This project was completed as part of my BA in Graphic Design and Media Arts, with a concentration in Web Design curriculum. It demonstrates my ability to meet specific project briefs, adhere to deadlines, and apply design theory to simulated or real-world client scenarios.

Overview: Integrated Digital Campaign

The objective of this project was to develop a cohesive, high-energy digital campaign for the third annual Get LIT Festival of Books. To drive registration and community engagement, I created a full ecosystem of assets—from foundational mood boards to conversion-focused landing pages—ensuring the brand’s "literary community" message remained consistent across every digital touchpoint.

Phase 1: Brand Foundation & Visual Strategy

Before entering the production phase, I established a rigorous visual guide to ensure the "Get LIT" brand was recognizable and professional:

• The "LIT" Palette: I utilized a high-contrast color scheme of Teal, Flame, and Gold. The warm Flame and Gold tones were strategically applied to Call-to-Action (CTA) elements to create urgency, while Teal provided a stable, sophisticated backdrop for literary content.

• Typography Hierarchy: I selected Forma DJR Deck for bold, authoritative headings and paired it with Poppins for body text. This combination balanced modern professionalism with high readability across mobile and desktop screens.

• Mood Boarding: I curated imagery focused on community, literature, and vibrant events, using vector illustrations and scalloped edge elements to soften the urgency of "Register Now" into an inviting, festive call.

Phase 2: Multi-Channel Execution

The campaign was executed across multiple digital channels, each optimized for its specific user intent:

• Email Marketing: Designed a high-conversion email blast featuring a "book basket" incentive. I used a clear, single-column layout to guide the reader toward the "Register Today!" primary button.

• Landing Page Architecture: Developed a responsive landing page layout that mirrored the email’s narrative. I prioritized the visual hierarchy, ensuring the event dates (May 17-19) and registration links were immediately accessible above the fold.

• Social Media & Display Ads: Adapted the core brand assets into various aspect ratios, maintaining the same "Get LIT" iconography and energy to ensure a seamless experience for users clicking through from social platforms.

Phase 3: Strategic Messaging

The campaign wasn't just about visuals; it was about conversion-driven copy:

• Incentivized CTA: I implemented a specific deadline ("Register by April 30th") tied to a giveaway, creating a tangible reason for the audience to act immediately rather than later.

• Direct & Friendly Tone: The messaging was crafted to be "direct, urgent, yet friendly," aligning with the community-centric goals of the festival.

Project Outcome

This case study demonstrates the ability to execute an Integrated Marketing Campaign from the ground up. By moving from a strategic mood board to a suite of coordinated digital assets, I proved that I can maintain brand integrity while optimizing for different user behaviors across email, web, and social media.

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