Type | Branding Role | Designer & Illustrator Year | 2020
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/609f97db-c5b1-465c-a445-966de25d4617_rw_3840.png?h=9e9316079e354fdcd71c9692a2724031)
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.
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/440ff920-7113-46bb-9eb1-5a7511ae3c59_rw_1200.png?h=abe1cfab8b56d8a0dbbc35df16e63cc0)
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/a05f0c61-79ba-49d9-9b41-349d1468ec04_rw_1920.png?h=f8918c432c90fdb199f63051cddbfaf2)
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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.
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/928d68cc-e1f1-4ca8-a116-49d77c9d3e81_rw_3840.png?h=413a00763cb7bbddfa740b9d5f8502fe)
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/82ff6784-3d49-4c21-afa6-9ebaae37da6d_rw_3840.png?h=f87b46a55caae274d926a4202496af42)
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/5fd9eb60-4b64-40f1-aa3e-a08154cf4126_rw_1920.png?h=bae1f69ec56609207aefcb9a27bf7800)
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/2a340fa2-edc7-40ea-9142-333caf977fab_rw_1920.png?h=6b5bca183a528a34cb323b6d12866c78)
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
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/b4eb65b1-a9db-4a9b-864f-9ab0c057160e_rw_1920.png?h=e6985f9fa6e37023cd4c9a8370cd2490)
![](https://cdn.myportfolio.com/ebdfa367-46ad-44af-9576-8ec70706dc81/ab5fc973-e7b6-4a93-903e-67b1ecc92d7e_rw_1920.png?h=6635afeccda1cc2c819c97f834472882)