The Nars team was experiencing tremendous amount of pressure when it came to producing campaign visuals. Starting with brief creation, a Power Point process that took 1.5 hours and many more rounds of clarifications. Only after that, the visual production process can take place. The NARS team was in a dire need for a solution to their briefs problem. Additionally, the design team was overwhelmed with the amount products and gifts with purchase that needed constant updates.
Before dipp, NARS employed a traditional approach of creating unique briefs for each request. This approach was not only incredibly time-consuming, it put the marketing and sales teams in a position of complete dependence on the design team.
From the design side of things, because of the tremendous volume of work, design team did not have the bandwidth to properly prepare assets, recognized repeating design patterns and set any guidelines. This resulted in inconsistent sizing of products and effect application and treatment.
First, dipp introduced a new way of creating briefs, where everything was structured and organized. Next, we took all NARS product images and resized them to be in scale, so when designers or even non-designers create new visuals, products can be in scale.
The new process has standardized the way briefs are written, established a mechanism to bring consistency to product images and introduced populate layout via spreadsheet process, so marketing and sales teams were no longer not so tightly coupled with designers. Non-design teams were able to create visuals on their own without lining up in a design queue.
The big achievement is a 75% reduction in campaign preparation time. On top of that, efficiency and flexibility of workflow increased dramatically. Sales and marketing teams could freely bundle products together to create new SKUs as well as create giveaway items as they saw fit.