As soon as we had firmly established Salima’s new corporate branding, we were asked to create a selection of advertising designs for the trade press and event directories.
Good advertising needs to make a personal connection – and make it quickly. The aim is to make the product or service instantly understood by the intended audience. So we researched the target audience for Salima’s ads and designed individual copy carrying a powerful and engaging, but slightly different headline, depending on where it was to be placed.
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As the word Salima means ‘to be safe’, we wanted to reinforce this in their advertising with the tone and imagery used.
All advertising messages should, ideally, read from the top left-hand corner of the page first and use uncomplicated text with plenty of space around it. On some ads, we featured the stunning photography from events which Salima had supplied crew for, and then overlaid it with elements of the newly created branding colours and strong typography. On others, we used key staff members – this highly personal approach was a success.
The end result demonstrates a clear message with easy to locate information and a final call to action.