01
CTA
Agency wording
Call to Action.
In normal language
It is the concrete action we want someone to take after seeing an asset.
Example
See related service ↗“Book now”, “Order on WhatsApp” or “Come this Friday”.
You do not need to speak like an agency.
If we use a word that sounds more complicated than necessary, this is where we explain it in normal language.
02
Key visual
Agency wording
The lead visual asset that defines a campaign.
In normal language
It is the main image that decides how everything else will look: stories, posts, posters, ads or video.
Example
See related service ↗We first define the “Mojitos 2-for-1” image, then adapt that visual language to every other format.
03
Visual direction
Agency wording
The set of decisions that defines how communication should look.
In normal language
We decide photography, colour, typography, composition, light and style so everything communicates the right feeling.
Example
See related service ↗A premium restaurant may need quieter imagery, more negative space and elegant typography.
04
Creative direction
Agency wording
The idea and judgement that keep a campaign focused.
In normal language
It means deciding what people should feel, what idea we are telling and which creative choices do or do not fit.
Example
See related service ↗A night promotion can be built around desire, contrast and a strong “tonight only” feeling.
05
Visual identity
Agency wording
The visual system a brand uses to present itself.
In normal language
It is not just a logo: it is the set of rules that makes your business consistently look like the same business.
Example
See related service ↗Logo, colours, typography, composition, photography, graphic devices and usage rules.
06
Moodboard
Agency wording
A reference selection used to align an aesthetic direction.
In normal language
It is a collection of images and references that lets us agree on the feeling we want before designing.
Example
See related service ↗It can combine photography, textures, colours, type and compositions that define the visual territory.
07
Deliverable
Agency wording
Each concrete output included in a project.
In normal language
It simply means each thing you will receive when the work is finished.
Example
A post, story, SVG logo or final video can each be separate deliverables.
08
Adaptation
Agency wording
A version of an idea adjusted to another format or channel.
In normal language
We take the same campaign and adjust it so it works properly across different sizes or platforms.
Example
See related service ↗The key visual can become a square post, a vertical story and a printed poster.
09
Motion
Agency wording
Graphic design applied to movement.
In normal language
It is when typography, images, shapes or graphic assets are brought to life for video or social media.
Example
See related service ↗A price appearing, a product entering frame or typography animating inside a reel.
10
Brand system
Agency wording
Rules and assets that allow a brand to be applied consistently.
In normal language
It is the toolbox that keeps every new design from having to start from zero.
Example
See related service ↗It includes logo combinations, palette, typography, composition styles and reusable graphic devices.