Infographics One – KinderCare®
My direct contributions to this design was art direction, using supplied Photoshop illustrative art files & fonts, photoshopped the artwork in how I needed it to creatively story tell. Maintained corporate campaign branding.
PROBLEM
Create a Facebook Social Media campaign for KinderCare, a nationwide Day Care & Learning Company.
Create a connection to parents with the “Type of Questions” they ask when choosing child care. Support the questions with detailed answers on the company blog. I had to create the content based on the copy provided which set the tone and direction.
There was not a Design Brief and the company did not utilize content visual identity standards at the time.
PROCESS
Working with a marketing project manager, I received some Corporate Standards Guidelines, Project Specs, and access to their Illustrations Library.
The project manager and I reviewed the Infographic “Questions” and the Blog “Answers” and wanted to use a the voice that was warm & approachable. The infographic design had to work hand-in-hand with this voice.
Reviewed available illustrations from their Illustrations Library for the scenes, characters, elements I could use. Checked how the files were built so I can edit them.
I conducted a personal Whiteboard Ideation so I could get a visual sense of the design elements I could use.
At this point I started producing internal rough concepts that I refined to initial concepts to discuss with the client.
DELIVERY
10 Facebook Social Media posts were part of a targeted campaign the client deployed.
OUTCOME
The client was pleased given I had a lot of influence in this project. The image illustrations of “Questions” were a great complement to the warm voice of the “Answers” on their blog site. One key learning was how I concepted designs using Whiteboard Ideation. With such a large library of illustrative content, it helped visualize the designs in a better & faster way.
RESPONSE
The Facebook campaign received the highest number of “likes” when compared to any previous campaigns. In part, client mentioned is was due to using an illustrative-based, whimsical design with an important message and following up with helpful answers for parents. Previous Facebook campaigns had been photograph-based. The Infographic “Questions” increased the conversion rate of parents to the website blog “Answers” by 25%+.
BARRIERS
The brand fonts were difficult because the weight options with limited readability. I used color and copy placement to help overcome this.
Creative direction was straight forward and a bit limited, but it became a design problem to combine a client-supplied large library of illustrative elements and still feature the message in a way parents can relate.