Bringing Cookies to Life: Creative Design for a Campaign Launch

📌 Brief

Work with CDK’s creative team in Chicago to produce digital banners, digital drip campaigns and transactional / promotional email templates for their newly acquired cookie brand. I was also tasked with the fun job of giving the website wireframes developed by an outside agency some fun cookie personality! The team also needed an easy to navigate FAQ section.

🤌🏽 Target Audience

To effectively market to these segments, Tincredible Treats used a multi-channel marketing strategy, employing social media, email marketing, content marketing, and targeted advertising. Additionally, the brand emphasized its unique selling points, such as the hand-delivery service, fast and simple process, and the potential for customization or personalization to cater to different preferences and occasions.

👨🏽‍🎤 Creative Process

What a fun brand! Even though the brand guidelines were still being worked on along with the product photography working with an agile team meant that we could work in flux! I wanted to really play with the hand drawn elements and beautiful colors of the brand to convey joy and give the user an extraordinary experience. I really pushed the main brand colors and gave the cookies a personality. Since I wasn’t working with persona’s (they were a work in progress at that time through the outsourced agency that CDK Global was working with) I leaned on the Creative Director’s brand guidelines. I worked closely with the CD to ensure that the elements I was pulling from the in progress guide were flushed out enough to build upon.

The in-house Creative Designer put together some beautiful product photography. So it was really fun and freeing to be able to use high quality photos with well executed compositions. Since the Creative Designer was incredibly open and collaborated I got the green light to adjust the compositions and really play with them through photo editing in photoshop. I began by sketching out the compositions that were ready in pencil and then changing them up a bit to fit whatever product I was working on so that it would work perfectly in the space.

🛼 Creative Challenges

Working with such a fun brand that was still in flux was actually not a problem at all. The biggest challenges I faced were more administrative. I had many meetings with the Account Manager, Creative Director, Creative Designer, and the Project Manager to ensure we were all working effectively since the client would often change the scope of work or deliverables due at any moment. It was also a challenge knowing that there would be third party developers. I really enjoy working closely with developers whenever I can to ensure that the designs don’t get lost in translation. There were a few small things that I really wanted to ensure remained consistent (because they really impacted the UX of the website).

⚡️ Visual Design

I felt that the main website should really have room to breathe so I was very intentional about keeping it as light and airy as possible. I was given wireframes that were essentially ready to go–they just needed a little design magic. Knowing that the promotional marketing campaigns would be bright and colorful, it made sense to me to balance those items which would probably be used on the website from time to time, with a clean white that really allowed the cookie’s personalities to show.