Marketing Call — 2026-01-28

Attendees: Diana Henry (Didion), Melissa Cusumano (Asymmetric), Michal Bielerzewski (Asymmetric)
Source: Fathom Recording

Overview

Marketing sync with Diana Henry covering four active workstreams: logo finalization and asset library export, golf sponsorship form blockers, an urgent Tortilla Industry Association print ad, and recruitment ad campaign status.

Key Decisions

• Tagline punctuation: "We feed and fuel the world" approved without a period — stylistic choice consistent with how taglines are typically treated in logo lockups.
• Logo formats: Asset library will include EPS and PNG only; SVG not required (PNG sufficient for web use).
• Golf page redesign scope: A single-page redesign may fall under the existing retainer; anything larger requires a separate proposal. Melissa to confirm with Mark.
• Tortilla Industry Association ad: Melissa offered to design the ad directly rather than Diana attempting to adapt the Illustrator file in Canva — faster and higher quality outcome. Diana to confirm whether to proceed this way.

Action Items

Melissa / Asymmetric

• [ ] Export logo asset library (EPS + PNG) in all color variations once Diana provides the list
• [ ] Follow up with Heshaq on golf form email notification issue (not triggering to Diana's inbox)
• [ ] Clarify with Heshaq what is needed to complete PayPal sandbox testing for the golf sponsorship form
• [ ] Confirm scope with Mark for the golf sponsorship landing page redesign
• [ ] Export all current recruitment ad visuals from Google and Meta for Diana to share with the recruitment team

Diana / Didion

• [ ] Send Melissa the full list of required logo color variations (e.g., blue, gold, white, black, reverse)
• [ ] Test-print a business card to confirm tagline legibility at 1.5" logo width and 6.66pt font
• [ ] Decide whether to have Melissa design the Tortilla Industry Association ad or proceed with the Canva approach
• [ ] Review exported recruitment ad visuals with the recruitment team; flag any photos to swap out

Topic Notes

Logo & Business Cards

Diana is redesigning business cards for 15–20 people and needed final logo assets before going to print.

• Tagline: "We feed and fuel the world" — period removed for cleaner, stylistic look. Melissa noted logos typically omit terminal punctuation.
• Font size: Tagline sits at 6.66pt within a 1.5"-wide logo. Melissa assessed it as readable at that size given the bold weight; Diana will confirm with a test print before the full run.
• QR code (vCard): Currently 1.0". Research suggests 0.75"–1.2" is acceptable; Diana may test a slightly smaller size to free up card real estate. No hard standard exists for vCard QR codes.
• Asset library: Melissa will produce a full export package. Diana to specify all required color variations. Formats: EPS (print) + PNG (web/digital). SVG not needed.

Note: The logo asset export is outside the current retainer scope but Melissa committed to completing it.

Golf Sponsorship Form

Target launch: Mid-February.

Diana consolidated all sponsorship tiers into a single Gravity Forms form (including golf ball toss as an option), eliminating the need for multiple forms/pages previously scoped in an earlier proposal.

Landing page redesign: Diana requested a visual refresh of the sponsorship page. Melissa will check with Mark on whether this fits within the retainer or needs a new proposal.

Tortilla Industry Association Ad

• Format: Full-page, 8.5" × 10.5", no bleed
• Deadline: Early the following week (effectively ~5 days from call date)
• Starting point: Existing Corn Masa sell sheet (Illustrator file, created by Michal)
• Challenge: Diana lacks Illustrator access/skills; her plan was to import the AI file into Canva, which would be slow and imprecise
• Proposed approach: Melissa offered to design the ad directly, given the turnaround time and the efficiency gap. Diana to confirm.
• Content direction discussed: Reduce "Corn Masa" headline dominance, consolidate product details, add a "Discover the Didion Difference" or "Partner with Didion" CTA with contact info

Bilingual consideration raised (Spanish) but not resolved — Diana to check publication audience.

Recruitment Ad Campaign

• LinkedIn campaign: Successfully filled high-level roles (including CEO-level). Those roles are now off the table; urgency has decreased.
• Current hiring focus: Frontline / hourly roles — better suited to Meta (Facebook) than LinkedIn.
• Ad creative age: ~6 months since last visual update. Employee photos in current ads are from the bioscience facility; may not resonate for frontline hiring.
• Next step: Melissa will export all current ad visuals from Google and Meta so Diana can review with the recruitment team and identify any photos to refresh.

No new photo shoot has occurred recently; current assets are the most up-to-date available.

Related

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