Great key visuals

Key visuals are the first creative expression of our team's thinking.

They come before wireframes, before systems, before any production work. This is the first, and most critical opportunity to justify our seat at the table.

I started writing this piece as an internal onboarding document, but I figured it could work as a note for anyone who wants to learn more about our approach.

So here's my attempt to capture the common traits of the best visuals we've ever created.

A great key visual is bold. It goes beyond what you think stakeholders would accept. You can always tone things down later. Go rogue if the idea calls for it. Injecting ambition into something that started cautious is only getting harder as the work progresses.

It's built on a single idea. Every element (typography, color, composition, motion) ties back to one core concept. Great key visuals aren't overdecorated.

It captures something deeper about the client. Not just their category or competitors, but something true about their nature, position or value. The best key visuals are grounded in a genuine insight.

It doesn't try to reinvent everything at once. Novelty works best when it's balanced with familiarity.

It's written. The tone of voice and visual language are cohesive. You can't experience the most beautiful design filled with Lorem Ipsum. If the words aren't there, the concept isn't either.

Finally, a great key visual expresses what the author wants to see in the world. It's not an exercise in checking boxes to get stakeholders' thumbs up.