Make it stand out
Branding & Promotion
Multi Channel Marketing Campaign-Fare Fresh Farms
Fresh Fare Farms is a meal kit delivery service containing ingredients that are sourced for sustainable farms and local to the customer. The brand donates food to community centers and has an overall focus on giving back to the community and being conscious of the environment. Their target audience is busy young professionals and families with similar values to the brand.
I was tasked with creating a multi-channel marketing campaign that consisted of three different advertisements: A full-page magazine ad, a social media carousel, and a website banner ad. I was provided with a brand style guide to work from which helped me to create a campaign that is consistent, recognizable and on brand.
Magazine Advertisement- Fresh Fare Farms
This design called for the use of several images and a large amount of text. I was careful to balance these elements and use adequate whitespace to ensure the design didn’t become too busy. Creating a visual hierarchy was a very important part of making this design successful. The eye is guided through the design, naturally looking at the most important elements first. I included a subtle seed pattern in the background which is a calling card of this campaign as it is seen in all three designs. Image selection was an important part of this design. I used the image of vegetables to immediately communicate the idea of freshness to the audience. I also wanted to show food bringing people and families together with my images.
Digital Banner Advertisement
This small advertisement was created to be displayed on a website. There was limited space to work with, so efficiency was key when creating this design. It needed to be concise, but also recognizable as part of the Fare Fresh Farms brand. I again used the seed pattern in this design and emphasized the message and button. The button includes an animation to help attract the eye of the target audience and encourage them to click.
Social Media Carousel-Fresh Fare Farms
This advertisement was created to be displayed on social media. When presented to the viewer, the advertisement cycles through these three slides. I had a lot of space to work with for this project, so I went with an image heavy design and large text to display the messaging. This design stays consistent with the other elements of the campaign and works well within the context of social media with its image heavy design. The images selected for each slide pair well with the messaging as they communicate the freshness of the ingredients, an emphasis on locally sourced products, and the brands' mission to give back to the community.
Poster-The Global Clean Water Initiative
This artifact is a poster for the Global Clean Water Initiative. The goal of this poster is to encourage the viewer to volunteer with the group. The intended audience is young professionals and students who care for the environment and value giving back to their community. I chose an image of a natural water source to motivate the audience to volunteer and preserve clean water.
The overall concept of this design is to inspire. The bold call-to-action message at the top speaks directly to the viewer and catches the eye. The image I selected gives the viewer context while providing visual interest. The color selections are inspired by the image itself with blue being chosen as the background to represent water. The use of a visual hierarchy has also been carefully crafted to ensure the most important information draws the eye first and intrigues the viewer to continue reading.