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1、Sponsor contentThe connection between high-quality design,visual communication and marketing successThe right suite of tools can empower marketers and creatives to address major workflow pain points 2The Business of BrandsAd AgeJune 2023Custom white paperThe connection between high-quality design,vi
2、sual communication and marketing successThe right suite of tools can empower marketers and creatives to address major workflow pain points Marketing has become an exponentially visual medium,and brand creativity and consistency across the multitude of available platforms can feel like a constant sou
3、rce of stress and tension for teams.Brands know that high-caliber visuals are a must.A recent survey of high-level marketing,creative and communications professionals,conducted by Canva and Ad Age and administered by Signet,revealed that 96%of those surveyed believe professional-quality design and v
4、isual communication contribute to their business success.A strong visual presence is imperative for brands.It can set a business apart from the competition,attract the right consumers and increase brand trust and recognition.The key pain points,however,usually come down to how to manage and fund res
5、ources to maximize a companys visual presence without overextending its workforce.Fortunately,creatives are no strangers to leveraging tech to advance their goals.Ninety-four percent of marketing,creative and communications professionals in the Canva-Ad Age survey agree that emerging design tools ca
6、n improve the efficiency of creative development and visual communication.Brands can harness those tools and democratize the creation of certain visual content.This frees up marketing and creative teams to dedicate more time to strategy,storytelling and inventive engagement,all while increasing bran
7、d efficacy and growth.IMAGES COURTESY CANVACommon organizational challengesInefficient workflows are the most common pain point for marketers and creatives.According to the Canva-Ad Age study,87%of marketing,creative and communications professionals say stakeholder management or collaborating across
8、 internal teams is the most critical skill to being successful in their roles.But they also know that not everyones strong suit is creative or design acumen.“Every day,were getting feedback from our customers,especially marketing,creative and sales teams,about what they need to keep up with the dema
9、nd for content,”said Jen Thompson,product marketing group lead at Canva.“Its incredibly important that everyone has the tools to create the visuals they need to effectively do their job without bottlenecks,so were constantly researching whats causing friction in this area.We even do exercises on our
10、 own internal team to say,Where are the blockers within our own organization,as customer zero.”Among the most common challenges are very simple issues like providing temporary access to freelance or agency contributors,quickly swapping in newly updated colors or photography and converting files from
11、 incompatible software.And,of course,when the objective is to increase scalabilityalways doing more with lessall those hours spent on superfluous technical matters can feel like a real waste of time and resources for all departments involved.3The connection between high-quality design,visual communi
12、cation and marketing successThe Business of BrandsAd AgeJune 2023A commissioned study conducted by Forrester Consulting on behalf of Canva found that prior to using Canva,“interviewees noted how their organizations lacked a unified creative process and comprehensive branded toolkits and guidelines t
13、hat were scalable and accessible by employees across functions throughout the globe.”It noted that discrepancies like this led to unpredictability,inconsistency and accessibility issues surrounding brand imagesomething no company wants to have happen on their watch.Because of this,92%of global busin
14、ess leaders are prioritizing more efficient workflows when evaluating visual design software,according to Canvas recent study,The Visual Economy Report.And 97%of respondents to the Canva-Ad Age survey believe that design tools should support collaboration between professional designers and the marke
15、ters,creatives and communications professionals who amplify their visuals.The goal is frictionless collaboration.Another 94%of those surveyed agreed that newer design tools have improved the efficiency of creative development and visual communication.When Canva overhauled its workflow capabilities,i
16、t focused on five foundational touchstones that brands consistently requested:1.The ability to create a powerful brand both internally and externally.Its imperative that creatives can clearly configure their brand identities in one centralized place,managing what ingredients people access when theyr
17、e creating materials.To address this need,Canva launched the Brand Huba space where design components can be uploaded and easily used,even if it was created outside of Canva.Creative teams can import any number of design formats(PDFs,PowerPoint,Adobe Illustrator,etc.)all of which can be uploaded and
