Marketing Campaign: Gold Standard Solutions

The Story: Ready to Elevate Your Vibe?

In developing the narrative for this ad campaign, I focused on the theme of “leveling up” or “elevation,” as these were common elements between the two brands represented—Terp Bros and Doobie Labs. The latter specifically mentioned “high standards of quality,” “enhancement” of their customers’ lives through “superior” products, and “elevating” the standards of cannabis. As such, I pulled photos that would lend themselves to the bold Terp Bros colors and the narrative of “elevating one’s vibe,” striking moments of cool confidence, romantic euphoria, and slow-motion action against the details of the brands being advertised.

Marketing Campaign Design || Advertisement Campaign

Objective: Develop and design a marketing campaign that will attract, inform and engage an age-specific audience group to a new cannabis brand (Doobie Labs) now available at the Terp Bros dispensary in New York. Ensure that Terp Bros branding is the most prominent, and find a way to attract the target audience for both brands.

Art Direction: Since the prompt was to ensure that Terp Bros was the more prominent brand, I chose to use their branding colors to establish the overall look and feel in each ad application, with a few pops of other colors as necessary to offset and give visual interest, while not overwhelming the viewer. The final product was a cohesive, vibrant set of marketing collateral, which lends itself to the open and inclusive shopping experience found at Terp Bros, and the partnership between brands through subtle design choices such as pattern to create depth and carry over aesthetic. For font choice, I deferred to the sans serif style as seen on Terp Bros’ website, using color to create emphasis and size/weight to create hierarchy.

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