Columbia, South Carolina came to Weaver at the begginning of 2008. Probably the nicest market we have, we, of course, had to pair them with our jolliest designer, Jeff Kuenzel. And I couldn't be any happier with the outcome. Jeff has worked extremely hard on this account, and the bureau just loves what they see so far.
The bureau brought on their ad agency midway through our design process, introducing their new campaign, "Famously Hot" (check it out: http://www.youtube.com/watch?v=g7hfxdySwxM). To incorporate this into our already designed comps, Teri (the editorial lead on this account) and Jeff have infused emotive words into the headlines that flows with the "hot and cool" theme.
Wanting to give the readers our visitor expertise and perspective, we also chose to focus on the friendly personality of Columbia, their charm and warmth, and Southern hospitality, the wonderful people you encounter, and the fact that this little city gives you the chance to get away from it all and just enjoy life at this new slower pace. These ideas drove the design and the editorial and shaped the creative to include new personalized story ideas and vibrant, fun and fresh design elements.
No comments:
Post a Comment