One of the biggest bottlenecks in rebranding projects is the capacity of suppliers’ (or internal) art departments and this is often compounded by time consuming, inefficient and error prone review, approval and revision processes. Brands Applied has helped clients and suppliers implement artwork automation and workflow management to accelerate and improve this critical work, which can also deliver ongoing operational and brand management benefits.
But what are these concepts specifically and why does it matter?
Artwork Automation
Fundamentally this involves using technology to eliminate manual, repetitive, low value add but often detailed artwork (e.g., hundreds of individual door number plates). One of the most widely used examples is the web based business card service Vistaprint.
Typically, standardized document templates are developed that can accept dynamic database driven content, to allow for customized yet consistent documents and art files that are production ready. Skilled designers no longer need to manually type the details for each file or hand assemble repetitive documents, and can focus on creative. In addition, information already gathered can flow directly into document fields (e.g., your facilities list populates the address in each site report).
To further address resource constraints, artwork automation can empower non-designers to create brand compliant documents, on demand and not be reliant on art department capacity or costly agency talent. The interface can run the gamut from off-the-shelf cloud based collaboration services like Smartsheet, to very user friendly “web to print” solutions that enable simple drag and drop creation, but typically require significant IT development. Regardless of the interface, Adobe InDesign Server has proven to be the industry leading artwork automation platform, leveraging the strengths of InDesign for page layout and PDF output.
A common use case is the development of site recommendation documents that illustrate existing facility branding and proposals for updates (often signage focused). Below is an overview of a typical automation process for this use, which includes app based in-field data gathering (more on the use of apps in a subsequent white paper).
Artwork automation process with template formatted dynamic output
Workflow management
Specific to rebranding, it is the establishment of documented processes to structure and control the activities required to efficiently produce branded outputs.
A well designed workflow should make the process transparent and easily followed. It should facilitate artwork requests, the management of resources, adherence to the workflow, stakeholder reviews with quick and clear markups, accurate and timely revisions, version control, and software based cross referencing to ensure all feedback has been incorporated – all with automated notifications to keep work moving.
In cross functional environments, this often takes the form of a ticketing system administered by a creative director’s assistant that allows for balanced resource allocation and supports the designer by giving them personalized reporting on their prioritized list of requests, as well as, lets them report on their progress (e.g. green, yellow, red, and percent complete). If the designer changes the status of the request to “ready to review,” the requester is automatically notified by the system. This greatly reduces back and forth emails, instant messages, drop by visits and meetings to discuss status of requests and who needs to take action.
Typical helpdesk workflow
Best practice includes performance metrics, readily available reporting, and the ability to analyze both the workflow status and underlying company data. Again, usually the best tool is an established cloud platform that makes it easy to structure workflow steps and track status (with little or no IT development), feels familiar to users, acts as a document repository with version control, automates notifications, supports analysis and reporting, can interface with external databases, and provides additional features like Gantt charts for project management.
Version control alone can create major inefficiencies, errors and costly rework. This functionality is very expensive and time consuming to custom develop. Brands Applied typically favors utilizing powerful best in class collaboration tools, rather than “reinventing the wheel.”
We would be happy to discuss this topic further. Please call or email us: 647-823-7001, contact@brands-applied.com.
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