18、 converted into working Canva files.2.The ability for anyone to create anything on-brand.In order to remove bottlenecks and create content at scale,every team member needs to have the tools to create the materials they need.This means they need access to approved templates,fonts,colors and images so
19、 they can make what they Canva launched the Brand Huba space where design components can be uploaded and easily usedto address creatives growing need to configure their brand identities in one centralized place,empowering their teams to effortlessly design on brand.4The connection between high-quali
20、ty design,visual communication and marketing successThe Business of BrandsAd AgeJune 2023need without relying on creatives.Of course,there are approval parameters in place,but if an HR representative needs to quickly create onboarding materials,leadership can have the con-fidence that theyll design
21、on brand.3.The ability for the brand to change.Brands are not static.Rebranding hap-pens,parent companies come and go and seasonal campaigns can be adapted for reuse.Whenever a brand asset changes,employees across the organi-zation need access to the new materials immediately.To simplify this proces
22、s,Canva introduced the ability to change logos or images across every design team at once.4.The ability to collaborate on brand materials with anyone.Creative and marketing teams are adept at working with outside agencies,but their pro-duction tools arent always amenable.Canva allows the flexibility
23、 of inviting external partners to collaborate in real-time and then manage access permis-sions once the project is complete.5.The ability to protect the brand.Not only can the senior creative or mar-keting teams provide the approved brand elements,they also can set brand controls to restrict the tem
24、plates,colors and fonts that team members can use,and they can add an approval step to reduce the risk of off-brand content being published.“Practically speaking,these five touchstones mean a dramatic reduction in last-minute design or approval requests.Gone are the days of spending hours franticall
25、y updating a presentation before a conference,or begging the creative team to resize branded artwork for new promotional materials,”said Michael Webster,creative director of brand at Canva.Approved brand templates and visuals can be made available to anyone in the organization to prepare their own p
26、rojects,and workflows between teams and departments can be streamlined.Not only does this allow more autonomy among an organizations teams,Webster added,but it also creates space for more real-time,cross-team collaboration,especially for globally dispersed or remote teams.No one knows this better th
27、an Brandon Realmonte,the global brand creative manager for Zoom.The video-conferencing software company saw massive pandemic-related growth,and its creative and marketing teams needed to scale their work just as quickly as their engineers and developers did.“We had a lot of people that were not desi
28、gners but who needed to create things fast,and we didnt have a tool that was effective for them to use,”Realmonte recalled.He said that proposing Canva was an easy sell to his C-suite.“I said,My team can handle either 500 designs and thats going to take us five hours,or we can do five designs with C
29、anva and let the rest of the company scale their work from there,”Realmonte said.Once they implemented Canva,Zooms creatives saved more than 230 hours of design time in the last quarter of 2022.Based on that success,Zoom opted to use Canva to support multiple teams across the company,including socia
30、l,marketing,sales,digital and comms.Features like Brand Kit helped Zoom save over 230 hours of design time in three months during the last quarter of 2022.5The connection between high-quality design,visual communication and marketing successThe Business of BrandsAd AgeJune 2023One of the most time-c
31、onsuming aspects of design is often its most rotebuilding out the base of graphics or designs.Mark Davis,the president and creative director at agency Hero Creative,discovered this when he started playing around with the range of design features and capabilities that Canva offered.Davis found that c
32、reating tricky Venn diagrams in video editing software,a task that would usually eat up three to four hours,was reduced to mere minutes once he looked into the range of ready-made Venn diagram templates offered within Canva.That was his light-bulb moment.“I was like,Oh wow,Canva actually could be a
33、tool that we could use for several differ-ent things,”Davis said.Among the features the Hero team began regularly using was presentation templates with video integration capa-bilities,along with a library of photos,graphics and audio for pitch decks.Davis said that what used to be a 40-hour job of c
34、reating high-quality and high-impact presentations was often reduced to single-digit timeframesvaluable time that could be dedicated to client work in otherways.Canvas end-to-end capabilities help the Hero Creative team(below,from top:Mark Davis and Dominic Hampton;Hampton and Jacob McFarland)achiev
