Influence, impact and ethics
in one creative vision
AdEthics with the European Advertising Standards Alliance (EASA)
Ever been left wondering how to do modern-day comms in the policy world?
That’s exactly the kind of support the European Advertising Standards Alliance (EASA) were looking for when they came to us for support with this project. EASA challenged us to create a fresh, modern, and appealing visual identity that showcases both the trustworthiness of the alliance and the spontaneity and authenticity of content creators and influencers.
At karma.agency, we love working on meaningful projects that promote important values such as transparency and ethics, so we welcomed the creative challenge of bringing these two worlds together!
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Creative Direction
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Visual Identity Design
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Website Development
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Communication Assets Design
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Long-term Technical Support
In collaboration with its members, EASA promotes responsible advertising and provides detailed guidance on advertising self-regulation for the benefit of consumers and businesses. It also creates spaces for the advertising ecosystem to work together at European and international levels to address common challenges and ensure advertising standards are future-proofed.
The Brief
What is AdEthics, we hear you ask? This Europe-wide initiative is coordinated by EASA and looks to support influencers and businesses in following responsible and transparent advertising practices. The programme tackles growing challenges in influencer marketing through two core pillars:
- Training – training in responsible communication to ensure influencers are equipped with the basic knowledge needed to communicate advertising content responsibly.
- Certification – reviewing how well trained influencers comply with established advertising standards and legislation and reinforcing responsible behaviour by consistently monitoring influencers’ advertising content.
It looks to promote professionalism, accountability, and transparency across the entire influencer landscape, benefiting content creators, brands, agencies, and consumers.
AdEthics was first launched under a different name (Influencer Marketing Standards Training – IMST), so EASA needed to revamp how they promoted the programme and create a coherent visual identity, to mark the second phase of the project. This all needed to be finished in time for an important event for the client, the Cannes Lions International Festival of Creativity. We love a challenge!
Crafting the AdEthics creative identity
EASA put their trust in our vision and gave us creative freedom to come up with the right visual identity for the initiative. Injecting our expertise into a project like this is one of our favourite ways to support clients.
After sharing a mood board of some initial solutions, we worked hand in hand to refine and evolve the ideas based on their feedback.
We loved the opportunity to innovate and define a fresh, modern identity that appeals to content creators while also feeling credible for those who work with them, such as agencies, businesses, and policymakers.
Goodbye stiff EU approach, hello fun framing with an important underlying message.
Time to get creative!
Two audiences, one programme and lots of innovative thinking
For maximum impact, we needed to create two pathways for the two different programme audiences, namely content creators themselves as well as policymakers, businesses and agencies.
Thanks to karma’s support, EASA now has creative and efficient ways to reach each group with targeted and high-quality content.
How exactly?
Driving home the need to “make the switch” to ethical advertising, we added a switch button to jump between the two pathways to the website and integrated the switch concept directly in the logo design.
By using imagery that everyone is familiar with, we were able to put a playful spin on the AdEthics creative identity, while also reinforcing its central message in a way users can unconsciously identify with and universally understand.
Efficient collaboration
and speedy results
We needed to work quickly to be ready to roll before the Cannes Lions International Festival of Creativity.
We were able to rise to the challenge and adapt our support to the deadlines and realities of our client, providing them with a result we can both be proud of.
We always take the time to understand our clients and their needs, so that we can be as efficient as possible when it gets to crunch time.
We know what a difference it makes working with a team that gets the bigger picture, especially when deadlines are tight.
Bring on the next challenge!
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