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## Meet the artist behind the [Amazon campaign](https://www.rhapsodymedia.com/our-work/amazon) artwork – interviewing designer and illustrator Dan Matutina

**How did you get into creative illustration?**
_Dan Matutina:_ I always enjoyed drawing when I was a kid. I would draw cartoon and comic book characters in my books and notebooks. So the interest has always been there.

**How can illustration benefit the brands a creative agency works with?**
_Dan Matutina:_ Different illustration styles can add a different dimension to any campaign or brand. Illustrations also evoke a different response from the audience. 

![The power of creative illustration_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/909465a2a1d805b4dbefb0936f1fff75.png)

**Working with Rhapsody, you recently created visuals for an Amazon campaign to attract new talent to its Operations teams across several markets. What appealed to you about this project?**
_Dan Matutina:_ The project interested me because there were challenging concepts that needed to be communicated in the campaign. It was fun to find a solution for these challenges.

**What did you find most challenging about the Amazon project?**
_Dan Matutina:_ The seamless integration of people and the imagery and iconography that reflected their jobs/tasks.

**What’s the best part about being an illustrator?**
_Dan Matutina:_ Being able to work with different brands and agencies while using your own illustration style. 

**As an illustrator, do you like to take part in the initial design process for a campaign?**
_Dan Matutina:_ Yes. It’s always nice to see the background of any creative work. It can be helpful when I conceptualise the illustration needed for the project.

![The power of creative illustration_ Image-2.png](https://rhapsody.ams3.digitaloceanspaces.com/2ed8a3c37f949c1535ff2ba14d01ae36.png)

**How would you define your distinctive visual style?** 
_Dan Matutina:_ Angular, graphic shapes layered with textures.

**What inspires you with your work?**
_Dan Matutina:_ There’s always an opportunity to find ideas in everyday life: from the coffee shop where I buy my morning coffee, from the buildings and structures near where I live, from conversations with other friends and colleagues, from food, films, books and video games. You can find inspiration everywhere: I try to capture and incorporate this inspiration when I do illustration work.

**How can illustration help innovative businesses?**
_Dan Matutina:_ By telling their stories in a more creative way. The good thing about illustration is the fact that it can communicate complicated concepts effectively.

**What advice would you give for someone wanting to become an illustrator?**
_Dan Matutina:_ If you’re a young illustrator it’s best to expose yourself to different styles and techniques. By doing this, you’ll be able to pick up things you like from these different styles and apply it to your own. 

![The power of creative illustration_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/826ec7d981ea2e2d107ce8037fa06c3c.png)

## A few words from Jamie Rankin, Group Creative Director at Rhapsody

**How can creative illustration be used in a modern, creative digital agency?**
_Jamie Rankin:_ As an agency, illustration gives you the opportunity to rip up the rulebook, dismiss what we know in the real world and approach a brief with a ‘what if…’ attitude. No restriction, no obstacles just harnessing your imagination and selecting a hot artist that suits your client’s needs.

**Can illustration become a key visual for the entire campaign?**
_Jamie Rankin:_ Absolutely, it becomes part of the visual language for any campaign. For a brand, it has the power to raise awareness, fuels recognition and instils familiarity.

**How can creative illustration be used in other types of contemporary media production?**
_Jamie Rankin:_ As an aesthetic element, it can be used anywhere – it is not shackled to any one channel. Any consumer touchpoint can be adorned with a piece of recognisable artwork to make that brand connection. In addition, the curation of so many talented artists and illustrators through agencies like Agent Pekka, makes illustration a much more accessible and attainable asset to use in your marketing comms.

**Would you like to know more about our services and illustration?**
[Schedule a meeting ](https://www.rhapsodymedia.com/contact-us)to find out how to fuel your growth.

