Most campaigns don’t miss because of weak ideas or small budgets. They miss because people don’t see themselves in them.

Inclusivity isn’t a moral extra. It’s what decides whether your work feels welcoming or alienating.

Kim Darragon, marketing consultant and founder of Kim Does Marketing, helps small businesses and underrepresented founders build brands people trust.

Her approach rests on three principles: representation, clarity, and intention. Together, they turn good marketing into something people recognise themselves in… and remember.

When creating marketing content, it’s easy to focus on visuals, headlines, and offers, and miss something just as important: who’s represented.

Imagine you’re designing a social post for an upcoming campaign. At first glance, the visuals might look polished, but everyone featured looks the same. Check for representation early in your process, not at the final review.

Explore the Adobe Stock library within Adobe Express to source authentic images that reflect the full audience you want to reach. Search for visuals that show real diversity, in age, background, and experience and hit the heart icon to save them to your Favourites.

To try it now, start with a blank canvas or search for a template that fits your idea. Once you’ve decided, select it to enter the editor. Click the Media icon on the left panel of the Editor. From here, you can search photos and videos and start curating a folder of faces and figures that feel true to your brand and the people you serve. Use them in your next post or campaign design to make your marketing more inclusive and credible.

When Kim works with clients, she always asks one simple question: what’s the single thing you want to say?

When creating a social post for a new product, it’s easy to add too many elements — headlines, offers, graphics — until the main message gets lost.

The goal is to keep your design clean, clear, and instantly understandable. Using one of the hundreds of editable templates in Adobe Express can help you jump in and focus on what matters most. These templates give your content space to breathe so your message lands quickly and confidently.

Start with your one key message — the single thing you want people to remember. Then, open from the Adobe Express homepage and search for social media templates, find the one that suits your vision and then refine it until that message is unmistakable and impossible to ignore. Every adjustment sharpens clarity, amplifies meaning, and ensures your audience feels the impact at a glance.

If it doesn’t, it’s not simple enough. Keep stripping back copy, colours, and shapes until the design feels effortless.

When Kim briefs her clients on using AI tools, she reminds them that the clarity of the input shapes the brilliance of the output.

If you type a vague prompt like “French woman eating breakfast in Paris,” you may get a cliché: a fair-skinned woman in a beret, croissant in hand, by the Eiffel Tower. It looks familiar because it’s based on assumptions, not reality.

Instead, be intentional. Add detail: describe facial features, hair type, expression, environment, and style. The more context you give, the more authentic and inclusive your results will be.

Try it now:

In the Editor, select Add Content in the left panel and then select Generative AI. From this you can click Generate Image and choose your image size. Write a detailed prompt that describes who is in the image, where they are, and how it should feel. Compare it to a quick, vague prompt and notice how much more authentic your detailed version looks.