Project overview: Create a series of ads targeting healthcare providers and C-suite personnel which would facilitate a conversation with sales reps. The ads were to feature a button that had been distributed to our sales reps. They had been instructed to display them prominently when visiting healthcare facilities. The direct message had to be simple because the benefits of the product were extensive and required reference to a multitude of studies to fully explain.
Challenges: From a concept point of view, the buttons were not fully embraced by the sales team. They were rather large so they balked at wearing them on their person which is why we came up with featuring the bags. It was necessary to do a close-up so the buttons would be legible and not lost in the image. We also wanted to feature the sales reps as heroes as this had been a product for which they had struggled to promote. The design challenges were finding stock images of bags that were appropriate and making the button seem attached to them. Working with several layers of composite images which were high enough resolution for print was a bit challenging as well.
Other Team Members: Product marketing manager, regulatory team
My Role: Art Director; all design from concept to production for both print and digital, including booking the ads, working with the regulatory team to gain approval.
Tools: Indesign, Photoshop, Illustrator
Deliverables: Three different print ads with accompanying digital ads of various sizes.
The C-Suite ad
LinkedIn static posts
LinkedIn post featuring Acrobat-i
LinkedIn post featuring the full family of products
LinkedIn post featuring instructional information
