Roca
Brand zone design guide — from island formats to hypermarkets
In advertising, digital, and promo, a brand most often exists not as a full identity system, but through individual visual messages: banners, posts, covers, special projects.
A key visual becomes the unifying idea that brings communication together into a cohesive and recognizable image — allowing the brand to be instantly identifiable in any format or channel.
Why does a brand need a key visual?
A key visual defines the visual code of a campaign, launch, or brand during a specific period.
It helps capture attention quickly, strengthen the emotional message, and make communication recognizable even without text.
Through it, the brand speaks vividly and consistently, adapting seamlessly across formats — from outdoor advertising to digital and social media.
How we work
From idea to a key visual that performs across channels
- Immerse in the brief and context — studying the brand, communication goals, audience, and media channels.
- Shape the visual idea — identifying an image, metaphor, or creative device that conveys the core message.
- Develop the key visual — creating the central visual concept with scalability and adaptations in mind.
- Adapt for different formats — demonstrating how the key visual works in advertising, digital, social media, and promo.
- Deliver for implementation — preparing assets and guidelines for consistent future use.
Cases
Pernod Ricard. Your summer mix
Key visual and promotional program for a summer cocktail series.
Ballantine’s True Music
Bar with the atmosphere of true music
Ballantine’s Work&Rock
Key visual and promo campaign about the duality of life
Get to know us!
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Discuss your project
