Newsletter;
Combining interesting content with Brand Identity.
Perhaps one of the most interesting tasks the participants of the AD DISCOVERY AND CREATIVITY LAB were asked to complete, was the creation of a digital Newsletter issue for their advertising agency. Our team, Res Innovae, tried to come with a resourceful solution but to get to the final product we had to go through a whole procedure.
Newsletters are famous for creating an atmosphere of inclusion between the audience of a company and the company itself. However, nowadays, every bit of information is accesible online with a simple browser search. That’s why a common approach for a newsletter is to present information about the work of a company or filter the newsfeed and present the latest news regarding a specific matter in correlation with the work of te brand. Nevertheless, Res Innovae followed a different path.
The conception of the idea
All the members gathered once again in a brave video call, as the situation still hindered us from meeting face-to-face, to come up with an idea. We wanted something that exuded our agency’s values and projected an image of inclusion in the global community; something that would deem our newsletter relevant.
After a brief discussion and a doses of inspiration from the newsletter issues of various brands, we concluded that our very first newsletter would be a two-page issue presenting two matters. The first topic was easy. Just last week we had set up our digital presence channels as an assignment in the Creativity Lab, so the first page would be dedicated to informing our hypothetical audience about all the social media platforms of Res Innovae and our brand new website.
The next part was the harder one. What would be our second topic? How would we be able to complete this newsletter in a way that conveyed our morals while keeping it light and simple? And then it came to us. It was May 17th! Traditionally, May 17th is the international day against homophobia, transpiration and bi-phobia, and a lot of people supporting these communities plunge the social media with posts demonstrating their support and trying to educate more people about the issue. It was perfect for us. One of the main aspect of the ethics of Res Innovae is the pledged support to the LGBTQ+ community and May 17th was the perfect time to use our platform to advocate for this community’s rights. Thus the second topic became an homage to anti-homophobic behavior as a way to educate the receivers of our newsletter and sensitize them on the matter.
The materialization of the newsletter
Last step was the materialization. We aimed for something simple. Something in the colors of our logo, not too pompous or extravagant as we dealt with a gentle issue that demanded a specific amount of seriousness to get the message across. We used a prototype from the famous design website Canva and made the adjustments to create our unique and wonderful first issue of the Res Innovae’s newsletter.
All in all, through this seemingly simple task we had to overcome a plethora of problems through cooperation and creative thinking. We are very proud of our work and I’m pretty sure that it speaks for itself.
The Res Innovae team: Kim Münch, Danae Zouli, Margueritte Maze
Lab Instructor: Betty Tsakarestou
