Challenge

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Students from Penn State Graphic Design GD304: Practical Communications, in collaboration with PepsiCo Design and Innovation, LIFEWTR Brand and Design team and North Division Marketing, EMERGE FROM ORDINARY created a series of key visuals to accompany a brand campaign promoting a selected series 11 bottle made specifically for the Penn State University Park campus.

Taking place over a 15-week semester, this student project allowed our group to expand upon our experience as Graphic Design students and create a hyper localized campaign for the Penn State University Park Campus.

Solution

EMERGE FROM ORDINARY is a campaign for the bottle of “I DREAM OF SOUTH” by Marly Gallardo, LIFEWTR brand series 11 bottle.

We utilized a monochromatic scene with the elements of the artwork on the bottle such as flowers, snakes, leaves to bring the bottle forward and emphasize our message of emerging from the mundane.

Project Components

This was a multi faceted project with multiple deliverables.

Key Visuals (Horizontal, Vertical)

Social Media posts (Instagram posts, Instagram Stories, Instagram Ad, Facebook Ad, TikTok Post)

Menu Board Sizzle Reel

Point of Sale (Cooler Graphic & Table Tent)

Out Of Home (Billboard)

Immersive Experience

Merchandise

Presentation

Statement of Work

Research

Research was composed of client research and audience research.

Our audience research was based on the students of Penn State University Park as well as some individuals of underrepresented groups from the clubs members that include different ethnicities. gender identities, and sexual orientations. 

We concluded that people wanted to be seen as more than their stereotypes and be seen as an individual that is diverse as well as being represented in the general media.

Concept

We are more than stereotypes; we are more than meets the eye. We all come from various backgrounds, but when we come together we can create a new picture.

We want to bring this dreamlike state into reality by contrasting the bottle with the artist’s art with a still-life background.

Inspiration

We were inspired by the bottle of Marly Gallardo. We felt both her artwork and narrative was very powerful.

“I aim to achieve a dream-like experience with my artwork that will inspire a search for the surreal within the mundane.

In LIFEWTR’s Life Unseen collaboration I created an homage to my heritage and created a narrative that invites viewers into a vibrant experience.”

Process

We incorporated the different critiques and feedback we got from the PepsiCo Design and Innovation, LIFEWTR Brand and Design team and North Division Marketing over the 15 weeks.

Key Visuals

Seeing this was a 15 week project, we saw this as an opportunity to experiment with colors and different styles and getting the details of the background correct.

Final Presentation