"These Are My People" Campaign

Project Details

Explore the intricacies of my project approach, discover the hurdles encountered, and delve into the solutions used to surmount these challenges.

2022

"These Are My People" Campaign

Marketing - Print & Digital

Kasasa orchestrated a nationwide campaign in collaboration with its clients and NBC. The contest encouraged people to nominate their favorite people, detailing what makes them exceptional and outlining how the prize money would be utilized.

Process

Received in fragments without a backstory or a project kickoff, this endeavor unfolded incrementally. Initially given a black-and-white cutout of people against a gradient background for an email header, I iterated to craft a version aligned with the brand. Securing approval from the creative director and stakeholders marked the establishment of my design direction as various assets emerged.

Challenges

The solid gradient background lacked the vital energy and emotional connection required for a campaign of this nature. We sought a template adaptable for all clients, ensuring consideration for their logo, compliance logo, and disclaimer elements.

Solutions

While employing the solid gradient background, I incorporated contextual settings behind images featuring people. This design choice added depth and allowed users to construct narratives about the depicted scenes. The logo was strategically positioned to maintain prominence, accommodating institutions without solid one-color versions and preserving color integrity. For compliance and disclaimer elements, I adapted them to black or white based on the background color, a decision influenced by the composition's overall simplicity goal, aiming to streamline and eliminate complexities.