Type | Branding Role | Designer & Illustrator Year | 2020
This concept was curated for the Dow Gardens in Midland, Michigan. My challenge for this project was to create and design a campaign that would reflect the organization's core values and goals with the task of creating specific deliverables along with a brand book for the campaign. Basing my concept on their current assets, I expanded their brand identity with lighthearted, endearing design language, colors, and deliverables with a new mascot for attractive results.
Designing a lively and entertaining campaign with a mission to generate curiosity and make discoveries, this project was completed with fascination and amusement throughout my process.
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The challenge I had to overcome for this project was to successfully communicate my campaign's mission to my target audience. With the mission being "to improve on a sustainable future and the social, economic, and environmental well-being for the next generation through methods that diverge outside the ordinary classroom", my target audience for this campaign was families w/ young children. Keeping a playful theme, a mascot was created, Robin, that matched the charm of the overall brand. Deciding to revolve the campaign around this curious character, I was able to further emphasize the message of the campaign and create an attractive campaign.
The campaign deliverables created include a streetscape poster, streetlight banners, social media posts, a color-it-yourself postcard, and interactive scavenger hunts to be completed on-site. Along with these designs, I also was tasked with creating a campaign brand book and presentation for the organization's use in reminding how the campaign works and its overall mission.
link to campaign PPT presentation