FINIS Digital Collateral

Objective
Design email campaigns for B2C and B2B audiences, and create posts for corporate social media accounts. The primary objective was to create content that increases brand awareness, supports product initiatives, fosters a community of swimmers, and motivates people around the world to enjoy the water. The designs should appeal to all types of customers—the coach; the athlete; the beginner, both young and old; and the swim parents. 

Solution
Prior to designing an email campaign or social media post, I would receive content direction from FINIS Marketing team. The overall tone was approachable, fun and playful. 

I adjusted my design color palette according to the audience the campaign was targeting—black for the competitive athletes and coaches; yellow for the recreational and fitness swimmers; blue and other bright colors for the kids and swim parents. Each deliverable incorporated product photography or custom illustration. Subtle background textures were overlaid on bold background colors to create visual movement. All typography incorporated various styles of DIN Pro.

Graphics for email campaigns to customer base of 20K, were designed in horizontal blocks so they could be easily sliced, and added to Campaign Monitor templates.