WORKED EXAMPLE / UPCRAFTED STUDIO

A community campaign with a shared visual voice

A community programme has to feel welcoming while making practical information easy to find. This worked example uses Common Ground to connect an event announcement, social artwork and a presentation without losing the human character of the story.

An in-house example campaign, not a client case study or a claim of measured results.

Make the invitation specific

Start with who the event is for, what will happen and how someone can take part. A cultural headline can set the tone, but it cannot replace the date, venue or booking information. Put those details in a predictable place across the campaign so people can recognise the invitation and act on it.

Use contrast to establish a rhythm

Black and warm white create the foundation. Yellow signals the most important moment: a headline panel, a short accent or a practical call to action. It works best when it has room around it. If every area is yellow, the accent no longer tells the reader where to look.

Pair expressive headlines with clear information

Bebas Neue gives short headlines an emphatic, condensed shape. IBM Plex Sans makes dates, descriptions and access information easier to read. Keep long sentences out of the display style. Test the post at phone size: the event name and essential information should still be apparent before someone opens the image.

Let people lead the image choice

Documentary photographs can communicate a real place and a shared experience. Choose images with the necessary permissions and an intentional crop; avoid covering faces with type. The outline illustrations offer a quieter option. The colour variants give characters and their surroundings a coordinated palette, so the figures feel integrated into the scene.

Adapt the invitation, not just the dimensions

A social post needs an immediate invitation. A presentation can explain the programme over several pages. A print piece must carry practical details without relying on a clickable link. Keep the same type pairing, colour roles and editorial rhythm, then adjust the content hierarchy to the reader’s situation.

Start with the free campaign

The free Common Ground starter contains selected SVG layouts, icons, a people illustration, a Studio project and licensed fonts. It is available without an account or card. Replace the example event details and photograph placeholders. Keep the supplied third-party attribution notices, including those for the adapted Humaaans characters. Studio creation requires an active preview or Pro; the SVG files can be edited separately.

Keep exploring: One technology brand, a connected campaign