Art of Marketing: Q&A with Graphic Designer, Lauren Spencer
In our latest staff Q&A, Graphic Designer Lauren Spencer talks about interactive infographics, design fails of social media, rally driving and the importance of wrist stretches.
Infographics have been around for a while now. What’s the next big trend in design-led content marketing?
Personally, I’m a big fan of interactive infographics. I’ve seen some awesome examples recently and I think more brands will be using them in the future to raise the stakes in the battle for attention. I’m also keeping a close eye on some of the emerging trends in photography. It used to be the case that photos were just there to make your articles look better, but now we’re going to see a lot more photo-led content marketing campaigns.
You’ve worked on a huge number of projects since you joined the company. Is there one that stands out as something you’re particularly proud of?
There are a few projects that come to mind. A couple of months ago I worked on an infographic for a hotel chain on whale watching that attracted a good number of shares, including a mention on blog.queensland.com, which was exciting. It’s always cool when you see something you’ve created getting shared around the web.
And just this week I produced an infographic I was really pleased with. It was about styling your home and it was a very illustrative and technical design which was difficult to create, but the client loved it. I was under a lot of time pressure with this one so I was really happy with the outcome. It’s great when you get positive feedback like that on a tricky assignment.
What’s the worst mistake brands make when using design as part of their content marketing?
Cutting up their beautifully-designed graphics and sharing low res versions on social media. Low res files are a pet hate of mine as they look really unprofessional compared to properly-formatted alternatives.
You’ve played a big role in developing Castleford’s brand assets. What’s next in the pipeline?
Getting the formal brand guidelines up and running is definitely the next step for Castleford. I think that annual reports for the company, both for internal and external use, would also be a great asset to have.
What do you like most about working at Castleford?
The diversity of work I get to produce (infographics, whitepapers, custom images, brand guidelines, our office decor etc) and working with such amazing people. It keeps me on my toes.
What part of your skillset has improved the most since you came to work for us?
Design-wise I would have to say my understanding of file set-ups for web and social media. Having studied mainly in a print-based environment it has been a rewarding challenge to extend my knowledge of graphics to the web. I always thought that I would be working on more print-based design work, however I now much prefer designing graphics for the web. I enjoy the flexibility of it.
If you weren’t a designer, what would you be doing instead? You follow the rally circuit at the weekends, so how about professional rally driver?
Having seen it up close, I don’t think I could handle being a driver, but I would love to try my hand at co-driving. Either that or I would love a job photographing or filming rally events.
Stretch time has become a daily fixture in Sydney and Auckland. What’s your favourite stretch time stretch?
I do lot of close work with my mouse, so the hand / wrist stretch is a good one for me.