35、e more with less.Save precious time by not reinventing the wheel6The connection between high-quality design,visual communication and marketing successThe Business of BrandsAd AgeJune 2023Common creative challengesBrand consistency is a key problem marketers and creatives face,and its one that requir
36、es con-stant,detail-driven attention.According to the Canva-Ad Age study,a dismal 25%of creatives say theyre“very satisfied”with other teams in their organization maintaining and following brand guidelines in the assets and materials they create.At the same time many more say their in-house or agenc
37、y creative teams(rather than technology or tools)are primarily responsible for producing multiple versions of digital cre-ative assets for various channels and platforms.That workload,especially in todays rapidly expanding digital and visual economy,is unsustainable.“Canvas Brand Hub alleviates this
38、 pain point by providing team members with brand knowledge and the ability to maintain consis-tency more effectively,even while giving more collaborators access to their files,”Webster said.“Brands can harness those tools and democra-tize the creation of visual content.This frees up creatives to spe
39、nd more time generating new ideas,rather than creating versions of the same design with minor changes”.Within the Brand Hub,designers can set up templates that their whole team can use,and make approved creative assets available to all team members,regardless of their design expe-rience,Webster adde
40、d.They can set controls on fonts,colors and other assets,so theres no chance a banned serif font or an off-brand shade of blue to sneak into a presentation.As an example,think of a high-profile company with innumerable branches and divi-sions,each of which needs access to the highly recognizable bra
41、nd imagerya brand like the NFLs Philadelphia Eagles.Erica Sorrels,the Eagles activation and partner solutions manager,sees on a daily basis how important it is for all of the brands guidelines for graphics and other imagery to be housed in one easily accessible location.“One of my favorite features
42、within Canva is the Brand Kit,”Sorrels said.“This feature allows us to easily share our brand assets and guidelines,logos,fonts and colors.Our brand is an important part of who we are as a team,but it also helps us connect with our fans,partners Dont forget your internal brandingWhen companies scale
43、 their external branding and marketing efforts,its important to remember that internal branding can be just as impactful.Of course you want every social post you put out to reflect the brand identity both tonally and visually,but what about internal or external presentations,the documents you circul
44、ate and the branded notepads and insulated mugs you prepared for an all-staff retreat?“The Canva Visual Suite gives you the ability to create everything from websites to docs to presentations to whiteboards to any kind of printed product that you can imagine.You can do it all in Canva,”said Jen Thom
45、pson,the companys product marketing group lead.This means any department can use approved brand visuals to create or update its own Zoom backgrounds,company cards or email signaturesall without drowning design teams in requests.7The connection between high-quality design,visual communication and mar
46、keting successThe Business of BrandsAd AgeJune 2023and the community,so it is important that its represented accurately.”With one shared platform and a consistent set of tools and assets,the Eagles can grow the scale and impact of their creative work without sacrificing the quality and professionali
47、sm that fans and the community expect.Common resource challenges There are increasing business pressures for marketers and creatives to do more with less,particularly with internal creative resources.The Canva-Ad Age study found that,especially in the wake of the COVID-19 pandemic,the demand for vis
48、ual content and visual communication has increased exponentially.Three-quarters of respondents said that not only had the volume and complexity of creative assets increased,but that the expected turnaround speed for creative and design work has also increased in that timeframe.“Companies quite often
49、 have just one small creative or design team that supports an entire marketing organization,”said James Brady,Canvas head of strategic accounts for North America.“Even some of the biggest,most well-known Fortune 500s will have small internal creative teams.But one creative team trying to produce eve
50、ry piece of content at the organizationwell,its just not possible in todays climate.”Not only has the workload increased(and obviously,the importance of brand control and brand consistency),but the budgets for these teams also hasnt kept pace with the demands on their time.Of the Canva-Ad Age respon
51、dents,69%said their budget allocations either decreased or remained the same post-pandemic,even while the cost of content creation went up.That means an increase in stress,demand and,most likely,mistakes.To remain competitive,business leaders have begun searching for ways to help their creatives man
52、age their workloads without always resorting to costly outside agency contracts.Canvas Visual Economy Report noted that because visual communication has become a new business imperative,the majority of leaders are now investing in visual platforms and prioritizing design literacy for all employees.D
