01.
OBJECTIVE VELUX America, a subsidiary of VELUX, the world's leader in daylighting from above, tasked the 2018 FORM intern team at Wray Ward with creating a marketing campaign and creative plan for one of their newer products that had not yet received much attention. Our team of seven interns from varying disciplines were presented the VELUX Sun Tunnel Skylight, a tubular daylighting solution. Our team was given a budget, necessary resources, and wonderful mentors to guide us through building out an entire marketing campaign and creative plan.
02.
APPROACH Our talented team of interns quickly divided up the work based on our discipline. As the graphic design intern, I quickly fell into the roles of the art director and graphic designer. Our team worked diligently for seven weeks on this project. We had many meetings with each other, with mentors, creative directors, and account leads at Wray Ward, and with the client to assure that we were always making progress. In the first few days, we developed three solid directions that this campaign could have went and presented them to the client. After he selected the direction he thought would be most successful and in-line with the VELUX's image, we all got to work.
03.
THE FINISHED PRODUCT Above you can see the full marketing campaign and creative plan that our team developed during our time at Wray Ward. At the end of the project, we presented this campaign to Chan Hoyle, Marketing and Communications Manager of VELUX America, as well as several other members of the VELUX America team. For this campaign, the roles that I took on were that of an art director and graphic designer. With that being said, I was responsible for creating the mark for our campaign, a mood board, print ads, and social media posts. You can read more about my individual contributions below.
04.
ART DIRECTION Something that I was very excited about with this position was that I would get to further explore being in an art directing position on the FORM intern team in addition to exercising my graphic design skills. I immediately had a vision for the Live Lighter campaign once we decided on the message that we were trying to convey. The concept was all about living lighter, so it made sense to employ large amounts of whitespace and light, airy colors. One of the overarching principles that also came to mind was to use circles as a building block in our creative plan as a reference to the circular shape of the VELUX Sun Tunnel Skylight product. Above you can see the mark that I created for our Live Lighter campaign, as well as a mood board I created for our team to reference throughout the project as a style guide.
05.
PRINT ADS Designing print ads for a real marketing campaign was a great learning experience. I was able to learn about all of the details that go into creating ads for magazines and also gained insight into what it's like to work with a copywriter. From left to right in the images above you can see a single page ad, a similar one and one third page ad, and an advertorial ad. Each of these ads serves its own unique purpose and would be placed in the most effective location. Note the use of delicate typesetting, ample whitespace, and the use of the circular motif.
06.
SOCIAL MEDIA One of the last deliverables that I was responsible for was creating some of our social media ads for the Live Lighter campaign. In the images above, you can see two instagram posts on a carousel ad to the left and two promoted pins to the right. You can see how the circular motif is utilized in these formats as to create a sense of unity. I also made sure to keep the ads feeling light and airy while still creating visuals that would pop out on someone's feed and make them want to click to learn more.
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Team Members: Jason Colliton, Madison Sowards, Jessica Rapfogel, Salomon Onyegbulem, Hanh Nguyen, Annie Mohr
