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: Static and Animated Ads

The objective of this project was to expand the digital reach of Scoop Shoppe, a niche artisanal ice cream company, beyond its local footprint. I developed a high-impact social media campaign featuring both static and animated advertisements designed to educate health-conscious audiences on the brand's organic, small-batch philosophy and new online ordering capabilities.

Phase 1: Target Audience & Visual Strategy

The campaign targeted a broad but specific demographic: health-conscious parents, teenagers, and individuals with dietary restrictions (vegan/lactose-free).

• Inclusive Imagery: Following the design brief, I prioritized imagery that reflected racial and ethnic diversity, ensuring the brand felt accessible and welcoming to all families.

• Simplicity by Design: Given the "artisanal" nature of the product, I opted for a clean, minimalist layout that emphasized the quality of the ingredients rather than cluttering the space with competing elements.

• Visual Identity: I utilized a soft, "creamy" color palette to evoke the texture of the product, paired with an easy-to-read Call-to-Action (CTA) to facilitate a frictionless user journey to the website.

Phase 2: Static vs. Animated Execution

To maximize engagement across different social media behaviors, I produced the ad in two distinct formats:

• Static Advertisement: Focused on "Information Architecture," this version relied on high-quality photography and a clear value proposition: "Made with care for udderly creamy perfection." It was optimized for quick scrolling and immediate message absorption.

• Animated Motion Graphic: To capture attention in busy feeds, I developed an animated version of the ad. By adding movement to the "Order NOW!" button and the artisanal ice cream elements, I increased the "stopping power" of the post, encouraging users to engage with the brand's story of handcrafted, organic excellence.

Phase 3: Strategic Messaging & Conversion

The copy was carefully crafted to balance the brand’s "handcrafted" story with a modern digital convenience:

• Incentivized Conversion: The campaign featured a strategic "Free Sample" offer—encouraging users to order a quart online to receive a free sample of the daily special.

• Dietary Transparency: I ensured that "Vegan and lactose-free" options were prominently featured, directly addressing the pain points of a key segment of the target audience.

• UX-Focused CTA: The primary button, "Order NOW!", was designed with high-contrast colors to stand out, leading users directly to the online ordering portal.

Project Outcome

This case study demonstrates my ability to take a detailed Design Brief and translate it into a versatile advertising suite. By delivering both static and animated assets, I proved that I can maintain brand consistency while utilizing motion to drive digital engagement and promote complex service offerings like online ordering.