In the case of the Hewlett Foundation, I view content creation as secondary to a pair of critical priorities...
1) Staying true to the existing brand guidelines. The Foundation is a large organization running multiple programs simultaneously. Despite that, everything has to remain cohesive and aligned with the institution driving it all forward.
2) Clarity of communication. We're lucky to welcome hundreds of event attendees from countries and institutions across the globe. At the end of the day, the rubber has to meet the road somewhere, and if the information being presented isn't crystal clear, that's a problem. So, it's a good time to break out your case studies on visual hierarchy and color theory to make sure everybody is picking up what you're laying down. And picking it up quickly.
The creative work matters, absolutely—but it only works if it serves these two non-negotiables first.
