The Creative Design Process

Brand Refresh Needed

This brand story is still unfolding. The Visual College of Art and Design (VCAD) has needed a brand refresh since 2022, and nothing was quite hitting the spot for the client. Multiple iterations of brand design in print, digital, and outdoor advertising were proposed, but they all fell flat. 

At the beginning of 2023, the new VCAD website was finally approved by the client and it looked significantly different from anything the brand had been before. The challenge now, with a new creative team, was to figure out how to match the rest of the brand collateral to the new website.

First Iteration

I led this team to come up with a new iteration to match our automated email campaign banners with the new VCAD website.

As with all design, new concepts are often a hit an miss. I worked with the client to understand their feedback to got back to the design team for rework. We injected new best practices for email marketing banners and brainstormed ideas.

Creative Accounts for 56% of the Conversion on Digital Advertising

The final concepts were a combination of dynamic video looping of past VCAD student work with strategic content written to entice the target audience. This final iteration got a resounding approval from the client.

My skills and expertise in drawing out the clients wants and needs as well as my ability to convey communications with designers allowed this project to have a successful wrap up in less than 3 weeks.

The story of VCAD’s brand is still under development. I’m excited to see where our design process will take us next.