Animalink Campaign
BRIEF
Design and present 3 persuasive campaign images to be used on Billboards for Animalink, an animal integrated counselling service. The campaign images must provide a compelling and cohesive message that appeals to the broader audience.
DESIGN SOLUTION
A playful, bold and memorable design solution. The design appeals to the target audience through carefully selected colours, dog’s imagery and appropriate design principles.
TOOLS & SOFTWARE
Photoshop
Autodesk Sketchbook
Analogue Sketches
BACKGROUND
The purpose of this project was to understand the Animalink brand, their services and users to design a persuasive campaign imageries.
RESEARCH
Secondary research was undertaken for this project. This included Animalink research, industry and user research. Style research was also deployed to provide inspiration for the aesthetics and style of the images. Design principles and rhetorical approach was researched to select appropriate choices for the final design.
PROBLEMS & OPPORTUNITIES
From the research numerous opportunities were identified. These include dogs images, playful and flat design and love-based rhetorical approach which is commonly used in similar campaigns.
DESIGN SOLUTION
A playful, bold and memorable persuasive campaign imageries. The design appeals to the target audience through carefully selected colours, dog’s imagery and appropriate design principles.
DESIGN SOLUTION
MEMORABLE AND BOLD CAMPAIGN
ABOUT THE DESIGN
DESIGN STYLE & VISION
The design style is bold, playful and clean. The design vision is to deliver a strong, bold and memorable message to the target audience about animal integrated counselling services through simple and playful graphics.
DESIGN PRINCIPLES
The chosen design principles include colour psychology; green (health), orange (encouragement & happiness) and blue (reliability). Rule of space, rule of thirds, flat design, minimalism, figure/ground and closure were also applied in the campaign imageries.
RHETORICAL APPROACH
The rhetorical approach applied on the design is love-based. The target audience share love and affinity for animals, specially dogs. This can be appealed to and engaged with dogs’ imagery that reflects their playful and loving personality.
DESIGN PROCESS
INDUSTRY RESEARCH
Design Style
Minimalism
Metaphor
Flat Design
Compositional Rules
Rule Of Thirds
Rule Of Space
Symmetry
Key Words
Flat
Playful
Bold
Space
Basic Shapes
Succint
DESIGN PROCESS
STYLE RESEARCH
Design Style
Minimalism
Flat Design
Compositional Rules
Rule Of Thirds
Rule Of Space
Key Words
Basic Shapes
Flat
Memorable
Space
Contrast
Clean
Playful
Succint
Bold
FINAL DESIGN
CONCEPT REFINEMENT
DESIGN PROCESS OVERVIEW
Target audience Research
Market Research
Brand Research
Design Principles & Rhetorical Approach Research
Brainstorming & Ideation
Concept Iteration
Concept Development
Concept Refinement
Final Design