As a designer in a small marketing team that serves the whole U.S. and Canadian Arabian horse world, I have plenty of projects on my plate from ads to show programs, but I also love digging up old projects and breathing new life into them.
One of the older company materials I am working on as a self-initiated project is a re-brand of the Discovery Farm ad campaign. For the past year, my company has been using one graphic for all it's materials on this campaign. It wasn't a bad ad, but it's been around. People know it, and when you use a single graphic that extensively for that long, people just as quickly ignore it.
Time for a face lift.
As with the other advertising campaigns I redesigned, the first step was to freshen up the colors. Out with the bright orange, in with a purple very complimentary to our official people, and more particularly a shade that has proven to be successful with our youth members. Since the majority of our members are retired and aging, these ads needed to resonate with the next generation, so this shade of purple was key.
Next was the logo. The Discovery Farm logo is just one of several AHA sub-brands, and so a drastic overhaul would have made it unrecognizable from all other AHA programs. Instead, the new colors and some tyographic contrast was introduced through the use of Futura Heavy with Futura Regular (the old logo only used Futura Regular).
And finally, the layout was "fixed." The big floating word of the old ad was retained and confined to either the upper or lower thirds, the logo never moves from it's centered bottom, and the call-to-action was restricted to two short sentences. To further refresh this campaign, I wrote all the call-to-actions, driving home key points about why our breed is special, why it should be preserved and, more importantly, why young people should choose them as their breed of choice. A touch of Melior, a handsome serif typeface, was used in the body copy to further introduce some typographic contrast.
Next step--bringing these print ad concepts into the digital world with web ads and social media graphics!