Social Studies Dual Language Campaign
Our marketing partners from the Social Studies portfolio came to us with a request to help bring more awareness to our robust Dual Language programs. Many customers were specifically unaware of the 1:1 Spanish translation resources, a major differentiator.
My Role: Art Direction, Lettering, Concept, Lead Design
Tim Vargo: Sr. Copywriter, copy exploration and refinement of concept.
Michael Hill: Sr. Designer, jumped in to help polish my sketches for the final background art
Doing some research on language comprehension, I learned about the three different types of bilingual speaking types, Compound, Coordinate, and Subordinate. These three became my focal point for further exploration of the campaign concept development.
Working with Tim, we put together some vision boards, pairing messaging with visual inspiration, that I had found on behance.
We moved forward with this visual direction and I worked with a fellow designer, Michael Hill, to develop the art style for background texture illustrations.
While he explored those, I played around with some type styles to match. Our first two attempts, didn’t feel quite right. It felt like the background was competing a bit too much with the “speech bubbles”. I also didn’t like the structured text that a classic font provided.
The final phase of this project, completed by Michael and Marissa, was building out the social media ad campaign and the header for the Spanish Programs landing page.
