original tearsheet

Triplet: In creating a “triplet” campaign, there seems to be an underlying template, a compositional structure and elements such as color palette, style of images, work from the same photographer or illustrator, or font family. Each composition is identical to the others.

Cousin: A campaign where there is variations in the compositions, color palette and type of imagery, yet the campaign still holds together and manages to maintain a look & feel. The variation doesn't interfere with the unity of the entire campaign and the way it addresses the viewer.