BRAND & CREATIVE

Retail group launch campaign animations & illustrations

— Leading Edge Retail —

Digital marketing campaign creative for the
largest buying group of independent
retailers in Australia.

Situation:

Mind Methods was brought in to create illustrations for an internal website linking members of the 'Leading Edge Retail' group to other sites. Titled 'Your Place', the preferred aesthetic was a 3D isometric village.

We were tasked with creating a compelling landing page illustration that users could click through for other pages. The campaign had to be turned around quickly and the illustration style would need to carry through to other animations and illustrations for EDMs and other digital collateral.

Strategy:

We developed a suite of assets that would allow us to build a village. We customised shopfronts to reflect the various retailer types, from cafes to grocery stores and office buildings. Some of these we themed in Leading Edge Retail colours to signify presence in the community.

For the clickable links we were provided headings and icons as reference. From this we created logomarks which we could incorporate into billboards and signage within the village. The labeled and colour-themed buildings would be the interactive buttons for members to click on.

Solution:

The modular design of the village artwork allowed for endless offshoot designs for future campaigns and expansions. The whimsical art style made it easy to create playful animations that told stories succinctly.

A boarding pass and pilot animation rolled out via EDM introduced users to the 'Your Place' hub. Continuing the flight theme, we presented link headings through an animated in-flight display screen.

Considering the quick turnaround, we were pleased with the detail and depth we expressed in executing the 'Your Place' theme. Mind Methods was able to develop a landing page that offered more than met the eye. The storytelling and aesthetic we established became a solid foundation to build on. Any ad hoc requests from the client were easily expressed via this sandbox.

The job had several deliverables which needed to be turned around quickly. A summary of those tasks are provided below. 

Campaign service deliverables:

• Icon design

• Email design

• Graphic design

• Digital creative

• Sandbox illustrations

• Character designs

• EDM banners for email marketing

• Blog banners

• Assorted teaser animations in .GIF and .MOV formats