Campaign Architecture
Expression and Activation. Visual direction, iconic image, channel plan, timeline.
Scoped · Timed · Priced before it begins
What it is
Campaign Architecture assumes the strategic spine already holds. What it builds on top is the visual and operational system: how the campaign looks, what it anchors on, where it runs, and when. The result is a delivery-ready architecture, handed to your production team as a brief.
Best suited for
Organisations with locked strategy, either InStone's Campaign Foundations or equivalent internal work, who need the visual and activation architecture built by a specialist before production begins.
Process
How the engagement runs, step by step.
4 to 6 weeks. Gated. Each step signs off before the next begins.
- 01
Phase III · Expression
Visual direction developed and one iconic image defined as the campaign's anchor visual.
- 02
Phase IV · Activation
Channel strategy mapped against audience and funnel. Timeline built with momentum points and gates.
- 03
Production brief
All four outputs consolidated into a single brief your production team can execute against without reinterpretation.
- 04
Handover
A working session with your delivery team to walk through the architecture and answer implementation questions.
What you get
Signed artefacts, handed over at the end.
- 01Visual Direction Overview
- 02Iconic Image concept
- 03Channel Strategy Summary
- 04Campaign Timeline Overview
Frameworks applied
The InStone toolkit running under the engagement.
We publish the framework names. The internal mechanics stay with us. That is what you are commissioning.
01
Visual Direction Framework
02
Iconic Image Development
03
Channel Strategy Framework
04
Timeline and Sequencing Framework
Pricing
From £22,000
Locked in writing before the engagement begins. No uplifts mid-engagement without explicit scope change.
What drives the price
- Standard scope (Phases III + IV as defined)
- Multi-channel complexity (additional fee per major channel)
- International activation (additional fee per market)
- Iconic image concept iterations beyond three rounds (additional fee per round)
Common questions
Yes, if you have equivalent strategic groundwork in place. We audit your existing foundation in the intake. If it holds, we start from there. If it does not, we recommend a Foundations first rather than building on weak ground.
No. The output is direction, concept, and architecture, not finished design. The production brief that results is what your design team executes against.
One working session per phase, plus the final handover. Between sessions we work independently. We do not run the campaign in committee.
The concept is the point of Phase III. If it does not land, we iterate. Up to three concept rounds within Phase III. Further iteration is scoped per round.
Your audience, your budget envelope if known, and the activation timeline. Not generic best-practice; specific to your campaign and the behavioural change you are targeting.
Start with a brief
Send a written brief.
Tell us about the situation, the audience, and what part isn’t working. We respond in writing within two working days with a fit confirmation, a locked price, and a timeline. The call comes after. To sign, not to discover.
Related engagements
Often commissioned alongside Campaign Architecture.
Campaign Foundations
Direction and Meaning locked. Your team can build everything else from here.
The Full Strategy
An end-to-end strategic brief. Direction, Meaning, Expression, Activation. Ready to commission into delivery.