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As a business evolves, so do the formats its marketing needs to work in. A brochure built for A4 may need to work as a DL. A campaign designed for print may need to translate into digital. An advert created for one publication may need to adapt for several more.
Format adaptations handle those changes properly. Rather than scaling blindly, each adaptation is approached as a design exercise in its own right — ensuring the content, hierarchy and visual impact translate effectively into every new format, without losing what made the original work.
Format adaptations are the process of taking an existing piece of design and reformatting it to work correctly in a different medium, size or application. This might involve converting a printed brochure into a digital PDF, adapting a landscape layout to portrait, or resizing a campaign visual for a new advertising format — each adaptation treated as a design exercise to ensure the result works well in its new context.
You need this when your print and direct mail programme has grown but there’s no overall strategy governing it, when different materials are produced for different reasons without a clear link to marketing objectives, or when you’re spending significantly on print and want to ensure that investment is being directed as effectively as possible. Strategy work brings commercial logic to a channel that is too often managed by habit.
This service includes a discovery process to understand your business objectives and current print activity, followed by the development of a print and direct mail strategy covering channel role, format recommendations, budget framework and measurement approach. Delivered as a strategy document with an implementation roadmap.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The process of taking an approved design and reformatting it to work in a different size, orientation or media format — such as adapting a landscape brochure to portrait, a printed report to a digital PDF, or a large-format display to a smaller promotional item.
When an existing design needs to be applied to a new format that wasn’t included in the original brief — most commonly when a campaign extends into new channels, when additional collateral formats are added to a programme, or when a design is repurposed for a different media type.
Not always. Significant format changes require design adjustments to maintain visual hierarchy and readability. Adapting a landscape A4 design to portrait A5 often requires rearranging elements, resizing typography and reconsidering the hierarchy — not just scaling the original.
Typography (which must remain legible at the new size), image cropping (particularly if the aspect ratio changes), the hierarchy of visual elements and any text-heavy sections that may need condensing or restructuring for the new format.
Yes, but a print-to-digital adaptation requires colour mode conversion (CMYK to RGB), resolution adjustment and sometimes interactive element addition. The reverse — digital to print — requires sourcing or resupplying all imagery at print resolution.
By providing the approved source file, specifying the exact dimensions and technical requirements of the new format, and identifying any elements that should be changed, added or removed in the adapted version.
One to three working days for a straightforward adaptation to one or two new formats. More complex adaptations requiring significant design restructuring may take three to five days.
Yes, if the source design is well-structured and the adaptation is executed by the same designer or team with access to the original files. Adaptations produced without the source files or by a different designer risk inconsistency.
Yes. Even a straightforward adaptation can introduce unintended changes. The same sign-off process that applies to original designs — with proof review before production or publication — should apply to all adapted versions.
Through a design asset register that records all format variants, their specifications, their approval status and their associated source files — so any variant can be located, updated or reprinted without confusion about which version is current.