Marketing Product design collaboration

Marketing < > Product design collaboration

Needs and responsibilities

Marketing team's design needs include items below, with responsible designer (Marketing or Product) added to each.

• Product landing page > Product designer
• Brandbook guided by product > Product designer
• Dedicated audience or campaign landing page > Marketing designer
• Social media assets > Marketing designer
• Post/blog headers > Marketing designer
• Occasional collatoral > Marketing designer

Assumption is that product designers only work Product landing page and brandbook. Occassionally help is needed to produce other assets. Occassionally product designers enjoy providing other assets as a welcome distraction:) (e.g. t-shirt designs).

Way of working

To ensure consistency between product and assets we discussed the following WOW:

• Marketing team can always ask for assets, product designers can always say 'no'.
• Production files (Figma) are shared so marketing and product design can get a feeling for eachother's style.
• In case product designers are needed to provide assets (e.g. unavailability of marketing designer) marketing team provides the following requirements:
  • What is the purpose of the asset?
  • Where will it be used?
  • What are required dimensions?
  • What is the deadline?
• Product design provides a basic brandbook for each product to guide style for marketing materials. E.g. Teller brandbook
  • Current guidelines for Core need more detail (e.g. when and how wordmark and logo are (not) used and how to display app screens)
• Upcoming marketing campaigns (required assets) are here.
• When a marketing designer starts working on assets they consult brand book, provided by product design and ping in #design.
• Final assets are shared with relevant product designer to check for any updates in the meantime (esp. regarding screens in development).