CAULIPOWERful Swaps
Mini New Year’s Campaign
Client
CAULIPOWER
Services
Concept, Design, Typography, Motion
Project Overview
CAULIPOWER ran a mini campaign for New Year’s 2022 challenging customers to replace one meal a week with a healthier alternative using one of their products. This campaign would run solely on Instagram as weekly Posts and Stories. I was tasked with designing an animated logo that would be used exclusively as an Instagram sticker by both the company and any consumers participating in the challenge.
Challenges
The goal of this campaign was to increase awareness about the CAULIPOWER brand. Because of this, the Marketing team wanted to incorporate the brand logo into the campaign logo. Knowing the logo would only exist in motion, I wanted a simple design that would highlight the primary logo and the motion.
Unlike my usual logo design process, I began designing with motion immediately. Here are a few options that I tried. All of these incorporate the primary brand color and typeface. With the initial design, I was working toward a logo that would have both a horizontal and stacked treatment. We ultimately decided to use only the stacked version.
Solution
The Marketing team picked a logo design that mirrored the existing logo: with a thick stroke around the letters and a drop shadow. After discussing with them, I found that though they wanted to brand logo incorporated, they wanted the main emphasis on “Swaps.” With that understanding, I opted to keep “Swaps” in a condensed typeface to maximize its size in the stacked logo.
With those decisions, I focused on more motion passes that would highlight the idea of “swapping” through motion. Here are different sticker options of the final logo. The team loved the treatment where the letter S rotated around the logo, but ultimately the design took up too much real estate in-use on an Instagram story. They opted for the simplest motion option to not overpower the videos it was paired with.