From ideation to publication,
evolving a global campaign's
process on Xtensio.
A Case Study featuring Fake Crow and Greenpeace...created with Xtensio.
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A Case Study featuring Fake Crow and Greenpeace...created with Xtensio.
OVERVIEW
Xtensio is a strategy and communications platform for over 300,000 professionals around the world. This case study looks at how Los Angeles design studio Fake Crow uses the platform to launch a global Greenpeace campaign tackling single-use plastics. Starting with the creative pitch, all the way to the publication of the style guide and creative assets, Xtensio becomes the hub for the content creation process.
CLICK HERE TO SEE THE MILLION ACTS OF BLUE CAMPAIGN CREATIVE HOME.
JEN FELA
Global Engagement Specialist
Greenpeace
Every large-scale campaign with multiple audience segments and targeted messaging now lives with an intense traffic of design production, revisions and deliverables. In the exponentially-expanding content space, scope creep is the new norm.
Creating campaign style guides and graphic assets for Greenpeace campaigns since 2014, Fake Crow partner and brand strategist Asli Sonceley is well-versed in tackling the client and creative agency's shared obstacles. Structuring an adaptable process in the uncharted territories of the digital space becomes the main challenge. To support visual assets' production, branding style guides require strategic guidance and documentation. This particular need rose to the surface even more clearly in the process of designing the Million Acts of Blue campaign.
ASLI SONCELEY
Partner and Brand Strategist
Fake Crow
INTERACTIVE MODULES MADE THE PITCH COME TOGETHER NATURALLY.
Xtensio works with the way my brain works. I'm unbound by a page and can simply toss ideas for copy, photography and graphics into Xtensio as modular pieces. Then I move them around like puzzle pieces as the strategy takes shape.
EX. MILLION ACTS OF BLUE STYLE GUIDE CLICK TO VIEW.
A VANITY URL DEDICATED TO THE CAMPAIGN BRANDED THE STYLE GUIDE EVEN MORE.
Weaving the graphic designer's process together with the approval process, we were able to accommodate moving parts and decisions, launching assets in sprints. We let the work flow and kept everything on the same medium, from the initial pitch to the final publication of the creative assets.
EX. DESIGNER'S SPECS FOR ADDITIONAL ASSETS TO BE PRODUCED.
EX. NEW SCREENS PRODUCED, STRIPPED OF DESIGNER'S SPECS AND READY FOR CLIENT APPROVAL.
EX. UPDATES PUBLISHED TO THE LIVE STYLE GUIDE FOLIO.
Strategically guiding the campaign creation and publication, folios were organized into different categories:
Folios linked to external references and folders.
EX. ALL CAMPAIGN FOLIOS WITH MULTIPLE CHANNELS.
EX. APRIL 2018 PUSH. CHANNELS KEPT DIFFERENT CAMPAIGN DELIVERABLES ORGANIZED.
Approved sections from draft folios were moved into the final style guide, campaign creative and various story frames.
EX. DESIGNER'S SPECS FOR ADDITIONAL ASSETS TO BE PRODUCED. COPYING AND MOVING SECTIONS MADE ITERATIVE PUBLISHING EASY.
EX. RIDICULOUS PACKAGING STORY FRAME. CLICK TO READ.
Fake Crow Fake Crow is a digital experience design agency working at the junction of brand, technology, environment and innovation. Fake Crow has worked with Greenpeace on designing global and localized campaign creatives for years and is the design studio that created Xtensio.
ABOUT ASLI SONCELEY
Asli Sonceley is a Partner and Brand Strategist at Fake Crow. She focuses on digital asset production, management and scaling of processes for complex, multi-stakeholder campaigns. Her niche is environmental organizations, sustainable and socially conscious brands.
Xtensio is a strategy and communications platform where teams create, collaborate, share and present with ease. Over 300,000 consultants, agencies, entrepreneurs and educators use Xtensio to build smarter living documents.
