“Why digital designers rule. Meet Mark.”

He’s as creative as they come and has a passion for design that differentiates the top talent from all the rest. Brand & Pepper’s Lead Graphic Designer enrolled for the Professional Diploma in Digital Marketing course because he understood that digital marketing skills will elevate his design game. Meet Mark.

Why did you enrol for the Professional Diploma in Digital Marketing?

As a designer, my role is to tell stories through visuals yet also to create design work that sells. As my career path matured, I started to understand that yes it is important to create compelling visuals, but more than anything, to constantly ask if my work is reaching the client’s expectations. In other words – Is the advert created for that sports brand selling enough sneakers? How about that book fair event, is it getting the desired sign ups? Or is the target audience scrolling through the ad just like any other ad? This is where I gained a ton of interest and curiosity at HOW design works and not just how beautiful it looks and this is why I decided to expand my knowledge in digital marketing.

Why do designers need digital marketing skills?

Digital marketing is key to striking a perfect balance between beautiful aesthetics, and design that works. It has become a critical way of thinking. Top brands are interested in the passion you have towards your work but also your business mindset so we need to remember that as designers, quality is a top priority, don’t sacrifice it for anything, however, we must keep in mind that your client is trusting you with their money. Therefore aim to understand your client’s goals and use the skills learnt from digital marketing to work your magic to create compelling design.

What are the strengths of digital marketing?

Back in the day, when advertising was heavy on print, TV and radio it was extremely difficult to track the performance of an advert. Nowadays we are spoilt with endless data, apps and different ways to track, measure and forecast how an advert should and should not work. We have the luxury to A/B test different visuals on different platforms at a much lower cost than traditional advertising (if done smartly). Understanding the fundamentals of digital marketing changed my perspective of how I approach a design deliverable, and furthermore, it opens up room for more curiosity, more creativity and develops an improved way of delivering work.

What was your favourite part of your study experience?

I loved how my educator used local examples throughout the whole course so that we could relate and have a laugh at the same time – he made learning engaging and fun. I will never forget his deep passion for email marketing. Also, he included collaborative work throughout the course to empower us to put our new skills to the test and work in a group setting.

What’s next for you?

At the moment I’m Lead Designer at Brand and Pepper and I’m working on some very interesting big projects – the prospects here are promising. I am enjoying the journey and that’s what matters most because I believe that as long as I’m providing value and quality for my clients and colleagues I know that the relationship can only get stronger. An old friend once told me to “keep following your North Star” – it doesn’t matter if it’s a straight line or not (most of the time it’s not a straight line), just keep heading towards that North Star. I feel I’m heading towards it, and I’m enjoying it.

As a 21st-century digital designer Mark will continue to combine his passion for beautiful and impactful design with the digital marketing skills that give businesses the greatest return on their investments. We are sure that we will be celebrating more powerful campaigns as he continues to advance.