Campaign Research
The first part of this project was to choose a theme to design my campaign around. To find what I wanted to work with, I researched the company YETI to learn about their products, values and brand. I looked at their website, social media and brand guidelines to see how they wanted to appear to customers and how they utilize their branding in order to do so.
YETI Branding
In my research I found that YETI markets themselves as a modern, reliable company whose products are built for the wild. They use modern motifs in their branding such as simple san-serif type and minimalistic product design to give the impression of being focused on usability and durability rather than looks or flashiness.
Target Audience
YETI markets themselves mainly to hunters, anglers and hikers but aim to appeal to anyone interested in the outdoor aesthetic. They try to sell to this group because they believe that the toughness and durability of YETI products appeals to this demographic. This information allowed me to understand how to market my campaign.
The King Crab Orange Collection
Campaign Characteristics
The King Crab Orange collection is a group of YETI products with the bright and eye-catching color of the iconic King Crab. Built to be tough and durable for the King Crab fisherman spending their days on boats in the rough Arctic Ocean, this collection appeals to anyone looking for a bright flash of color in dark and dreary settings.
King Crab Products
Logos
Colors
Final Campaign
Email Design
Social Media
GDN Banner Set
