Workshop Brief
For some art directors, designers marketing specialists and other visual thinkers, writing can be an intimidating process. But, successful visual communications solutions begin with clearly defined objectives and solid “concepts” or “big ideas.” In advertising and graphic design, problems are defined in writing — and writing plays a key role in articulating and executing creative solutions. In other words, it takes great art, great headlines and great copy to deliver a complete message. So in order to create effective communication, visual thinkers must learn to express themselves — AND to sell their ideas — using headlines, subheads, taglines, copy and other forms of promotional writing.
Participants will:
- Understand the importance of clear, effective writing as it applies to visual communication (advertising and graphic design).
- Learn and apply tips & techniques for ideation, presentation, and execution using words — whether in lieu of images or in conjunction with them.
Ideal Workshop Candidate
Mature or developing creatives, advertising journalists, copywriters, art directors, marketing and promotions professionals who want to improve their writing skills to effectively and simply tell a story in concise and compelling words. Each participant will be assigned a consumer product or service, and will create a compelling campaign for that client based on a sound “concept” or “big idea.” Emphasis will be given to the clear, written articulation of research, concept development, headlines and body copy. Each participant will present a 5-word “message” or rationale for numerous ideas, along with his or her choice of finished pieces from any appropriate media (print ads, banner ads, broadcast, etc.).
