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3D packshot vs. photo shoot: when to render and when to shoot

Every product needs a hero image sooner or later, and the first question is whether to photograph it or render it. Neither is better by default. Each fits a different situation, and the right choice saves both money and time. Render in 3D when the product does not exist yet, for example before a launch. It is also the better choice when you need many variants with identical light and angle (flavou

Sławomir Zelazko

Brand Backup

From key visual to shelf: how one campaign idea scales across 20 formats

A campaign idea usually lives in a single key visual. The real work starts afterwards: the same idea has to survive on a shelf stopper, a wobbler, a floor display, a banner, a social story and an outdoor poster, each with different proportions, distances and rules. Build a system, not a set of copies. Decide what never changes (logo, product, claim, main colours) and what is allowed to flex (backg

Łukasz Szpakowicz

Brand Backup

Designing displays for non-standard locations: lessons from airports

A supermarket aisle is a known environment: standard shelf heights, familiar traffic, predictable rules. Airports, stations, gyms or shopping-centre islands are not. The same display that works in a store can fail there for reasons that have nothing to do with design. Start with the rules of the place. Public spaces have their own requirements for fire safety, materials, weight, stability and shar

Sławomir Zelazko

Brand Backup

Packaging prepress checklist: 10 DTP mistakes that cost you a reprint

A printed pack cannot be patched with an update. If something is wrong, the whole run is wrong. Most reprints come from the same short list of mistakes, and nearly all of them can be caught in ten minutes before the files leave the studio. 1. Wrong colour mode. Artwork left in RGB shifts when it is converted for print. Work in the colour space of the printer, and define brand colours as spot or CM

Łukasz Szpakowicz

Brand Backup

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