In an ideal design world, magazines and websites would all use exactly the same sizes for adverts. But it’s not an ideal world, and many ad sizes differ – sometimes by a couple of mm – from book to book.
So, you can’t always design a nice advert and interchange it between publications. There’s always a bit of tweaking, shifting around and design micro-surgery to adapt the design from one platform to another.
And – by the way, stretching it to make it fit is not good. Not cool, not done, no way, deffo not.
Time is money, and you can imagine the frustration of having to pay a designer to fiddle around making your half-page ad 2mm shorter and 5mm wider, so when Dorchester estate agents Symonds and Sampson approached us and asked how they could create a suite of adverts to cover multiple outlets without having to do said tweaking, we had the answer.
We designed a series of 12 branded generic backgrounds – rural, urban, seasonal and site-specific, then provided a suite of illustrated assets like farmers, tractors, children, dogs, butterflies, London buses etc. for them to use as a sort of pick and mix.
So no more squeezing and dissecting one whole background. The layered scenes mean the guys at S&S can simply remove, rearrange and add the assets in any combination they like, to any dimension they like.
It’s great brand too. They’ve got strong colours and the scenes – in any combination – are instantly recognisable as Symonds and Sampson.