The Role Design Plays in an Agency

Written by

Ruth Rich

Senior Copy Editor

Ruth brings a passion for new word order to our content. Hers is the final say when it comes to comma placement, the judicious use of an exclamation point and the adherence to consistency and following each client’s tone and editorial style. Whether it’s Web content, an ad, a blog article or a social post, Ruth wields her knowledge and enthusiasm for getting messages understood in the service of clarity and effectiveness. With more than 18 years of experience—the majority of them spent at Fitch Ratings and BFT—Ruth’s skills in editing, writing and project management help us maintain the quality of the content we produce.

Today, copy literally has only a few seconds to make its impact. Within those seconds it needs to be concise, informative and, above all, engaging.

Fast Facts:

  • Curator of the office radio playlist.
  • Heart of a Chicagoan, product of the Rocky Mountains.
  • Knows her skater slang.

Our Design Director, Adam Rice, was recently a guest on the PR Hangover podcast, where he discussed his thoughts on everything from his love of the written word to the importance of a good creative brief to being followed around by ads for running shoes. Here are some highlights.

On Brand

When it comes to building a brand, the sum is greater than the parts. It’s all about how people interact with the touch points of a company and delivering on whatever promise is being offered. People will add their own meaning, memories and beliefs to their experiences with your company and brand, so you want to do what you can to make sure the relationship is an authentic one.

Mastering the Disciplines

Having a big-picture view while seeing the tiny details is also part of crafting a successful campaign. Part of this involves understanding the way copy and design work together. When these elements are in harmony, they create clarity while inspiring and informing users—and, ultimately, driving them to take action. This is particularly important as the opportunities to engage with potential customers continue to grow.

Making the Connection

Ultimately, clients should be able to “get” whatever concept you’re presenting with minimal explanation. You can always explain your rationale or why you made certain decisions, but if the client connects with what you’ve done, so will the intended audience. And, that means you’ve done your job.

From initial brainstorms to finishing touches to a digital campaign, getting the right mix of design elements means better results at the end of the day. Listen to the entire podcast below.