MAPS Intelligence

Key Visual Studio

The campaign’s manifesto image, across all media.

Every campaign has its key visual: a claim, a direction, an accent color, and the image that holds them together. MAPS proposes them from the campaign and the brand, generates the visual with the Brand Kit’s references and logo, adapts it to seven formats — from the billboard to the story — and shows it in a real setting: the billboard on the street, the magazine page on the table.

The example is a menswear tailoring brand: name changed and logo blurred in the images. The images were generated for this page.

The starting point

Claim, direction,
accent.

Pick the campaign. Propose with MAPS writes the kicker, the claim, the supporting line and the visual direction — the scene, the framing, the light —, picks the accent from the Brand Kit colors and the approach: photographic, typographic or product. It reads the campaign — objective, KPIs, target —, the brand identity, its rules and the active reference style.

If the campaign comes from a Campaign Lab concept, the key visual starts from there: MAPS improves it, it doesn’t throw it away. The claim, which ends up printed on the image, is written in the market’s language. Every field is still yours to correct.

The Key Visual Studio: the active visual, kicker, claim, subline, visual direction, accent from the kit colors, approach, format, logo, the adaptations
The visual

Generated,
within the brand.

“Generate variant” creates the image from the visual direction, with the Brand Kit’s style references and colors; with “Mark” it actually composes the logo, or one of its variants. Landscape, square or portrait format.

Up to six variants per campaign, one active. “Vary” edits it in plain words — “warmer light”, “tighter framing” — and creates a new one. If you already have the visual, you upload it.

The campaign key visual: two men in a period salon, made-to-measure suits, natural light
The adaptations

Seven formats,
each in its own setting.

“Adapt” takes the visual into the media formats: large-format billboard, bus shelter, magazine page, shop window, website hero, social post, story. It’s not a crop: each format is recomposed, same subject and same colors, with the right balance for that ratio; on print formats the claim is set on the artwork.

Then, with “Stage”, each format is shown in its real context: the facade of a building, the bus shelter at night, the magazine on the table, the shop window, the website on a laptop, the post and the story in someone’s hand. That’s how you present it to the client — the way the audience will see it. Each format can be regenerated on its own, corrected in plain words, downloaded flat or staged. And each variant keeps its own adaptations: you try a new path without losing the previous one.

Large-format billboard, on the facade of a building downtown
Large-format billboard, on the facade of a building downtown
Bus shelter, at night, at the stop
Bus shelter, at night, at the stop
Magazine page, open on a marble table
Magazine page, open on a marble table
Shop window, on the street
Shop window, on the street
Website hero, on a laptop
Website hero, on a laptop
Social post, in the feed
Social post, in the feed
Story, in hand on the street
Story, in hand on the street
Put to the test

On-brand?
And for the people who see it?

The key visual goes through the same checks as the content in the Studios.

Brand consistency

The consistency lens judges the active variant — text and image — and the score stays with the variant.

Synthetic users

The project’s personas look at the image and react: what they like, what worries them, what they would change.

Cultural judge

How the claim lands, with the image, in the project’s country or in another one.

In Social Studio

The active visual becomes the style anchor for the campaign’s posts, and its accent the color of the text on the images.

One campaign, one image.
Every medium, its own format.