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
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.
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.
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