The creative team at Construction Specialties needed a clever way to position the company as designer-oriented while promoting the new Acrovyn by Design pattern collection. In order to reach creatives, the team decided to launch a contest aimed at interior designers and artists in which contestants could submit their original black and white designs. The winning design would become part of a limited edition Acrovyn by Design pattern collection, and the winning entrant would receive a $5,000 prize.
Keeping in mind the simplicity of our established tone, the tagline "Imagine. Design. Win." is intended to empower the audiences’ creative minds while giving a vague understanding of what the contest entails, inspiring curiosity.
Keeping the associated imagery clean and simple may pique the curiosity of a larger audience and maintain a clear relationship with the CS brand.
The Landing Page
The landing page is meant to inform the audience about the general rules and entry methods for the contest. It has a link to the full rules and the contest entry form.
The landing page’s design should mimic the simple tone of the social posts: clean visuals and copy, with no overly promotional voice.
Social Media Promotion
Although social media promotion is a must at every trade show for Construction Specialties, it was necessary to promote the Acrovyn by Design Patterns Contest in a manner that would reach a younger, digitally driven audience. Given the relatively low price and extensive reach of Snapchat, I worked with Construction Specialties' graphic designer to create a Geofilter to be used during the trade show hours at NeoCon 2017, where the Acrovyn by Design Patterns Contest held its launch. The resulting Geofilter mimicked the branding of the Acrovyn by Design Patterns Contest without overly promoting Construction Specialties, enabling a higher usage rate and reach for the Construction Specialties brand.
Chelsea Robinson - Branding, Strategy, Landing Page Design
Justin Teffeteller - Strategy, Graphic Design
Erin Shelinski - Strategy, Concept Approval