You're caught between the marketing team and the client in a design project. How do you find common ground?

This is a common challenge but what I have found to be helpful is an understanding of what actually works in the real world. Design teams, more often than not, can be caught up in the allure of fanciness and award-winning works whereas the clients just want something that works. First of all, the designers must relax their quest for mere fanciness in such a scenario and settle in their minds that the design project must first ‘work’, as in functionality. Finding the right balance between style and functionality will both meet the clients’ needs and also satisfy the marketing team, in the end. Also, sometimes, the clients just need to be advised concerning what works. Either way, an understanding of what works is paramount.

We often ask three questions at the outset of any project, especially if the client is a new one: • Who are you talking to? • What do you want to say? • How do you want to say it? (this last question is one we answer with the creative) If the answers to the questions can be agreed upon, at the outset, you are collectively more likely to understand what the project goals are, who the end-user should be–and differing opinions 'should' be less, and commonalities more likely to be found.

Once on the job, it is common to find oneself between the client's expectations and the marketing team's proposals. In this case, the most important thing is to act as a mediator. In my experience, the key is to actively listen to both sides: to understand what the client is looking for and the marketing team's justifications. One practical benefit I have found is to use visual examples and clear references, which allow for aligned expectations, common ground can be found, such as project objectives or audience profile, facilitating a smooth and effective collaboration.

Drag in the User Experience Team. With an understanding of the target audience from client side, approach the marketing team and refocus their creativity in the favor of the end user or targeted persona. Both wins and customers be drinking Iced tea.

I would first listen to both parties and then offer my honest opinion in a respectful manner, based on what is right from a design perspective, rather than simply trying to please anyone.

Aligned strategy = Aligned creative output with messaging. Suppose your goal is customer retention or sales or just brand awareness. It has to start with transparency on the strategy. The goals are critical to know of course - but how you get there will require a planned roadmap for content writers and creatives. Aligned strategy

Para empezar, es crucial que el equipo de marketing esté alineado con la visión del cliente. Como diseñador, hay que entender bien la personalidad y los objetivos comunicacionales de la marca... Sería importante reunirse con el equipo de marketing para adaptar los objetivos de la campaña a cómo quiere ser percibido el cliente. De esta manera, encontrar los puntos donde conectan y desarrollar propuestas gráficas que representen la solución buscada. He aprendido los últimos 10 años que, por el hecho de que muchos clientes no sepan cómo plasmar visual o comunicacionalmente una idea, no quiere decir que no sepan bien hacia dónde van. Por eso es escencial que el equipo de marketing desarrolle ideas que refuercen y ayuden a mejorar esa visión.

Funcionamos como mediadores de desejos e esperanças de dois lados que querem o mesmo, mas às vezes vão por caminhos diferentes: o marketing e os clientes. Pode ser que uma resposta seja mais verdadeira para um grupo e não agrade ao outro. Convém fazer o meio de campo e achar a melhor solução que agrade a todos.

Para equilibrar a criatividade com o que o cliente espera, uma boa dica é definir algumas regras básicas desde o início, como as cores e o estilo que devem ser seguidos. Assim, a equipe tem liberdade, mas sem fugir do que foi pedido. Além disso, vale testar ideias com protótipos ou versões preliminares, para ir ajustando conforme o cliente vai dando feedback. Dessa forma, dá pra explorar novas ideias sem perder o rumo do projeto e ainda evitar grandes retrabalhos.

Auch hier waren wir immer nah dran an der creation-life-balance 😀 Natürlich können wir auch abheben, aber wir wissen schon, dass die Designideen ins Budget passen und realisiert werden müssen. Am Ende bewahrheitet sich jedoch: Aufmerksamkeit erzeugt, was Regeln bricht! 😉

In my many years of experience, I have noticed, neither the customer nor the marketing team view a design project the way the creative team does. Therefore, it is very helpful from the beginning for the creatives to develop a core design concept that can integrate the wishes of the customer and the marketing team. This is the easiest way to solve the problem.

- Briefing detalhado em ferramenta colaborativa. - Checkpoints semanais com agenda e resumos. - Protótipos visuais para alinhar expectativas. - Priorizar entregas com metodologias(escolher a melhor para os times). - Decisões rápidas via grupos de comunicação. - Limitar revisões e prazos claros para feedback. - Teste de conceito para ajustes antes do final. - KPIs e dashboards para transparência (se necessário) =D

Ob kluge Kompromisse gefunden werden, hängt von der Zusammensetzung des Teams und der Kompromissbereitschaft ab. Nicht immer wird die "beste" Lösung realisiert. Design ist letztlich nicht demokratisch. Wer das Geld hat, bestimmt die Richtung. 🤷🏼♂️

I believe that explaining marketing choices and providing clear examples of why a particular approach works best helps in mediating situations. Talking directly with the client has always enabled me to effectively communicate the message we are trying to convey, fostering collaboration.

Using simplified language and quick visualisation can greatly increase the visibility across all parties. Making sure everyone is on the same page not only streamlined the communication, it also avoid possibilities of unforeseen decision making.

Ein ganz entscheidender Punkt! Nur wer seine Idee formulieren und überzeugend begründen kann, wird andere überzeugen. Insider-Tipp: Vermeide Pitches der öffentlichen Hand, bei denen du nicht mit den Auftraggebern ins Gespräch kommen darfst.

Para implementar a cultura de melhoria contínua tanto nos times internos quanto externos do cliente, o ideal é começar com pequenas ações práticas. Crie um ciclo de feedback constante, onde todos podem sugerir melhorias sem muita burocracia. Promova treinamentos rápidos e workshops que incentivem o aprendizado contínuo e o compartilhamento de boas práticas entre as equipes. O importante é fazer com que a troca de ideias e o ajuste de processos se tornem parte do dia a dia, de forma leve, mas eficiente, para que todos sintam que estão evoluindo juntos, sem aquele peso de mudanças radicais.

Geschenkt! Kommunikation, Schulterblicke sind Zeichen einer guten und transparenten Zusammenarbeit. Ich habe Aufträge immer als gemeinsame Projekte gesehen, bei denen alle das gleiche Ziel haben. 🎯

Una vez en el trabajo, es común encontrarse entre las expectativas del cliente y las propuestas del equipo de marketing. En este caso, lo más importante es actuar como mediador. Según mi experiencia, la clave está en escuchar activamente ambas partes: entender lo que busca el cliente y las justificaciones del equipo de marketing. Una utilidad que me he encontrado a nivel práctico es usar ejemplos visuales y referencias claras, que permiten expectativas alineadas, se pueden encontrar puntos en común, como los objetivos del proyecto. o el perfil del público, facilitando una colaboración fluida y efectiva