THE BRIEF 📝
Pin & Win was a large-scale campaign project proposed by the University Centers' Marketing team. It was intended to help promote the various businesses within our student center, aka, the Price Center. Students could go to each vendor, make a purchase, and receive a pin, each with a custom character unique to that business. The idea was that students would be excited to collect these pins, generating hype for Price Center and its vendors as a whole. I was tasked with revamping the characters from a previous campaign, as well as creating new promotional materials for the project.
CONCEPT BRAINSTORM 🎨
Here is the Pinterest board given to me from Marketing! It has the general feel the team was going for, as well as the direction they wanted the project to go.
Instagram Carousel 🎡
Version 1:
Didn't really like the main font, but I was happy with the idea of having the squiggle in the background.
Version 2:
Changed the title font, and added a stroke to the text to give it more contrast against the background.
Final Version:
Adjusted the squiggle, settled on a color scheme, thickened the stroke on the text, and fixed spacing!
ITERATING 🚧
LAUNCH!! 🚀
Final Instagram Carousel 🎉
Slide 1: Introduction to the event, characters, followed by a call to action.
Slide 2: The character pins on a lanyard, mimicking a UCSD student ID.
Slide 3: Step-by-step instructions on how to participate in the event.
Some Of The Final Stories! 🎈
Promo Photoshoot 📸
CLOSING THOUGHTS 💭
Although stressful at times, this campaign was a really great growing experience for me. This was the first time that I had ever worked on such a large-scale project from start to finish. Getting to see the pins come in, my friends collecting them, and the promotional material up all around campus was so surreal and made everything feel worth it. I learned a lot about the process of communicating with a client. Having to work around what they wanted and making changes to match their vision while still maintaining a consistent visual branding.
THE CHARACTERS 🌟
IG Story Reveals 🔍
The week leading up to the event, the Marketing team wanted to do a "Pokemon" style reveal for each of the characters, to get students more excited!
Version 1: Similar to Pokemon's colors, with the tagline drafted by marketing.
Version 1: Silhouette reveal, not a lot of dimension but I wanted to stay true to the OG.
Version 2: Colors changed to the University Centers color palette, added shadows.
Version 2: A little bit of dimension added to the back with the glow, continued with colors.
