The true role of a Creative.

We care about everything. It's always been much more than simply making something look nice.

We have a responsibility to guide the work to be the best it can be. It’s not just about pride (though we’re always hoping for something portfolio-worthy) – it’s a duty of care.

At We Are Acuity, one of our key priorities is relevance. Does the content of a brochure, email, social post, or advert include the key, relevant information the viewer needs? And is that content appropriate for the particular stage in their journey?

The image above shows how we converted Citroën Ami's specifications into information that's relevant and easy for the audience to understand. Check out the full case study here.

Often a brief demands too much content, risking information overload. We make it our responsibility to rationalise it.

We plan ahead and think about how the end product is going be used or viewed. Yes, we keep an open mind, but our experience tells us whether an idea, logo, infographic, storyboard, or key visual, will be flexible enough for every intended use, and whether it will have the desired effect. It’s our responsibility to steer project stakeholders in the right direction.

Above shows a tiny insight into the research undertaken when designing a new logo. You can see the full case study here.

We’re responsible for a streamlined user experience – and that’s not limited to online interactions. Printed material can be integral to the customer journey and needs to complement anything clicked on a screen.

We also have responsibility for the appearance, accessibility, tone of voice, typos, bleed and crop marks, budgets, small print, financial promo compliance, rights and royalties, formats, channels, activation, impressions, deadlines, open rates, click-through rates, lead generation, sales, analytics, returns on investment, client satisfaction…

And we’re OK with all of that.

Of course, most clients are actively involved and share in the responsibility – it’s a team effort. Sometimes our advice is taken on board, other times not.

But you know what? AI is helping to make all of this a little easier and increasing agency efficiency, so it’s welcome in our processes. Sadly, it doesn’t yet take on any of the responsibility.

You can learn more about the services we offer by clicking here.

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