Violating the Visual Vocabulary.

One of the reasons that so much marketing material looks the same is that we expect that it should. A bank brochure or a college viewbook or an annual report has a certain visual “vocabulary” that we’re all used to, and projects tend to be designed toward that vocabulary. That opens a door for any company willing to break those unwritten visual rules and have their material designed with the brand, the audience and the sales goal in mind. The field is yours for the taking.