PSF BANNER AD CAMPAIGN
CONTRACT GRAPHIC DESIGN FOR PSF MECHANICAL, INC.
DESIGN PROCESS
ROUND 1:
I collaborated with the Marketing Manager and Communications Manager at PSF Mechanical to create a banner ad campaign for use on naiopwa.org. This was the copy that was handed off to me at the start of the project to include in the ads:
PSF Mechanical, Inc. 120 years of Building Relationships and Creating Environments.
Full-Service Mechanical Design-Build │ HVAC, Plumbing & Piping Systems │24-hr Emergency Commercial HVAC Service (206) 812-2878
Get to know us http://www.psfmechanical.com
Seattle • Tacoma
It was too much text for an effective banner ad, but I did my best to include all of it in my first draft in the cleanest way possible. I sent the first draft of designs to the client along with a recommendation for the next round: Banner ads are only looked at for a few seconds on average, and the smallest ad we needed to hand off to NAIOP was just 480px wide. The amount of text currently being used would likely bore or intimidate the viewer rather than engage them. For our best shot at a successful ad campaign, we would need to pare down the text dramatically.
DESIGN PROCESS
ROUND 2 / FINALS:
The client agreed that a concise message would be the best solution. We decided to focus on the company logo + tagline, brand colors, compelling in-house photography, and a short call to action. We also shifted to a collection of horizontally stacked imagery. This created a flexible layout that easily transitioned from desktop to tablet to mobile versions of the ad. The final campaign quickly and effectively reinforces the PSF Mechanical brand, its offerings, mission, and values.
