This branding and digital media campaign was a semester-long project for the Digital Advertising Communication course (part of the Advertising and Graphic Design degree) at Grand Canyon University. My client for the campaign was Olympia Bean Crafters, a sustainable, artisanal roaster based in Olympia, WA.
Work on this project was based around mock "client" discussions with an assigned partner. In these discussions, my partner described a make-believe brand, its origins, and branding pain-points as a foundation for the assignment. From these, I worked in depth on a Creative Brief, some of which is displayed here in the Strategy Statement and project objectives.
After developing a brand assessment, I conferred with my "client" to develop a branding guide. This guide covered target audience, creative direction; and substantiated elements such as type, color, and logo.
A required element for deployment of this campaign was a new, branded website. I developed a single-page site for Olympia Bean Crafters, cross-linking other channels that would be launched later in the campaign.
As a portion of the advertising work within this campaign, I designed a banner ad that promotes a primary focus of the campaign: a single-origin coffee subscription. I designed this ad with several sponsored spaces in mind–from Washington State tourism sites to sustainable blogs. The ad is simple, leaning on easy access in its CTA.
To make the campaign fully relevant, social media channels were included in the strategic deployment. The target audience, mainly of the millennial age demographic, is well-suited to Facebook and Instagram. I focused my social media content development around these two apps, to concentrate and optimize brand presence. Content for posts included imagery, cross-linking, graphics, and human-interest.
To broaden the sales-funnel, several emails were designed. Pictured above is one e-blast that offers a promotional discount for the OBC single-origin subscription.
Other emails included a newsletter and two other promotional blasts.
Blogs offer a larger platform to develop the brand presence and persona. For this campaign, written and visual content for three blog-articles were compiled. The topics of these blogs included employee-insight, industry knowledge, and tourism-focused work highlighting the brand's hometown. Within each of these articles, Search Engine Optimization terms and phrases pertaining to the industry and the brand values were carefully planned and included.
For the campaign deployment, selection of channels and pre-planned posting/launching dates were determined. The planning of this calendar provides a helpful structure for the marketing team, and presents the client with a visual display of their campaign as a whole.
The work completed in this project contributed to my overall knowledge and application of advertising and graphic design skillsets gained in the A/GD degree program at GCU. Additionally, it provided real-world experience on the exchange between a client and designer.
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