For a copy director, being able to communicate in the language of design is essential essential. Great copy doesn’t stand alone; it works seamlessly with visuals to create a cohesive story that gives the user the best possible experience. That’s why knowing how to break down visual guidelines is a critical skill for any copy leader.
At Kaplan, I worked closely with our design team to ensure that each word aligned with our brand’s visual identity. We created a comprehensive guide that clearly explained specific guidelines for typography, imagery, and layout. This collaboration allowed writers to adapt their copy within the design framework, making sure our messages landed with consistency and impact across all channels. By bridging the gap between words and visuals, we built a brand experience that felt unified and engaging.
