Thursday, May 16, 2013

What's Your Angle?



One of the challenges of advertising is reaching a diverse audience.  To meet the needs of different demographics, ad agencies will make multiple versions of ads for a campaign, adjusting the images and copy accordingly. 

One way of reaching multiple audiences with the same ad is the use of lenticular printing.  By using a lenticular top layer, the ad can convey different messages when the image is viewed at different angles.  Though not new, improvements to lenticular printing have made for higher quality images and reduced production costs.  

Recently, the advertising agency Grey Spain demonstrated an innovative use of lenticular printing in a campaign for ANAR (Aid to Children and Adolescents at Risk) Foundation, an organization that advocates for children’s well-being.  The idea is to deliver differing messages to children and adults.  


The outdoor poster features the photo of a young boy.  From an adult height (or over 4’5”), the poster reads, “Sometimes child abuse is only visible to the child suffering it.”  From this higher angle, the boy’s face appears normal and healthy.


From a child’s height (under 4’5”), the poster reads “If someone hurts you, phone us and we’ll help you.”  Visible only to children is an image of the same boy, however at this lower angle, he has cuts and bruises.   The lower angle also provides a help line number for children to call for help.

This ad received a lot of media attention earlier this month appearing on news websites and popular media blogs like the Gawker sites.  While some commenters were critical of the campaign’s approach, feeling that the release of information on how the ad works detracted from its purpose.  Grey Spain responded to critics noting that the reblogging of the ad drew much needed attention to the issue of child abuse, to ANAR, and to the helpline. 

Use of this technology need not all be about serious social issues.  Lenticular printing, now that it’s becoming higher quality and less expensive, can be used for all sorts of messaging and product promotion.  McDonald’s has created the ad below which highlights the joy of being able to devour a Big Mac at any time, day or night. 

Notice that the McDonald’s ad works from left to right so the viewer can move horizontally from one side of the ad to the other to see how the image and messaging change.  This creates a dynamic experience for the audience--however, everyone can see the full range of images.  

The Grey Spain ad is interesting because it highlights the potential of using the same ad to market to adults and to small children, giving different age groups (or height groups) different experiences.  

Tuesday, May 7, 2013

Versa Logo Designs

At Versa Creative, we think a good logo design should adhere to the same principles as a good print ad or billboard. An effective and brilliant advertisement features a disruptive image that is surprising to the viewer and clear and clever copy (tagline). A well designed add should also stay true to the brand's identity and call attention to the fact that they are versatile, progressive and have their customers' best interests at heart. Creating the perfect logo should be no different. Our talented design team welcomes each logo challenge with enthusiasm and a well planned strategy. Below, we have included five of our logo designs that pay close attention to the principles of simplicity, memorability, timelessness, versatility and appropriateness.

We designed the logo above for WG Consulting, a firm that provides consulting and tactical solutions to clients in the oil and gas industry. Their logo is simple, easily recognizable and memorable. 

The Oak Bar and Nightclub is a new, trendy Houston spot that specializes in cocktails and live music. We wanted to capture the elegant atmosphere and vibrant dance scene with this memorable logo design.



Our client, 1919 Wine & Mixology, wanted a logo that would be timeless. We paired a regal crest, lush color tones and a clever tagline to achieve just that.


Clients use the logos we design for them across a variety of marketing materials, including flyers, posters, e-blasts, billboards, websites, social media pages and more. For that reason, we want to ensure that the design is versatile and easily scaled to any size.

An appropriate logo design is paramount when it comes to functionality and aesthetic appeal. For example, our design for Kid's Table, a branch of Corner Entertainment, utilizes a fun and youthful typography, bright and inviting colors and Corner Entertainment's trademark rooster sitting happily atop one of the letters.