The Challenge of this brand was to build a cohesive branding for the entire program that aligned with Home Depot’s and incorporated different branding from the different schools. It called for collaboration with different teams and school leaders to build a successful programming and raise awareness of the success of the program.
The Home Depot marketing team asked the UniWorld Group team to concept promotional materials to engage the HBCU community and build awareness of the program and its various programming (including voting phase and Celebration Week).
The creative team at UWG set out to find various way to raise awareness in the short span of the launch of the program. I along with the team designed a branded set Giphy stickers to promote the RYS program and engage the HBCUs on various social media platforms. The challenge being able to really connect with our audience and let them feel truly represented.
The giphy stickers called to use the branding the creative team developed for the RYS program. We decided to visually represent various aspects of the program. A big aspect of the RYS program is the voting phase, where schools have to collect votes to be awarded additional grants. The stickers needed to be fun and engaging for the audience to raise awareness and get votes casted for the different HBCUs. Jacklyn, 2nd art director, and I worked on the concepts and designed these in Illustrator. I animated the giphy stickers on AfterEffects.
As the program rolled out and the fun was starting, we saw pretty good engagement from our HBCU audience. It felt pretty good to see students use creative stickers that we made.
Christmas Giphy Set
The team and I also designed a set of Holiday stickers to promote the holiday spirit within the HBCU audience.
Sketches
RYS2023 Welcome Box
The creative team specially designed this welcome box to send out to the HBCU's administrators to get them emotionally prepared for another exciting round of the Retool Your School Program. Launching the updated visual branding look for the 2023 program, the team took to build a toolkit for administrators that included promotional items for the program. The box included an info card on the new program updates and its success. The welcome box needed to promote the program and get the administrator ready for the relaunch.
The finalized design of the box took various rounds and iterations from the design team before landing the look. The senior Art Director, Chris, and I presented a few of the many design drafts for the team to decide on. The box design was made to include an inspirational message and reflect the RYS program look and feel. Ultimately, the marketing at Home Depot decided to keep the box pretty simple but intentional with its design. Also, the box included info cards made to explain the success of the program more in detail and get the administrators excited for what’s about to come.
Welcome Box Info Card Insert, this was designed to promote more info and program updates
Inside of info Card Insert
One of the boxes we sent out to the school admins
Credits
Client - Home Depot
Agency - UniWorld Group
Senior AD - Chris Cogswell
Art Director - Kelvin Medina,
Art Director - Kelvin Medina,
Jacklyn Landers (Giphy Stickers)
Copywriter - David Graddick
