The Goal
Multichannel campaigns enable brands to define, orchestrate and communicate offers to customers across multiple platforms, such as websites, emails, social, direct mail, print material, environmental graphics, etc.... Creating a consistent customer experience across all channels is key to an effective system. My goal is to create a multi channel luxury tour campaign located in Paris, France.
The Challenge
My goal is to create and maintain a consistent and cohesive design across multiple platforms by:
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Creating a memorable logo.
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Create a brand identity.
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Be clear about the demographic and who I'm promoting too.
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Create unity across all platforms in both design and type choices.
Persona
To start off the project I needed to figure out WHO I wanted the Paris Luxury Tours campaign target. PLT's target audience wants to experience Paris in a luxurious, Instagram-able way. They want a grown and sexy vibe, want to be able to experience exclusive events, eat at 5 star restaurants, and sleep on Egyptian cotton. I created my ideal client Amara Brown. I imagined her with her girlfriend's painting town on a 7 day vacation.
Discovery
After creating my campaign target persona I needed to find some inspiration. I had visions in my head for what I wanted, instagram worthy photography, Paris luxury scenery, and fashion. Paris is a luxury fashion hub, so I wanted that to be a part of the branding for the company. I found a-lot of famous location imagery, fashion blogger shots using Paris locations.
After gathering all of my inspiration content, I further researched other computer luxury tours. I found that a lot of the Paris tourist sites were very bright and all had similar website formats. I knew I wanted this brand site and felt to be moody, rich in colors, and picture worthy. I wanted every nook and cranny of this brand to scream elegance and money.
Sketches
Logo Evolution
Wireframes: Version 1
The Final Design
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Reflections
I really enjoyed creating the Paris Luxury Tour multi channel campaign. What's next is that I think I will make an update to the logo. I feel I need a vertical option seeing that when I make the logo smaller it is harder to read. so that is one major update. I learned many new skills crafting wireframes and mockups so I'm thrilled on how this process went. It was hard and I did a lot of second guessing, Receiving feedback on my ideas helped me problem solve a lot and following my intuition.
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