Foundations of Layout and Composition: Marketing Collateral

with Sean Adams
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Foundations of Layout and Composition: Marketing Collateral
Video duration: 0s 1h 43m Beginner


Marketing collateral gives your audience a chance to hold something in their hand, get important news right from their mailbox, and encounter your product or idea on a poster in a public place. Sean Adams, cofounder of renowned design firm AdamsMorioka, helps you make the most of these opportunities by designing great marketing materials. He begins by talking about the importance of preparation: the essential fact finding that needs to happen before any design can begin. He then dives into the key elements of marketing materials (copy, images, paper, and printing method). The remaining chapters break down the design process for the most common marketing pieces (brochures, business cards, posters, media kits, and promotional pieces like holiday cards and swag). These lessons will help you make design decisions that will intrigue your audience and save your campaign money along the way.

Topics include:
  • Deciding on the media for your message
  • Defining your target audience
  • Setting the budget
  • Writing and placing copy
  • Choosing paper and printing
  • Formatting a brochure
  • Designing letterhead, business cards, and envelopes
  • Creating posters and media kits
  • Designing specialty items like holiday cards


- I'm Sean Adams, and I'd like to welcome you to Fundamentals of Layout: Marketing Collateral. Marketing collateral is where the rubber hits the road. This is when the audience can hold something physically, or comes face to face with a poster at a bus shelter. I've learned about marketing collateral over many years, but don't worry, we'll explore each idea and item individually. We're going to learn how to plan an effective rollout of marketing materials. We'll look at ways to identify your audience, and what questions to ask to understand what you need to communicate.

Of course, every project will have nitty gritty functional issues that need to be addressed, and we'll cover these, including: What is the best size of a business card? When is digital printing better than traditional offset printing? How can designing an envelope the wrong way end up costing you a fortune? And we'll even look at posters. What makes a good one, and how to design one. This course is designed to provide you with the tools you need to create a compelling set of marketing collateral.

Welcome to the Foundations of Layout: Marketing Collateral.

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