Client: World Market (spec)

Deliverable: Homepage Hero Section

The Challenge: Sell the audience a new Medeterranian-inspired collection of decor and furniture. 

Target Audience: Eclectic and chic homemakers of diverse backgrounds, ages 20-40, with some disposable income, eager to infuse their lives and home decor with adventure and excitement.

Tone: Warm, adventurous, excited, fresh

Strategy: This audience wants adventurous, lavish, and worldly experiences. I pique their curiosity by creating the image of traveling around the world. Then, I make this idea more accessible by suggesting that the adventure is actually in their living room. This makes them feel that they can obtain a unique, lavish, and worldly experience in a more attainable way.

Client: Sea to Summit (Spec)

Deliverable: Homepage Hero Section

The Challenge: Sell the brands’s high-quality cookware to audiences looking to upgrade their camping experience

Target Audience: Novice and expert campers of all ages. These adventurers, who value quality and durability, see financial investment in camping gear as a vital way to have the most efficient and enjoyable outdoor experience.

Tone: Experienced, adventurous, friendly, confident, knowledgable

Strategy: I set out to speak to what’s pulling the target audience to the great outdoors. Who are they once leave the city or suburbs? The answer: adventures. That’s the person who needs the best of the best outdoor kitchen gear. On top of loving the outdoors, I wanted to highlight the desire to share meals and memories with their fellow campers. Camping isn’t something you do day every day. People want to make memories. Those memories are made by people who have durable and easy-to-use cookware.

My graphic designer and I collaborated on how to marry the image and the copy so that the audience sees themselves in the ad. We were able to finish the ad after one round of feedback from each other because of our excitement for the piece and open communication.

Option No 2

Client: Sea to Summit (Spec)

Deliverable: Home Page Ad

Overall: The copy in Option 1 best attracts new and existing consumers while remaining completely in line with Sea to Summit’s brand voice. However, the decision process and strong elements of this discarded option are worth mentioning.

What works: Option 2 offers an attractive repetitive wordplay with bon appétit and bonfire that marries the idea of delicious cooking with a traditional camp experience. The headline ropes in novice campers who don’t want to sacrifice a quality dining experience for quality time outdoors. The use of rugged and refined employs a best-of-both-worlds element that sells the idea of durability and style.

What doesn’t work: The bottom line is that Option 2’s benefit only focuses on cookware. Option 1 sells personal identity, adventure, and meaningful experiences through cookware, which is a stronger benefit for the intended target audience. Additionally, using bon appétit feels too luxurious for Sea to Summit’s target audience. The tone in Option 2 works best for novice campers and those looking for luxury outdoor items. This would probably work for a different company, but the brand voice isn’t accurate enough.