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: Multi Channel Advertising

To celebrate the 10th anniversary season of Spotlight Center Stage, I developed an integrated digital design campaign aimed at transforming community awareness into tangible support. The project required a cohesive visual narrative across multiple platforms to drive three specific actions: season ticket sales, volunteer recruitment, and youth program donations.

Phase 1: Visual Metaphor & Brand Energy

The campaign's creative direction was centered on the concept of "The Spotlight"—both as a theatrical element and a call for community members to take center stage in supporting the arts.

• Dramatic Palette: I utilized a high-contrast scheme of Oxford Blue and Snow White, punctuated by energetic orange accents. This created a sense of theatrical drama while maintaining a friendly, inviting community vibe.

• Dynamic Typography: To capture the movement and excitement of live performance, I implemented a hierarchy using bold, tilted headings. This "spotlight effect" was designed to physically guide the viewer's gaze toward the primary calls-to-action (CTAs).

• Inclusive Storytelling: I selected imagery with high movement and diverse representation to mirror the theater’s mission of providing an inclusive environment for all ages to explore the arts.

Phase 2: The Digital Ecosystem

I designed a series of interconnected assets, each serving a unique role in the user journey—from first contact to final conversion:

• Display Advertising: Designed to "stop the scroll" on third-party sites, these ads introduced the 10th-anniversary milestone with bold, dynamic visuals and a clear "Get in the Spotlight" hook.

• Email Newsletter: This asset provided deeper context, utilizing a clean layout with bold orange headings to highlight specific ways to get involved (Volunteer, Donate, Purchase). I placed a high-urgency CTA at the footer to ensure the mission was the final takeaway.

• Social Media Ad: Optimized for high-engagement feeds, this version used storytelling visuals and emotional appeal to encourage sharing and direct interaction.

Phase 3: Conversion-Optimized Landing Page

The "hub" of the campaign was a comprehensive landing page designed for intuitive navigation and maximum conversion:

• Information Architecture: I prioritized a Z-pattern layout, ensuring the theater's logo and "Join Us" buttons were the first and last things a user saw.

• Detailed Action Paths: The page expanded on the ad copy, offering detailed descriptions of the "Backstage After Hours" party for ticket holders and the specific impact of donations on the Youth Summer Theater Program.

• Responsive Design: Every element was meticulously placed to ensure the transition from a mobile social ad to the desktop landing page felt seamless and professional.

Project Outcome

This case study highlights my ability to manage a complex, multi-objective campaign. By maintaining strict brand consistency across email, display, and social channels, I demonstrated how strategic design can guide a diverse audience through a multi-step engagement funnel—moving them from passive viewers to active participants in a local cultural mission.