2017 April Edition

JOHN KUDOS Design Corner

Making People Care Crafting Effective Design

N onprofits have compelling stories to tell. As a creative firm, we do design work for nonprofits to help them tell their tales. We like to listen to these stories and figure out how to convey them in a way that can be easily understood and amplified. Our end product channels these ideas, allowing the audience to be emotionally engaged and to take action. So how do you tell a compelling story through design? You can find stories everywhere, but the most compelling ones will move you emotionally. Every nonprofit we’ve worked with is driven by a cause, has shocking statistics to share, or has a sincere desire to change conditions for the better. Their brand stewards should ask these questions at the outset of any project: 1. How do you make people care about your cause’s story? 2. How can you make it easy for them to become engaged and mobilized? 3. How can you keep it simple and accessible? Answering these questions with your internal marketing and external design teams will help capture initial ideas.Then step back and leave it to the designers to craft a solution. There are a few key factors that guarantee the success and effectiveness of your design project. Clear communications and a willingness to

collaborate should top your list. Successful projects are created collaboratively without stepping on anyone’s toes. These steps should be kept in mind as you’re planning your design project: 1. Planning Define objectives and stakeholders Get organized Engage a design firm Manage the review and approval process Launch the project Define Objectives and Stakeholders Everyone has a different definition of what success means. It’s important to include all stakeholders early in the creative process, allowing everyone the opportunity to influence the outcome of your project.Many organizations we have worked with have a board of trustees, making it non-elective to include everyone’s thoughts as you define the overall objectives. Informing your designer of potential challenges with specific stakeholders can often help avoid problems getting buy-ins further down the road. Have realistic expectations Write a solid creative brief 2. Production

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