Learn how to use the new brand assets and photos to create franchise quality advertising both traditionally and digitally.
- [Instructor] In this movie, we're going to go over how we use the new brand assets and the brand photo library to pull off engaging, informational-oriented advertising that reinforces the new brand identity to get the company noticed. What's going to facilitate our marketing efforts and make 'em far more effective is the fact that we now have our own photography to work with. In the previous movie, I talked about how we hired a local photographer and provided him with a list of photos we wanted him to shoot.
Some of those photos included B-roll photos like you see here. When their technicians show up for a job, they use certain tools and they use certain supplies such as this showing here. I had the photographer take pictures in a more artistic manner. This one has a nice depth of field to it. He also took very good photographs of the team and some of their uniforms and the very vans that they drive around town.
Now, because we have these photographs on-hand to utilize in our marketing efforts, we can customize 'em in ways that is really hard to do with stock photography and align it with a given, established brand now. But, with this, it's very easy to customize. Here's a simple composition where I took two of the photographs from our brand photo library, composed them together and this allows us to move forward and create very captivating and compelling narratives for advertising purposes.
Now, this isn't an actual ad. I just laid this out to show you how you can take photographs that you compose yourself and have, customize through the process of creating and advertisement. Now, because we're dealing with advertising, I decided to throw in one of my favorite quotes, "A man who stops advertising to save money "is like a man who stops a clock to save time." one of the great quotes from Henry Ford and it actually applies to photography in terms that using photography to market yourselves and your services better.
That's what we're doing here, we're utilizing our own custom photography and our brand assets together to create compelling, engaging ads. Now, the whole reason we set out to find our own photographer is because the client wanted to do a tri-fold brochure. We were able to take our brand photo library now and I featured Dan, the owner of the company on the front cover, the front panel of this brochure showing here, but then I take another photograph that wasn't even part of this one and utilize it in the background to create a nice composition for the cover here.
Now, the business has always had great service. They have impeccable ratings, so we did a poll quote from Yelp ratings here and put that on the front. We also hired, I should point out, a copywriter to take our rough copy with facts and information and write out a nice narrative that reads well and professional. You don't want it just to look professional, it should read professional as well. We use the photographs on the back panel, all the brand assets, like the primary logo, the iconography and secondary mark used on the inside panel and note the usage of the B-roll photo in the background of the inside panel.
Really nice, really professional, all works together and cohesively markets the brand identity effectively. Now, the inside of the tri-fold brochure carries forth with the brand photos we did and this is the facing-forward part of the brand where we took photos that show people and clients interacting with the employees of this company, wearing the branded uniforms and everything kind of works together to promote their services.
This tri-fold brochure is actually given out on calls to potential clients and new customers, and the very person handing this off to the customer could be some of the employees showing in the actual printed piece, so that's kind of nice in that respect as well. Now, traditional advertising does have its place in the digital age, so we took our brand assets with our brand photography and we composed them together to create this compelling trade publication ad and it's been very effective for marketing their business in a print publication.
Now, notice I didn't use any of the photography of the actual vans, I used my idealistic mock-up of a van because I'm selling the potential of this company, not necessarily the reality of their vehicle, which could be a little aged. But, I cleverly picked a photograph utilizing one of their three vans that kind of fits the styling, so nobody's ever really going to tell. That's okay, that's how advertising works. The next ad that we did was a magazine ad and sometimes the format of print publications change, so you have to have the flexibility on your branding to be able to reorganize elements and still retain that brand aesthetic.
That's what we did here for this magazine ad. Now, this kind of brand aesthetic doesn't have to just be limited to print publications, we carry it forward in new mediums of advertising, such as Google ads. If I go to this file, you can see all these Google ads we've created. If I go the Artboard, you can see the different sizes. We're working in RGB mode, since this is all online advertising, and this shows us the sizes of each ad. Because they're such small sizes, we simplified the brand assets down to the essential communication component needed to relay to those who are going to view it, and that is Your Plumber.
We branded it using just simply the logo type from the brand, didn't introduce the character just because we didn't want to over-clutter. We wanted to keep it simple and style-wise to work effectively and communicate quickly. Advertising can be a hit or miss at times, but the ads we've created have proven to be very effective and have helped to land new clients and gain the company more exposure in their area. You never want to depend on ads to drive business though, so having a strong brand identity in all its various forms will make advertising much more effective when you do utilize it.
Join Von Glitschka, illustrative design guru, for this hands-on project that demonstrates what successful rebranding involves from the designer and the client. He takes the existing brand for a small plumbing and electrical company and asks questions to get a deeper understanding of their goals. He maps the answers to a new name and develops a logo that better represents the brand values. He solicits and incorporates feedback from the client, and then presents the final brand assets. Last, he reviews the uniforms, vehicle wraps, asset library, and advertising campaigns that were developed to complement the new direction.