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newsletter creative direction
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ust like a daily newspaper, a newsletter's function is to deliver the news. Only with a newsletter, the audience is more targeted. And the news itself is more relevant to the publisher's business. All things considered, this is a mutually beneficial proposition. Much more in-depth information about a subject of interest is provided in return for more attention paid to the publisher's product.
Once a company's brand history and other job information has been gathered, the creative director can arrive at a newsletter's mood, style and goals. From there, naming, writing and designing of the newsletter can begin.
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 sample
How many consistent design characteristics can you put on a one page faxed newsletter?
The more the better because consistency is the basis for a hard working brand. On this newsletter sample there are eight characteristics that remain the same each week. From top to bottom, they are: (1) The masthead. (2) The lead story's headline in an italic typeface. (3) A captioned cartoon by the same artist and writer. (4) A black quote box with reversed out type. (5) A newsbrief styled column called "Circling The Ships". (6) The balance of the typographical design for the subheads and text. (7) A black and white color scheme. (8) The Royal Caribbean logo.
So, what's so worthwhile about repeating these charateristics from one issue to the next? It really isn't much different than hearing the same song enough times that we learn to like it. If people enjoy reading the news, the more they get used to seeing the same visual format, the more likely it is they will connect.
Creative functions:
Co-creative direction, art direction, illustration and design*
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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.
All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis
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