NewDay Partnerships
Design, Branding, Marketing, UI
NewDay provides credit products in partnership with a wide range of retail brands. The marketing department delivered all communications for these products and while the brands want to use their brand equity in these communications, they also want to differentiate their financial promotions from their retail ones
The Brief
Part 1
Take a cue from the existing retail brand and build out a dynamic palette which will create a vibrant feel across digital and print marketing. This needs to differentiate enough from the retail brand so that its not confused as the same product.
Part 2
Design an email template which offers versatility to designers while allowing for a quick interchange between multiple brands when creating marketing materials. This needs to consider the needs of Designers, HTML developers and Salesforce Marketing Cloud specialists.
Take a cue from the existing retail brand and build out a dynamic palette which will create a vibrant feel across digital and print marketing. This needs to differentiate enough from the retail brand so that its not confused as the same product.
Part 2
Design an email template which offers versatility to designers while allowing for a quick interchange between multiple brands when creating marketing materials. This needs to consider the needs of Designers, HTML developers and Salesforce Marketing Cloud specialists.
What To Consider
Deliverables
For 5 partner brands
Challenges
"Same but different"
Bringing a consistent experience but for a clearly different product. Looking for new colours that suitably compliment the core brand colour.
Central Brand Team
Brand teams within the retailer have their own views on what can be different and what can change from the central brand. Working closely with these teams to ensure everyone is on the same was essential.
Accessibility
Being able to succinctly explain rules and guides for making all digital comms accessible. Being visual with as little jargon as possible can explain how to simply meet AA ratings with font and colour variations.
Comprehensive Design
Understanding the requirements of marketers and customers is a must. From previous experience, feedback and analysis it is possible to create a master template that will cater for almost all needs. Mixing a diverse set of UI with an equally broad set of colours allows for marketing materials to stay relevant and engaging.
Bringing a consistent experience but for a clearly different product. Looking for new colours that suitably compliment the core brand colour.
Central Brand Team
Brand teams within the retailer have their own views on what can be different and what can change from the central brand. Working closely with these teams to ensure everyone is on the same was essential.
Accessibility
Being able to succinctly explain rules and guides for making all digital comms accessible. Being visual with as little jargon as possible can explain how to simply meet AA ratings with font and colour variations.
Comprehensive Design
Understanding the requirements of marketers and customers is a must. From previous experience, feedback and analysis it is possible to create a master template that will cater for almost all needs. Mixing a diverse set of UI with an equally broad set of colours allows for marketing materials to stay relevant and engaging.
Credits
Creative support and advice is always appreciated
