When working on advertising campaigns or even within design for a business or company you have to create a sense of consistency but without having everything look exactly the same.
Starbucks is a great example of a company that does this well. In these two images you can see how Starbucks keeps all their design very consistent. From the bags to the cups and then the website it all has the same feel to it. It is clean and simple and everyone can tell very quickly that it is Starbucks.This sense of consistency carries over into designing for advertising as well. In a series of advertisements you want them all to have the same feel but not necessarily exact replicas of each other. I have included images of two different ad campaigns that I think do a great job creating consistency between the ads but also keeping them the same.