2020: Omnichannel workshop

Building a brand-driven message architecture

Complement your marketing and UX design practice with brand-driven content strategy. In this workshop, you’ll get up to speed on the philosophy, questions, and tools to implement content strategy that aligns your brand’s communication goals in a manner that’s consistent and sustainable. Conduct a hands-on exercise to prioritise communication goals and develop a message architecture—ideal whether you design and create content for the web, mobile apps, social media, print collateral, service design, or other channels.

If you’ve had it with drawn-out engagements and under-involved stakeholders, you’re among friends. Using BrandSort, discover how a brand-attributes card sort can help you spot pitfalls and points of disagreement while you improve organisational alignment across silos. Then we’ll discuss where to go from here to conduct a qualitative content audit, prioritise content types and channels, and manage scope creep along the way.

These challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, you can embrace content strategy, starting with the message architecture.

 

What you’ll learn


  • Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise
  • Practice asking the right questions to minimise distracting, off-brand features, like the blog no one has time to update
  • Gain additional tools to keep your projects on track, on time, and on budget