Finding out your marketing materials are not reaching the right audience is never an easy pill to swallow.Spending time and resources on projects that aren't producing will keep any marketing professional awake at night. Being able to take a step back to relearn your target audience and develop new, bold materials is a Creative Director/Designers dream.
Role
Creative Direction/ Initial Design Concept
Deliverables
Visual identity system, OOH advertising, digital display, email, social, website, sell sheets
Working in a company that had been around for 60+ years, you learn that your target audience will change right before your eyes. We started by creating and developing new personas to find out where we needed to land our materials. Once that was settled, it became apparent that we needed to shake up our existing messaging and graphics.
We started with a new marketing campaign: Find Your YES! In talks with ownership, they knew we needed to shake up the existing "grey and green" look we had for almost 10 years.
I searched around and found a color palette and a nice supporting font to Gotham called Shelby that gave the materials a playfulness. I then put together book of imagery and presented it to ownership. They landed on a few they liked and a new campaign was born.
