Find the idea that holds everything together.
A campaign might include films, emails and partner materials. I’d look for a theme that connects them and gives us something useful to build on.
Understand the message before choosing a theme
In incentive work, I ask about the programme’s structure before developing the branding. Understanding what people should do gives the theme a proper starting point.
Look for a connection people will recognise
Look for a challenge, ambition or situation your audience recognises. If the connection takes a long explanation, I’d keep exploring.
Check what the idea actually promises
A theme about speed can imply a faster result. Is that accurate? Check the words and imagery together with the people who know the offer.
Try it in very different situations
Test the idea in a short film, an email and a larger campaign moment. Some directions look great once but become difficult to extend.
Agree what makes it recognisable
Agree the visual device, tone and message that connect the work. Give the team room to vary the execution while keeping the central idea clear.
Looking for a direction?
Tell me what you need to communicate. We can explore a theme that gives the work somewhere to go.
Talk through your brief