53、esigning better,faster and stronger(creatively,that is)Marketing,creative,and communications professionals want to run efficient teams that create amazing visuals.According to the Canva-Ad Age survey,97%of respondents agree that organizations have opportunities to more effectively utilize design and
54、 visual communication,and many are finding that Canva and its comprehensive Brand Hub and toolkits can help drive their success through The Philadelphia Eagles have used Canvas Brand Kit to create,manage and share visual content while maintaining brand consistency.8The connection between high-qualit
55、y design,visual communication and marketing successThe Business of BrandsAd AgeJune 2023Every organization has employees who are perfectly capable of creating or editing designed materials,even if they dont personally have deep design knowledge or backgrounds.And,as both Canvas Thompson and Brady po
56、inted out,franchise businesses like real estate agencies,restaurants or resellers will often need to retain national branding while customizing local information.These features are among the oft-needed,bottleneck-unclogging tools that Canva provides:Magic Resize:Take the guesswork out of resizing de
57、signs and documentsthe perfect dimensions for each platform are already pre-set.Brand Kit:Create a Brand Kit with logos,colors,fonts,icons,imagery,graphics and brand guidelines.Teams will never have to scramble for the right assets and are empowered to create on-brand,standout content.Brand Template
58、s:Design and share Brand Templates for teams to quickly create on-brand,compelling content.Save time on repetitive design tasks and scale up content output.Design Import:Make the most of all existing work by importing PDF,PPTX,Illustrator or even Photoshop files,and watch them magically transform in
59、to editable Canva files.Translate:With the click of a button,automatically translate the text in designs to over 100 different languages.Background Remover:With one click,remove a photos background,without the need for tricky eraser tools or having to tirelessly erase edges.Video editing and animati
60、ons:Create simple animations to long-form videos with audio and effects with an easy to use drag-and-drop editor.Magic Design for Presentations:Use a single text prompt to create entire on-brand presentations,ready for editing.Magic Write:Powered by OpenAI;create content from a simple text prompt in
61、 seconds.Brand Kit enables creatives to save approved brand assets in one place,making it easier and quicker to keep designs on brand.Tools to help avoid creative bottlenecks9The connection between high-quality design,visual communication and marketing successThe Business of BrandsAd AgeJune 2023eff
62、ective,democratized visual communication.For example,80%of survey respondents report spending undue time on mundane or repetitive creative tasks,and 86%complain of ineffective collaborative techniques across their organization.Canva helps free up time and resources for more meaningful creative works
63、omething 86%of creatives said was a key concern.If marketers and creatives can remove bottlenecks like these,they can leave busywork behind and focus on more strategic and higher-impact work.Canvas suite of tools allow creative teams to set up brands in a way that maximizes consistency while enablin
64、g scale.Creatives can house logos,colors,fonts,icons,imagery,graphics and brand guidelines,all in one place,making it easy for everyone to use and design on-brand.“You get to empower your team to design,but do so in a way that ensures consistency and brand integrity across the organization,and save
65、time and money in the processthe very definition of win-win,”Brady said.Canvas brand management tools help creatives establish brand consistency for all collateral,across every touchpoint.“You get to empower your team to design,but do so in a way that ensures consistency and brand integrity across t
66、he organization,and save time and money in the processthe very definition of win-win.”James Brady,head of strategic accounts,North America,CanvaAd Age Studio 30Ad Age Studio 30 helps your brand connect with an influential audience actively seeking new partners,solutions and products.Through original
67、 custom articles,thought-leadership content,events,research,webcasts,white papers,infographics and more,our end-to-end solutions help your content reach and resonate.S StaffWriter Erika BerlinDesign Director Jennifer ChiuSenior Designer Natalie SkopeljaCopy Editor Brian MoranContact us James PalmaSe
68、nior VP,Salesand Client Partnerships John DiosoEditor,Studio 30 Deana M.LykosDirector,Activations CanvaLaunched in 2013,Canva is a free online visual communications and collaboration platform with a mission to empower everyone in the world to design.Featuring a simple drag-and-drop user interface and a vast range of templates ranging from presentations,documents,websites,social media graphics,posters and apparel to videos,plus a huge library of fonts,stock photography,illustrations,video footage and audio clips,anyone can take an idea and create something beautiful.Visit for more information.