Artwork & Adaptation

Adaptive art is where an originating creative design or idea is taken and adapted for a marketing campaign including extensions to other media. Many Wellcom clients have advertising agencies to create their big ideas. Clients bring the ‘big idea’ to Wellcom either through a Wellcom client-based hub or through a Wellcom central hub for all adaptations. Wellcom is the master of adaptive versioning. Wellcom can take the message and progress it into a print or press campaign, point-of-sale, catalogue treatments or even adapt it for online executions. This offers Wellcom clients a more cost effective alternative, a solution that is directly managed by the client (in their office) and in turn, greater flexibility and speed to market. The reason for this is simple – lower cost and speed to market. One brief in – many outcomes out. Wellcom can even manage the print and logistics along the way.

This is a very important and very serious issue for clients. Clients hold thousands of photographic assets, some may have been used in print and are generally in high resolution and possibly CMYK. This means they are unsuitable for online use. The problem is that there could be hundreds or even thousands of images all requiring conversion and re-sizing for website uploads. That would represent weeks or months of conversion time just to get these online-capable. Using the Wellcom Knowledgwell Image Library these can be sorted and converted ‘on the fly’ for a client’s website and even linked to a client’s warehouse inventory. The time, money and effort saved for any client means that the choice is an obvious one.