be three different visual creatives.

Collaboration within a peer group of designers will always result in a more thoughtful creative process. Who doesn’t feel more inspired than working within a great team? No designer can ever know everything and should always work to improve skills, techniques and ideas, and where better to do that than with a team of like-minded individuals.

 

Interested in how we can help you develop your next design campaign? Why not get in touch, we’d love to hear from you.

 

 

 


The Life of a Creative Services Manager at Napier

Here at Napier, we thought it was about time that we provided some insight into what life is like as part of the Napier team. With this in mind, we’ve asked different members of our team to share what they get up to on a day-to-day basis and the different elements of their role.

First up is Rob Furby, Creative Services Manager at Napier.

Why did you join Napier?

Having originally come from a vehicle signage/design studio which focussed on B2C consumers, I was looking for a slightly different challenge that would utilise my existing skillset, and also allow me to develop in all aspects of my knowledge, in order to deliver creative projects for clients. Napier offered me a job that ticked all these boxes.

Tell us a bit about your role. Is it challenging, interesting?

My job is never the same on from one day to the next. There is always anticipation of what new projects could be on the horizon. Being involved from the customer brief all the way to the finished project, allows me to see how these projects develop through their lifecycle. Being in contact with the client throughout this process allows me to pass on ideas and talk through the benefits of certain decisions. I also work directly with Account Managers on client projects and collaborate with the Business Development team on internal projects, which consists of content ideas and brainstorming.

I often have access to the finished design that I work on, which gives great satisfaction but also provides great insight when evaluating how successful any project has been.

My greatest achievement to date is creating a 2-minute animated video project, which was used as a global sales tool, helping to promote a flagship product.

What is a typical day like?

My typical day starts by going through emails, to identify key tasks that need to be completed. I usually have a good idea of the priorities for the day by around 10am, but things can often change in a moment’s notice. The ability to reshuffle tasks is key when planning, and vital for my role. I often liaise with my colleagues to check for any upcoming projects, to help with the allocation of resources across the entire agency.

As I head into the afternoon, I get stuck into current project tasks (often accompanied by a biscuit or two), and I check out any interesting features or articles based on the industry or creative content to help keep up to date with current trends. The afternoon is usually more hectic than the morning, mainly due to last-minute requests. Towards the end of the working day, I try to tie up small projects/tasks to get them off the list, which always makes the next day feel less stressful.

How long have you worked at Napier? Have you experienced any opportunity for growth?

Napier’s specific Technology B2B industry focus was a new challenge for me. Napier has a wide range of Tech clients so there was a lot of product learning and understanding. All the roles at Napier have flexibility so areas of particular interest could be explored and developed, allowing a broader service capability to clients. Having worked at Napier for over 13 years, I have seen the company not only grow, but also thrive within the industry. This is reflected in my promotion journey at the company. I started as a Creative Artworker, for which I predominantly handled artwork files and generated further projects based on these guidelines. As our clients identified the need for bespoke design solutions, I became a Graphic Designer. At this time my knowledge and breadth of skills had expanded to help identify the clients’ needs and how best to communicate these ideas either verbally or through concepts. Not only have I expanded my software skills but also during these years I have built up a good understanding of the Napier processes and the industry as a whole.

To reflect this change, I have been promoted to Creative Services Manager. This role requires me to not only produce creative ideas/projects but also to run the design department in terms of resources/scheduling, as well as being financially aware and making conscious business decisions.


Why Video is STILL the Future of Content Marketing

Video marketing has quickly become a key player within a marketer’s content marketing strategy. With the digital landscape shifting significantly over the last few years, marketers now have no choice but to deliver their content the way consumers want it.

Yet, some marketers are still not convinced that video marketing is the way of the future. Luckily, video engagement is analysed by all the top industry sites and big players like YouTube, who are not shy to share their findings on why video is so important to the future of content marketing.

YouTube has revealed the following statistics about marketers using video and the numbers speak for themselves on why video STILL offers great ROI…

  • 93% of marketers are using video in their campaigns
  • 84% of marketers are using video for website marketing
  • 60% of marketers are using video for email marketing
  • 70% of marketers are optimizing video for search engines
  • 70% of marketers will increase spend on video during the next year
  • 82% of marketers confirmed that video had a positive impact on their business

 

How video content is received in B2B markets…

  • 92% of B2B customers watch videos online
  • 43% of that demographic researches services or products for their business through online videos
  • 76% of B2B marketing professionals include video marketing as part of their overall digital strategy (B2B Marketing)

 

But in order to really get an idea of how video could be leveraged to increase a brand’s social media presence, YouTube statistics provide great insight:

  • 500 years’ worth of YouTube video are watched on Facebook every day. YouTube is the world’s second biggest search engine after Google (Reel SEO)
  • YouTube accounts for 28% of all Google searches.
  • More than 1 billion viewers watch its videos each month, clocking over 6 billion hours (YouTube).
  • One hour of video is uploaded to YouTube each second, more video is uploaded to YouTube in one month than the 3 major US networks have created in the past 60 years.

 

Please take a few minutes to check out our latest Video projects from the Napier YouTube channel. From there you can see great video examples from our designated project playlist.

Check Out Napier’s Latest Video Projects

If we can help you with your video content, Get in Touch and speak to a member of our video team.