Strategy
This acronym stands for Specific, Measurable, Achievable, Relevant, Time-bound goals – a framework for setting clear objectives.
What are SMART goals?
The distinct personality in which a brand communicates, including its tone, style, and values, makes its messaging recognizable and consistent.
What is a brand voice?
A strategic marketing approach focused on creating and distributing valuable, relevant, consistent content to attract and retain a clearly defined audience – ultimately driving profitable action.
What is content marketing?
The arrangement of visual elements in order of significance – for example, using larger or bolder fonts for headings and contrasting colors – so users’ eyes naturally gravitate to the most important content first.
What is visual hierarchy?
This deliverable is the first step in Kinectiv’s strategic service model — helping brands align who they are with how they’re seen.
What is an Identity & Experience Map?
The communication technique of giving full attention to a client and truly understanding their message – a cornerstone of effective client communication.
What is active listening?
A short, memorable phrase that encapsulates a brand’s essence or promise – for example, Nike’s famous “Just Do It.”
What is a tagline?
The complete path a person takes when interacting with a product or website – from initial discovery and consideration through use and beyond – often mapped to improve the user’s experience at each stage.
What is a user journey?
The practice of making sure designs are usable by people with disabilities. This includes providing text alternatives for images, sufficient color contrast, keyboard navigation, and more to accommodate all users.
What is accessibility?
This monthly meeting unites all departments to align on direction, celebrate wins, and level up together.
This overarching plan focuses on reaching prospective customers and turning them into buyers, aligning promotion efforts to business goals.
What is a marketing strategy?
A logo consisting of the brand name in stylized text with no accompanying symbol.
What is a wordmark?
A prompt (often a button or bold link) that urges the user to take immediate action, for example, “Sign Up Now” or “Add to Cart”.
What is a call-to-action?
Also called negative space, this refers to the empty space around elements (text, images, buttons). Used strategically, it gives a design breathing room, prevents clutter, and draws attention to content.
What is white space?
If a deliverable hasn’t gone through this step, it should not be sent to a client. It’s how we ensure quality, clarity, and alignment.
What is an internal review?
A concise statement of the unique benefit that sets a product or service apart from competitors and gives customers a reason to choose it.
What are unique selling propositions? (USPs)
A symbol or icon-based logo without text – for instance, Apple’s apple or the Nike swoosh – used to represent a brand graphically?
What is a logo?
A standalone web page created specifically for a marketing or ad campaign, where visitors “land” after clicking a promotional link – designed with one focused objective (like capturing a lead or sale).
What is a landing page?
An approach to branding that adapts logos and design elements fluidly for different screen sizes or contexts while preserving core recognition.
What is a responsive identity system?
Our source of truth for project timelines, responsibilities, and due dates — this tool ensures nothing slips through the cracks, and it’s where all work should begin and end.
What is ClickUp?
A measurable value that indicates how effectively a company is achieving key business objectives?
What are key performance indicators?
This comprehensive document defines the usage rules for every element of a brand’s identity – from logos and color palettes to typography and tone of voice – ensuring consistent brand presentation across all media.
What are brand guidelines?
A fictional persona created from research that represents a key user group – including that user’s goals, needs, and behaviors – used to inform design decisions and ensure empathy with the target audience
What is a user persona?
Before handing off a file for print or digital delivery, designers must ensure all linked assets are embedded, fonts are outlined or packaged, and color profiles (CMYK or RGB) are correctly assigned. This step helps prevent production errors.
What is preflighting?
This is the difference between average and exceptional work: thinking beyond your task to anticipate what’s needed next — creatively, strategically, and logistically.
What is initiative?