The power of creative illustration

## The Evolution of Branded Content

**Content marketing stands as a potent weapon in a brand's toolkit. But the challenge lies in preserving the quality and trust akin to print publications while crafting an engaging digital journey. Keep reading to learn how your business can harness the power of digital experiences.**

It's an open secret that content serves as a formidable marketing tool. Whether your audience can be found scrolling through TikTok, catching TV ads, or flipping through a magazine during their daily commute, offering them captivating content can seize their attention, fuel their creativity, and solidify their connection with your brand.

Effective content marketing is all-encompassing and extends across various channels, such as print media, online platforms, social media, video-on-demand, and outdoor advertising. Regardless of the medium, the fundamentals of creating remarkable content remain unchanged: it must be accessible, engaging, informative, and factually accurate.

Traditionally, print publications have offered an ideal canvas for branded content. Yet, as companies adapt to an increasingly time-strapped audience and recognize the need for agility, the constraints of print publishing have triggered a revolution in digital content.

Going digital not only empowers your audience to control when, where, and how they access your content, but it also enables the integration of interactive features, audio, and video, enhancing your brand's impact. Digital publications unlock the doors to your team's creativity and ensure every click leaves an impression.

## Crafting an Immersive Digital Journey

Merging the realms of print and digital into a seamless experience is an art. While the content may appear similar on the surface, simply converting a print publication into a PDF won't set you apart. A truly immersive digital experience leverages innovative design and interactive elements to take readers on a captivating journey that keeps them coming back for more.

You don't need to assemble a team of developers or become an HTML expert to make the transition. Nowadays, most tools and publishing platforms, such as [Ceros](https://www.ceros.com/), utilise no-code design, making them user-friendly, cost-effective, and adaptable. Companies that invest in digital experiences enjoy the best of both worlds: the aesthetics, quality, and authority of a print magazine, coupled with the engagement and data that digital marketing brings.

## Bringing a Brand's Narrative to Life
Let's take the [Lidl GB magazine](https://www.rhapsodymedia.com/our-work/lidl-gb) as a prime example. The European retail giant produces a seasonal print publication eagerly consumed by its customers, serving up inspiration, announcing new product launches, and sharing the company's sustainability initiatives. 

Conveying these messages through content transforms the supermarket into more than just the most convenient or budget-friendly choice; it breathes life into its personality.
Digitising this print publication takes storytelling to new heights. The design experts at Rhapsody maintain everything Lidl customers adore about the print magazine while incorporating animation, video, and high-quality imagery to boost engagement and nurture brand loyalty among a new, digitally inclined audience.

## Introducing Dynamic Personalization
As Ferris Bueller famously said, "life moves pretty fast," but luckily, digital experiences keep pace. Print deadlines are notoriously rigid, and content needs to be locked in well ahead of publication. Last-minute alterations are feasible but can lead to headaches for all involved. Transitioning to a digital experience format banishes those sleepless nights. Teams can implement changes almost instantly, adjusting prices, introducing promotions, and adding special offers even after publication.

Digital experiences are also tailor-made for personalization. Addressing each customer individually and delivering relevant content elevates their experience, nurtures trust, and generates considerably stronger commercial outcomes compared to a generic one-size-fits-all approach.

By adopting digital technology, Lidl GB can now implement personalization in its publications, including geo-targeted content tailored for each of the three markets where it's distributed (England, Scotland, and Wales).

## Removing Barriers
Ultimately, it's about simplifying life without compromising on quality. Shifting from print publications to digital experiences removes friction for customers, enabling them to access content on their own terms.

With your content accessible on various devices and browsers, customers can catch up on your latest updates during their daily commute, reference a recipe while perusing supermarket aisles, or seamlessly navigate to your website to add a new product to their online shopping cart. No need for dual devices or printing notes; everything from additional articles and images to customer reviews and product listings can be linked and accessed with a simple click.

**Are you ready to unlock the potential of digital experiences for your business? [Contact Rhapsody](https://www.rhapsodymedia.com/contact-us) today to discover how we can transform your print publication into a captivating online journey.**
