Designing Campaign For An Established Brand: No Name
‘No Name‘ is a well-known Canadian brand designed by Don Watt under its parent company Loblaws. Its quirky way of presenting itself has made quite an impression of brand developers. This eye-catchy brand uses the Helvetica font with all lower case letters on a bright yellow colour background to give a very simple message: buy what you see. It’s very straight forward and creates a deep, meaningful relationship with its customers online and offline.
As a part of my first-semester project at the Content Strategy program at Humber Lakeshore, I developed a brand awareness campaign with a focus on the user journey.
The project was divided into three main parts:
The theme & categories
Social media and website banner mockups
Social media content calendar
Theme & Categories:
Campaign Category: Basic grocery list
Campaign inspiration: ‘Adulting: What I want?’
Campaign mission: Helping young adults by providing them with a specific set of No Name products for their specific needs
Basics On Paper
The campaign ranges for a year (starting in January) where I assigned a dedicated theme to each month. As I always prefer doing, I made a mind map in my journal to develop the categories. I further developed three of those twelve for social media and website promotion. The three categories I focused on were funeral food, cleaning supplies and break up food.
Social Media
Focusing on the three themes I chose (funeral food, cleaning supplies and break up food) I created social media mockups and website banners dedicated to each category. The social media mock-ups were made for Facebook, Instagram and Twitter. I chose these three social media platforms to promote the campaign as I believed that the brand will get maximum user journey transitions from these platforms.
The mock-ups and banners included keywords, were focused on brand image and followed the brand tone set up previously in actual online as well as campaigns.
No Name Facebook Basics Campaign Mock-upsNo Name Twitter Basics Campaign Mock-upsNo Name Instagram Basics Campaign Mock-upsNo Name Basics Campaign Website Mock-upsNo Name Basics Campaign Website Mock-ups
Social Media Content Calendar
I also developed a dedicated content calendar for the Basics campaign based on the current social media trends at the time.
This project helped me develop the following skills:
Developing a theme and category-based campaign for an already established brand
Creating social media mock-ups using trending keywords and engaging slug lines
