Company:
Advertising Design II
Year:
2025
Overview
This hypothetical brand and its marketing materials were designed to appeal to feminine and gender-diverse artists in search of a joyful, creative, and community-based space in Edmonton's Whyte-Ave district.
Problem
As a new business, Spark Community Art Studio not only needed a brand that would clearly communicate their personality, but they also required a launch campaign to spark interest in the community.
Solution
The brand, inspired by linocut prints and analog collage, speaks to the experience of making things with your hands in a communal space reminiscent of high school art class. This campaign echoes what I imagine the studio's environment would feel like, and was designed mainly to create a general awareness of the studio and its activities. The tagline, "painting, pottery, and pretty much anything" is playful copy emphasizing the variety of options present at the studio, and is used throughout the promotional materials.
The promotional mural is a unique out-of-home advertising choice chosen specifically because of the business' hypothetical location, Whyte Ave, is known for its lively murals that live on the sides of businesses, making it appropriate to the areas sub-culture.
The "splatter here" billboard is an experiential marketing component which encourages people commuting on Edmonton's LRT system to pause and throw some paint at the mural. This is an effective experiential concept because it allows people to try an exciting (and fun) activity in under a minute, making a lasting positive impression of the organization.
Spark's social media presence leverages its scrapbook aesthetic to incorporate photos of creations people make while at the studio, which allows studio guests to feel seen and Spark's social followers to feel inspired to try the studio out for themselves.
As additional collateral, a vehicle wrap was designed for the company's van, which allows Spark Community Art Studio to do pop-up events at different art-walks and festivals across the city.
