I crafted a versatile campaign that included not just digital and print ads, but also eye-catching vehicle wraps and grocery cart ads, expanding the VA Salt Lake City’s reach across multiple everyday touchpoints.
This campaign delivered a cohesive suite of print and digital ads that boosted awareness and engagement for VA programs.
Client Challenge
✔ Mixed Communication Channels – The VA needed messaging that worked across both traditional print and digital environments.
✔ Message Clarity – Content needed to be concise, clear, and culturally aligned with Veterans.
✔ Consistency Across Formats – Designs had to maintain identity and readability across multiple sizes and mediums.
✔ Audience Reach – The campaign had to capture attention quickly and provide value in both passive (print) and interactive (digital) contexts.
✔ Message Clarity – Content needed to be concise, clear, and culturally aligned with Veterans.
✔ Consistency Across Formats – Designs had to maintain identity and readability across multiple sizes and mediums.
✔ Audience Reach – The campaign had to capture attention quickly and provide value in both passive (print) and interactive (digital) contexts.
Project Goals
1️⃣ Establish a unified creative direction for print and digital ads.
2️⃣ Improve clarity and message impact for Veteran-facing communication.
3️⃣ Ensure brand consistency across all placements and formats.
4️⃣ Design flexible assets that adapt seamlessly to multiple ad sizes.
5️⃣ Support broader outreach efforts through modern, professional visuals.
2️⃣ Improve clarity and message impact for Veteran-facing communication.
3️⃣ Ensure brand consistency across all placements and formats.
4️⃣ Design flexible assets that adapt seamlessly to multiple ad sizes.
5️⃣ Support broader outreach efforts through modern, professional visuals.
My Role
✔ Concept development across print and digital formats
✔ Visual design and layout of all campaign assets
✔ Adaptation of designs into multiple responsive digital banner sizes
✔ Creation of print-ready artwork for publication
✔ Ensuring alignment with VA communication and brand standards
✔ Visual design and layout of all campaign assets
✔ Adaptation of designs into multiple responsive digital banner sizes
✔ Creation of print-ready artwork for publication
✔ Ensuring alignment with VA communication and brand standards
Solution
A Cohesive, Multi-Channel Advertising System
I developed a comprehensive set of print ads, digital banners, and promotional visuals unified under a consistent design system. This ensured message clarity, visual cohesion, and strong recall across placements.
Design Strategy Highlights
✔ Unified Visual System – Consistent typography, color, and layout created a seamless experience across print and digital.
✔ Clear & Impactful Messaging – Headlines were crafted for fast comprehension, especially in quick-view environments like digital ads.
✔ Optimized Print Layouts – Print designs were built with strong visual hierarchy and clarity for newspaper and magazine distribution.
✔ Responsive Digital Variants – Assets were adapted into multiple digital formats (300×250, 728×90, etc.) to maximize reach and engagement.
✔ High-Contrast Visual Design – Clean imagery and bold text choices ensured readability in diverse lighting and printing conditions.
✔ Brand-Consistent Execution – All assets adhered to VA brand guidelines, reinforcing trust and credibility.
Impact
✔ Strengthened visibility of VA programs across print and digital channels
✔ Reinforced brand consistency in multi-platform communication
✔ Delivered a reusable asset library for future marketing needs
✔ Received positive internal feedback for clarity, professionalism, and cohesive design approach
✔ Reinforced brand consistency in multi-platform communication
✔ Delivered a reusable asset library for future marketing needs
✔ Received positive internal feedback for clarity, professionalism, and cohesive design approach
Although performance analytics were not publicly released, the campaign improved engagement and visibility through a modernized visual system.
Select Deliverables
1️⃣ Print Advertisements – Multi-size formats designed for newspaper and magazine placements.
2️⃣ Digital Banner Ads – Responsive designs including 300×250, 728×90, and other standard display sizes.
3️⃣ Campaign Visual System – Unified color, typography, imagery guidelines, and layout conventions.
4️⃣ Production-Ready Print Files – Proper bleed, crop marks, and print specifications for publishers.
5️⃣ Web-Optimized Assets – Compressed and retina-ready files for digital ad networks and platform uploads.
2️⃣ Digital Banner Ads – Responsive designs including 300×250, 728×90, and other standard display sizes.
3️⃣ Campaign Visual System – Unified color, typography, imagery guidelines, and layout conventions.
4️⃣ Production-Ready Print Files – Proper bleed, crop marks, and print specifications for publishers.
5️⃣ Web-Optimized Assets – Compressed and retina-ready files for digital ad networks and platform uploads.
