Graphics are just one of the individual (media components) brand assets that are involved in a marketing event, for example, a product launch. Together with all or some of the other individual asset types (text, images, sound and video), they are combined (read designed) to make up the total brand message.

This message will appear in a number of print forms:

• high quality point of sale
• product magazines
• mass media
• on the web
• in electronic presentations
• on bill boards
• on television

Bridgehead - as the brand management service provider - would, in the case of the graphic (of say, a logo) ensure that the creative building and the ensuing file conversion and optimisation met the dual requirements of brand integrity and media compatibility for all media types.

Failure to do so will mean massive costs for repeat photography / rework not to mention risk to often tight schedules.