HBMA - Ratcliff Creative

The Houston chapter of the ANA (formerly the BMA) approached Ratcliff Creative about adding new life to their social campaigns promoting events in the 2020-21 calendar year to increase participation despite the ongoing pandemic. All the promotions would be in digital channels and on various platforms. Sounds like a simple enough assignment, but there were a number of issues driving many of the design decisions.

First, the design had to be flexible to accommodate all the different sizes of windows across the various social platforms. Good grief, there are a bunch of different sizes.

Next, to compound production issues, images featured in each graphic would come from different sources, meaning the quality of each image would vary wildly. The design had to be flexible enough to handle virtually anything.

And if that’s all not enough, the design had to be able to be replicated in Canva (This is an unpaid endorsement of Canva, BTW.) so all the artwork would not fall on one person’s shoulders to produce. Canva allows anyone to be able to make a quality web-ready graphic without having to use Photoshop, Illustrator, or any other pricey software.

The design challenge was met and has delivered the ANA a significant uptick in attendance (much of it virtual) to all events.

Groucho Marx said it best:
“I wouldn’t want to belong to any club that would have me as a member.”