Gensamer & Company Marketing
What defines great design? The answer is, "that depends."
At Gensamer & Company, there are several things that will influence the design of your marketing communications.
First we start with the actual product being sold. We are huge proponents of the "Product as Hero". Whether you are selling credit cards or time shares, to even a candy bar or sneakers, consumers want to see what it is your selling them up front and center. Prominently, and in some cases, from every angle. Same thing with B2B marketing.
Next, there is a your company's brand that we take into consideration. For example, let's say you're Citibank. You have a certain look and feel that you've developed with a rigorous set of brand guidelines. Blue fields with hints of red mainly in your logo. There is a certain look to your photography. We take all of that into consideration with our design process.
Depending on the assignment, sometimes we will serve up a range of concepts. One that is considered "safe", one that is a "Valid Test" and is middle of the road, and one that will push the limits and might be considered an "Extreme Test". But all three concepts will incorporate direct marketing best practices throughout to ensure that your marketing gets results.
Direct Marketing is sometimes seen in the advertising industry as being just very functional like in the chart above. i.e. Not very creative. However, through the use of best practices, we can elevate the communications to be very creative as well, without sacrificing results. We do this through the use of experienced designers who know how to develop effective layouts and know how to use color, typography, and photography successfully to "make the magic happen."
Finally, great design should also seamless work together with the copy that is developed to support the marketing objectives. So what is great design? We think it's 1 part art, 1 part science, and many parts experience. At Gensamer & Company Marketing Communications, you will get the experience you deserve.