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THE IMPORTANCE OF STRATEGY IN DESIGN

Creative Director Ellen Kerbey shares some tips on how tailoring your marketing campaigns to your target audience can set you apart from your competitors.

09/02/2025
AN INSIGHT INTO CREATIVE STRATEGIC THINKING

You’re probably aware that Square in the Air offers design as part of its marketing services. But are you aware of the strategic thinking that forms the core of all our projects? Over the past six years, our design team has grown from one to seven members, bringing a wealth of expertise in branding, animation, web development, and creative strategy.

Will your campaign resonate with your target audience? Is the language in your call to action appropriate for your target age group? These are just some of the questions we can help you answer.

Square in the Air’s passionate design team delivers numerous projects for various brands daily, providing support across a range of marketing areas. Our core projects typically fall into one of these five categories:
- Brand Identities
- Creative Direction
- Print & Digital Advertising
- Animated Explainers
- Website Design and Development

Each of these can be further enhanced with strategic thinking.

So, where does it all begin? Our kick-off calls are scheduled within the opening days of any project. Key representatives of our design team are experts in their field who seek answers to five crucial questions.

What is your primary objective and timeline?

What we’re looking for:

‘We’d like to increase visibility for our new boosts section within our app ahead of the Cheltenham Festival.’

Why this is important:

This establishes the focus (new boosts section), the method (broad awareness), the audience ( horse racing punters), and the timeline (within the next two months).

Who is your target audience?

What we’re looking for:

‘Primarily people betting online during the festival, including existing and new customers.’

Why this is important:

This suggests targeting a younger audience due to the mention of new customers. People aged 20–30 tend to try new brands rather than stick to their favourites. Additionally, this group is more inclined to watch events with friends, boosting the potential for word-of-mouth marketing.

What messaging do you plan to use, and does your brand have a personality?

What we’re looking for:

‘We’re flexible with the campaign’s copy as long as it mentions “boosts” and “new”. Our slogan, “Elevate your betting game,” could also be incorporated. We don’t really have a defined brand personality.’

Why this is important:

Research shows gamblers respond best to clear, trustworthy, and concise messaging. The visuals could take centre stage, supported by straightforward text reinforcing the campaign’s objective.

What is your call to action?

What we’re looking for:

‘We’re looking for app downloads and bets on the boosts. Potential CTA: ‘Bet now?’

Why this is important:

We’d suggest a CTA like ‘Bet with XXXXX’ as it would reinforce the brand name for new customers and include a direct action (‘bet’), an essential step in the user journey.

What are your deliverables?

What we’re looking for:

Primarily, social adverts (Twitter, Facebook, and Instagram) followed by a print ad in the Racing Post prior to the festival.

Why this is important:

Designing for print and digital requires different considerations. For instance, a small website banner allows for far less text than an A4 print ad, so identifying the formats early helps prioritise the campaign's key focus areas.

A case study driven by our creative, strategic thinking:

Grosvenor Casinos

We collaborated with the team at Grosvenor Casinos in Luton to revamp their creative output. The project began with a comprehensive audit of their marketing efforts, comparing them to nine other UK casino brands. This analysis covered their branding, email marketing, social media presence, and online footprint.

Our findings revealed that their current strategy was overly complex for their visitors. Advertising colours lacked consistency, resulting in weak brand recognition. The language in the graphics and emails was overcrowded and unappealing, and the imagery failed to highlight the venue’s unique offering: a sports bar where customers could watch and bet on big events.

In response, we introduced venue photography, developed a bespoke "watch & bet" device, and created a consistent, premium look and feel. Early feedback indicates that these changes are resonating with a growing number of customers.

Interested?

Enhancing your brand impact often starts with thoughtful design changes. Now is the time to think strategically and ensure that every design element speaks to the right audience and delivers a unified message.

To learn more, reach out to Ellen at design@squareintheair.com.

AN INSIGHT INTO CREATIVE STRATEGIC THINKING

You’re probably aware that Square in the Air offers design as part of its marketing services. But are you aware of the strategic thinking that forms the core of all our projects? Over the past six years, our design team has grown from one to seven members, bringing a wealth of expertise in branding, animation, web development, and creative strategy.

Will your campaign resonate with your target audience? Is the language in your call to action appropriate for your target age group? These are just some of the questions we can help you answer.

Square in the Air’s passionate design team delivers numerous projects for various brands daily, providing support across a range of marketing areas. Our core projects typically fall into one of these five categories:
- Brand Identities
- Creative Direction
- Print & Digital Advertising
- Animated Explainers
- Website Design and Development

Each of these can be further enhanced with strategic thinking.

So, where does it all begin? Our kick-off calls are scheduled within the opening days of any project. Key representatives of our design team are experts in their field who seek answers to five crucial questions.

What is your primary objective and timeline?

What we’re looking for:

‘We’d like to increase visibility for our new boosts section within our app ahead of the Cheltenham Festival.’

Why this is important:

This establishes the focus (new boosts section), the method (broad awareness), the audience ( horse racing punters), and the timeline (within the next two months).

Who is your target audience?

What we’re looking for:

‘Primarily people betting online during the festival, including existing and new customers.’

Why this is important:

This suggests targeting a younger audience due to the mention of new customers. People aged 20–30 tend to try new brands rather than stick to their favourites. Additionally, this group is more inclined to watch events with friends, boosting the potential for word-of-mouth marketing.

What messaging do you plan to use, and does your brand have a personality?

What we’re looking for:

‘We’re flexible with the campaign’s copy as long as it mentions “boosts” and “new”. Our slogan, “Elevate your betting game,” could also be incorporated. We don’t really have a defined brand personality.’

Why this is important:

Research shows gamblers respond best to clear, trustworthy, and concise messaging. The visuals could take centre stage, supported by straightforward text reinforcing the campaign’s objective.

What is your call to action?

What we’re looking for:

‘We’re looking for app downloads and bets on the boosts. Potential CTA: ‘Bet now?’

Why this is important:

We’d suggest a CTA like ‘Bet with XXXXX’ as it would reinforce the brand name for new customers and include a direct action (‘bet’), an essential step in the user journey.

What are your deliverables?

What we’re looking for:

Primarily, social adverts (Twitter, Facebook, and Instagram) followed by a print ad in the Racing Post prior to the festival.

Why this is important:

Designing for print and digital requires different considerations. For instance, a small website banner allows for far less text than an A4 print ad, so identifying the formats early helps prioritise the campaign's key focus areas.

A case study driven by our creative, strategic thinking:

Grosvenor Casinos

We collaborated with the team at Grosvenor Casinos in Luton to revamp their creative output. The project began with a comprehensive audit of their marketing efforts, comparing them to nine other UK casino brands. This analysis covered their branding, email marketing, social media presence, and online footprint.

Our findings revealed that their current strategy was overly complex for their visitors. Advertising colours lacked consistency, resulting in weak brand recognition. The language in the graphics and emails was overcrowded and unappealing, and the imagery failed to highlight the venue’s unique offering: a sports bar where customers could watch and bet on big events.

In response, we introduced venue photography, developed a bespoke "watch & bet" device, and created a consistent, premium look and feel. Early feedback indicates that these changes are resonating with a growing number of customers.

Interested?

Enhancing your brand impact often starts with thoughtful design changes. Now is the time to think strategically and ensure that every design element speaks to the right audience and delivers a unified message.

To learn more, reach out to Ellen at design@squareintheair.com.

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hello@squareintheair.com



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