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Air's Creative Operations Glossary
Air's Creative Operations Glossary

Helpful terms to use regarding your content

Ariel Rubin avatar
Written by Ariel Rubin
Updated over a week ago

Air's Brand Glossary provides a thorough education on the different terms you should know about the content you store in Air, as well as some common creative operations terms. Here are some highlights:


A/B Testing

A method of comparing two versions (A and B) of a marketing element or campaign to determine which performs better in terms of engagement, conversions, or other desired outcomes. A/B testing helps optimize marketing efforts by identifying the most effective variations.

Access Level

The selected permissions provided to a user.

Air Flow

An extension app for Mac users Air that allows you to sync and access your creative assets on your desktop. Sometimes called Airflow or desktop app.


The Air term for "file" - any kind of document, image, audio, or video file used to promote and maintain a brand.



Air's version of a folder. A board provides you and your team with the ability to organize content visually. You can create an organizational structure with a board for each of your teams or group content thematically with product-specific boards. Unlike traditional folders, your images and videos can live in multiple boards without the need to duplicate assets or mess with permissions.


A unique identity, including a name, logo, design elements, and messaging, that distinguishes a product, service, or company from others in the market. Building a strong brand helps create recognition, trust, and loyalty among customers.

Brand Guidelines

A set of rules and standards that define how a brand should be visually and verbally presented. Brand guidelines ensure consistency in the use of logos, colors, typography, and other brand elements across various marketing materials and channels.

Brand Identity

The visual and verbal representation of a brand, including its logo, color palette, typography, tone of voice, and other design elements. It reflects the brand's personality and values, establishing a consistent and recognizable image in the market.


Call to Action (CTA)

A statement or element in a marketing message that prompts the audience to take a specific action, such as "Buy Now," "Sign Up," or "Learn More." CTAs are designed to encourage immediate response and guide the audience towards the desired conversion.


A coordinated series of marketing activities and messages aimed at achieving specific objectives within a defined timeframe. Campaigns often involve multiple channels and tactics, such as advertising, content creation, social media promotion, and events.

Cloud Collaboration

The method of uploading and sharing files to a centralized cloud platform where those assets can be accessed and used by others, regardless of physical location.


Feedback left on an asset or file by a user or visitor.


Any piece of information meant to be consumed by an audience.

Content Collection

A public URL used to receive content to an Air workspace from external partners. Often used to gather user-generated content.

Content Collection Form Field

Custom fields that can be added to a content collection form to gather data from user submissions.

Content Collaboration

The practice of accessing, sharing, and collaborating on visual and written content. In today’s businesses, this increasingly occurs on cloud platforms.

Content Marketing

A marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. Content marketing aims to provide value to the audience, build trust, and establish the brand as a knowledgeable and reliable resource.


A desired action that a brand wants its audience to take, such as making a purchase, filling out a form, subscribing to a newsletter, or downloading a resource. Conversion rate measures the percentage of visitors who complete the desired action.


A person who designs and produces creative assets.

Example: Graphic Designer, Photographer, Videographer

Creative Workflow

The sequence of processes and tasks required to take a creative asset from ideation to production to deployment. It encompasses brainstorming, planning, designing, reviewing, editing, and publishing stages, among others

Custom Fields

Custom fields are a tool for organizing your Air workspace around your specific workflows. An example of a fixed, or non-custom field would be size or date created. Users tend to create custom fields for asset rating, approval, and digital rights management.


Digital Assets

Assets that you create, store, and share online. These can include images, videos, documents, presentations, audio files, and more.

Digital Asset Management (DAM)

A system that organizes and stores digital assets in a central location, so they are easy to access, distribute, and share.


A top level comment and all of the top-level comment's associated replies


Email Digest

A handy compilation of all your notifications sent straight to your inbox up to 2 times per day.


The level of interaction and involvement that an audience has with a brand's content, campaigns, or marketing efforts. Engagement metrics can include likes, comments, shares, clicks, conversions, and other actions that indicate audience participation.



A user with limited access to a board or boards in your workspace


Influencer Marketing

A strategy that involves collaborating with influential individuals (often social media personalities or content creators) to promote a brand or its products. Influencers leverage their following and credibility to reach and influence their audience.



Air uses image recognition and AI to automatically assign keywords to your content. Similar to tags, these keywords aid in organization and searching for specific content.



A user with full access to your workspace's content


Notification (In-App)

A personalized update to a board you follow visible in Air's web app.

Notification feed

Your personal hub for all notifications accessible under the bell icon in your workspace.



A fictional representation of a target audience segment, based on research and data. Personas help marketers understand their audience's needs, motivations, behaviors, and preferences, enabling them to create more targeted and effective marketing strategies.


SEO (Search Engine Optimization)

The practice of optimizing a website, content, or online presence to improve its visibility and ranking in search engine results. SEO involves various techniques, such as keyword research, on-page optimization, link building, and technical optimizations.


The process of updating content between your Air workspace and your desktop or hard drive.



An Air feature that lets you assign keywords to your content. Tags are like characteristics for a person - you use them to describe what you see in your images and videos or any information your team might need, helping you stay organized.

Tag Manager

A centralized hub where you can access and manage all your tags.

Target Audience

The specific group of people or demographic that a brand aims to reach and engage with its marketing efforts. Identifying the target audience helps in tailoring messages, selecting appropriate channels, and developing effective marketing strategies.


Use case

A potential scenario where a product or feature could be used to solve a problem.

User-Generated Content (UGC)

Refers to any content (e.g., video, image, or social media post) that features a brand or product and was created by a customer or someone outside of the organization. UGC is often used as a powerful marketing tool, leveraging authentic user experiences and perspectives.



An Air feature that lets you stack new revisions on top of your original asset to help you and your collaborators track your progress. No more lost content, no more confusion around what's up to date, no more clutter.



Your visual headquarters on Air for all of your creative assets and workflows. It serves as a centralized hub where you can invite collaborators, organize assets with boards, share content, collaborate on projects, and manage your creative processes efficiently.

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