Promethean - Go Modular!
Role
Graphic Designer
The Challenge
Historically, Promethean's ads looked the same and eventually stopped performing well, on top of the messaging not resonating with customers.
The Idea
We started a new ad campaign called "Go Modular!" to not only spread awareness about the product but also to educate customers about what modularity is and why it's something they'd want to do.
The Execution
The writers gave me 4 different messages to create ads in 4 sizes for a total of 16 ads and an email header. Google's brand inspired me, and I appreciated how simple their imagery is. I went for a similar minimalistic look. I also wanted the ads to be bold and stand out. Our ads were usually dark, so I went bright, using only colors from our secondary color palette. The dominant blue, however, is also the primary color in the branding of this product. But text and pictures alone were a bit too plain for me. I wanted some kind of iconography to tie the ads together so viewers would recognize them as being in the same campaign. Additionally, I wanted the iconography to subtly visualize modularity. Building blocks seemed to be the simplest way, so I made blocks from our secondary color palette and put them in the corner of the ads and email header. The ads performed very well.
