A plain-language explanation
Key Visual is the main visual motif of a campaign or brand that combines a characteristic composition, colors, typography and way of presenting the message.
Where it helps in practice
A key visual organises campaign appearance across formats but is not one banner to be resized without thought.
The decision before implementation
Define fixed, flexible and prohibited elements and create layouts for small screens, video and print.
How to verify the result
Test recognition without the logo, text legibility, safe cropping and consistency across adaptations.
