Creative Data Storyteller
Overview
This is an integrated branding campaign for Cambridge Historical Tours, our team's client at AdLab.
Cambridge Historical Tours brings the history of Cambridge to life through entertaining and educational walking tours. Tour guides are dressed like characters from Victorian age.
Business Goal
-- Increase brand awareness by creating new rack cards and brochure
-- Engage customers and Drive sales by researching on consumer insights
Challenge
--- People, especially children, think taking historical tours is boring
--- Current marketing communication doesn't cater to all target groups
--- The brand awareness is not too high
My Role
-- As the account executive, I planned and led all group meeting and client meetings. As the liaison of the client and AdLab, I effectivley convey the client's ideas to the team.
-- Together with the account planner, I developed a survey and interview questions and provided a report on consumer insights.
-- I brainstormed with the art director and the copy writer to build creative plans based on the clients' needs.
Credit
Dipali Dey, Robert Norman, Penny Shih
Key Findings and Creative Executions
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The Old Look
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Not too much information on this brochure
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The audience won't know too much about each tour by reading the brochure
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The design is too old-school
The New Look
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The new design is much more dynamic
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More informational since each tour has its own brief introduction
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This is also consistent with rack cards in theme colors and overal design style
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Sample rack cards
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Each rack card is designed for a tour with two unique theme colors presented both on the front and back side of a rack card
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The design is modern though the Victorian spirit is still shown through the choice of typeface and the silhouette of a man with top hat
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Not like regular rack cards, the back side is presented horizontally because it's easier to hold and to read
Back side of sample rack cards
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Back to all my work
A primary research project on segmentation analysis of a home shopping technology
A primary market research on college consumers shopping preferences for self-assembling furniture
A secondary research on the higher education market
A marketing and advertising campaign our team created for a MIT start-up WikiFoods
My AdLab team worked on a semester-long project for Cambridge Historical Tours' new branding campaign
A digital media campaign for New Balance Boston
A CD Cover and web ad design for the song How Long Will I Love You by Ellie Goulding
A Print Ad for Sour Patch Kids