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ith input about mood, style and marketing goals from the creative director or job originator, it is time to envision a look. Frequently, however, so much of the brand's visual characteristics have been established by now that it would seem that there is little left to do. Not much more than a masthead approach and a rough layout idea along with logo, typograpical and imaging guidelines may be sufficient to get a designer started.
This is where some extra attention to an entity's personality should be given. Because, just a bit of time with things like the company's themeline, philosophy and description could provide some insightful inspiration. Combined with the visual history, a little reading can reveal a heretofore unrealized aspect of an organization's being. Such information could make supportive image styling and even some decorative enhancement positively viable.
Many times, the search for meaningful creative visual enhancement yields little. It becomes obvious that nothing has been missed. That nothing more than well considered art direction of the existing design parameters will do. But, if there is a way for style and mood to further some measure of an entity's uniqueness while preserving the brand, a newsletter can be the perfect place for such an expression. And, this is where some extra scrutiny will yield enhanced understanding between an organization and its audience.
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Repeat strong graphics on your newsletter to help make readers feel right at home.
A masthead can only begin the job of establishing a unified and consistent look throughout a long run of identifieable newsletters. Well planned typography can also support the consistency that creates familiar environments. The kind that readers enjoy visiting again and again. In this sample, a feature column bar works with the masthead to border the content area in such a way that affords numerous layout opportunities without ever losing its recognizeability.
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Creative functions: