We’re an incredibly small team so wear many hats. I have rudimentary graphic design skills and a marketing qualification based solely on the fact that I am the end user of sample libraries and therefore know what is likely to tickle my fancy. For me a successful campaign is when we have generated an appropriate level of interest and excitement in something that we have made. Not by hyping (although, guilty as charged). Or indeed stating things that are not true, or yeah yeahs as they’re called I believe. So “a drum library that will change the world and change the way you have sex with your partner” is a good example of click-baity hyperbole.
The second, more important, and dare I say it more difficult thing to achieve is a good understanding of the offering. What is it, who is it for, what is it for, how does it work. This I have found is not simply something that can be stated in a paragraph of text. Nor just a video or audio demo. There should be an almost instant relationship between the audience and the product which is by and large created by the name, the imagery and aesthetic of the design assets.
These design assets populate the web, from the site, to social media, to adverts and banners, magazine ads and 3rd party content creators. The control we have of its distribution is largely algorithmic and how it is consumed highly varied.
So for the last few releases we have made we decided to create a “campaign book”. Instead of endless rolls of different scaled social assets, or a splurge of cryptically filed jpgs on a cloud server, we thought we’d create a book that charts our creative process, but also acts as a kind of menu from which to extract assets for use across all media. Whether that be 3rd party creators, people within Crow Hill. But also as a keepsake for the artist and people who have bought the library. So that the thinking behind this project can be better understood and in future, reflected upon. By creating something that actually reads we feel a more cohesive narrative is implied and by the very nature of creating a book, is actually strived for.
But most of all, the fun bit of creativity is not JUST the end product. But the process itself and the journey we went on collaboratively. So these books also act as a vault of memories of the time we spent making the thing”. Download the .pdf HERE.
Christian Henson 2025