Minimalist Messaging
For this piece I leveraged this company’s years of branding to create a minimalist message art creative. The instruction was also to force a sunset lighting effect on the left side of the page even though this was an artistic liberty. After several iterations the lighting was adjusted bringing the ad together.
Minimalist Messaging
For this piece I leveraged this company’s years of branding to create a minimalist message art creative. The instruction was also to force a sunset lighting effect on the left side of the page even though this was an artistic liberty. After several iterations the lighting was adjusted bringing the ad together.
Challenge
To contrast the typical text-laden content I proposed and was authorized to create graphic creative with minimalist messaging. The challenge was to brand this 3+ decades old product line to improve distributor (B2B) engagement. We focused on three goals for the piece:
- Focal Point. This product line made focal-point imagery simple to determine as photos of pets always grab attention.1The most attention-grabbing elements are women, children, men, and then pets in that order.
- Branding. The dog’s face is positioned on the page as far to the right as possible without encroaching on the area required for the branding thought bubble.
- Pain Point Messaging. “Pain” is well-captured in this rare stock image of a muddy dog. Staged in front of the water imagery, care was taken to preserve and even enhance the muddy environment.
Solution & Impact
Artistic liberty was ordered on several parts of this creative. The piece evolved into this version over time, and increasing liberty was desired to enhance the sunset while maintaining a lighter right side of page.
Results
Strategy success was measured by:
- Distributor contact cadence
- Paid third party analytics
- Month-over-month conversions
“Realistic” Thought Bubble
It was surprisingly challenging developing the “thought bubble” in a way that looked serious (not a flat cartoon look on the image). Early iterations were very 2-dimensional and unengaging.
Traffic on the internet has always lacked attention span. Unless you analyze visitors, prospects, suspects and all forms of client engagement you could be wasting marketing dollars that often simple fixes can correct.
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