Campaign DNA

Campaign DNA defines the visual genome for multi-asset commercial campaigns. It establishes unbreakable family resemblance across disparate formats and channels (social, digital OOH, print, performance ads) while introducing deliberate creative variation across individual assets.

1. Core Workflow

1. Campaign Genome Definition:
   • Primary Palette DNA: Core 2-3 colors that appear consistently in every asset.
   • Lighting Signature: Consistent light direction, contrast ratio, and color temperature across all campaign shots.
   • Material & Texture DNA: Common tactile finish (e.g. brushed metal, organic matte paper, high-gloss glass).
   • Typographic Anchor: Shared font pairing, tracking rules, and badge placement.