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graphic design

Graphic design plays an integral role in any messaging strategy—but many organizations continue to get it wrong. Kim Vanni, Senior Art Director for Spencer Brenneman, joins this episode of Messaging on a Mission to talk through the best ways to ensure that graphic design supports your work in the most effective way possible.

Key Takeaways
  • Design is like a puzzle, made up of various pieces, like the organization’s mission, its audience, and what it’s trying to accomplish.
  • The messaging strategy doesn’t just apply words, talking points, to a voice. How a brand actually looks is integral to the messaging strategy.
  • Less is more. Find the one piece of content that is crucial for people to take away with them. The more information there is, the less people will absorb.
  • There’s so much visual stimulation now that design needs white space that gives your audience some room to breathe.
  • Branding does not equal your logo.
  • Ask of your design, “How is it fulfilling your message? How do you think your audience
    is going to see it?”

Kim Vanni. Kim Vanni the Senior Art Director at Spencer Brenneman. Brilliantly both left- and right-brained and, coupled with her years of experience, she delivers visual elements in line with the strategy’s end goals.

For more than a decade, Kim worked in a variety of roles within Thomson Financial and Thomson Reuters, from serving as a one-woman design powerhouse to supervising a team of creatives and marketers based in both the U.S. and U.K.

Specialties include complete brand visual identity solutions, print and digital design, photography direction, and editing. In addition to working with Spencer Brenneman, Kim shares her skills and expertise with a number of non-profit organizations and local/town governments.

She has a bachelor of arts from the University of Houston.

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Kim Vanni


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