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Keeping things simple.

As Mark Twain once said; “I didn’t have time to write a short letter, so I wrote a long one instead.” That’s a sentiment we often reference in the agency, and one that I believe applies as much to design as copy.

It can be so easy to over complicate things; keeping it simple can prove hard, but it’s important to remember that the creative we develop has a job to do. To communicate effectively to an audience and to get them to act.

One of the brands I’ve always admired for their simplicity and effective communication is McDonalds. For example, there’s the modern classic Wi-Fries…

Simple design

…and more recently in Toronto, the fast-food chain is applying the same approach to out-of-home ads—with great results. You can instantly see how the rather nice ‘Follow the arches’ campaign can travel to other regions too.

Simple design, that communicates well can take more time, but it’s much more memorable and effective.

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