With a concept identified and campaign name developed, I began to consider its visual identity, which is important in generating a sense of consistency and continuity between the campaign elements. Creating an initial page of sketches allowed me to quickly visualise different interpretations of the campaign name and problem solve how this would most appropriately engage the millennial target audience and fit within the brands predefined aesthetic.
With the nature of type, it is difficult to differentiate between different typefaces and aesthetics on paper when quickly sketching therefore for feedback purposes I began very simply digitally developing the strongest initial sketches so that when I present these ideas for feedback participants can get a much clearer idea of the different aesthetics and design processes I am utilising within the campaign identity's design.
The first design uses a contemporary blend of sans serif typography and small caps to create visual variation and levels within the campaigns identify which portions the brand to appeal directly to its millennial target audience
The second design is created using Futura condensed already used within the brands collateral creating an integrated campaign identity, the brand logo is also featured within the campaign identity to ensure produce association.
The third design extends this idea of an integrated campaign using a script typeface consistent with the Greenall's bottle and creates connotations of luxury and heritage however may not appeal as directly to the millennial audience.
Finally, the fourth design implements iconography of a raindrop and sun rays into the typography to add visual signifiers to the campaigns visual identity ensuring a unique identity however digitally this feels amateur and inappropriate for the brand and its audience.
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