This is Project is one in a series of projects created while enrolled in the CUNY (City University of New York) BFA in Communication Design program. The goal of this class was to hone our design thinking and get us to create campaigns that tested our capabilities in-copy writing, and designing with type.
Problem
A small bean to bar chocolate manufacturer is in need of branding, packaging and a full marketing campaign that captures the attention of a younger market.
Background
I took on the marketing portion of this project where I created advertising which gave voice to our upscale chocolate brand. This brand’s target audience was middle class young adults who were making a salary of $50,000 per year or more.
Process
I started my portion of this project by gathering inspiration. Upon finding this image of a statue of a greek god sitting in a park I was immediately struck with several ideas. Primary among them was to juxtapose the history and mythology against everyday situations.
The sketching process is all about generating ideas. After I realized that I would be using photography, I quickly switched away from sketching theoretical layouts to sourcing photos so that I may better know what I would be working with.
After sourcing the photos I wrote headlines that told stories relevant to potential consumers. Thinking about where these ads might be seen, and our core audience I tried to use humor to appeal to everyone.
Tools Used
Adobe Photoshop - Used for editing photos and mockups.
Adobe inDesign - Used for laying out ads.
Print Ads
Social Ads
The social ads were meant to peak interest pique interest in the home feed on Instagram. The minimalist backgrounds are meant to stand out against the noise of the surrounding images.
(The four images above represent one carousel style advertisement on instagram)
Mock-ups
