Love that’s 100% you
Integrated Advertising Campaign

Overview

Many individuals in today's fast-paced and complex world are experiencing a crisis of authenticity in their relationships. They find it challenging to build and maintain trust, openly communicate, and create meaningful connections. Deceptive practices, empty promises, and a lack of genuine interaction impact trust in modern relationships, leaving many feeling discouraged and in search of a more authentic and fulfilling connections.
This draws inspiration from the Ad Council. The Ad Council's mission is "to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society."  

Platforms
Figma
Adobe Illustrator
Adobe Photoshop

This campaign won the Award of Design Excellence given by the FL3TCH3R Exhibit Student Works Awards 2024.

It was selected for the WORK National Juried Student Exhibition 2024.

Problem

Many individuals in today's fast-paced and complex world are experiencing a crisis of authenticity in their relationships. They find it challenging to build and maintain trust, openly communicate, and create meaningful connections. Deceptive practices, empty promises, and a lack of genuine interaction impact trust in modern relationships, leaving many feeling discouraged and in search of a more authentic and fulfilling connections.

Solution

“Love that’s 100% you.” addresses the problem of discouragement in relationships by first creating awareness about the South Carolina Blue Law, shedding light on its significance in the context of modern relationships. It recognizes that many individuals struggle to build and maintain trust, communicate openly, and establish meaningful connections.

To tackle this issue, the campaign introduces users to Sincere Sage, a persona offering valuable guidance and advice. Through the use of engaging visuals, humor, and interactive elements on both mobile and desktop sites, it seeks to make the message not only informative but also lighthearted and relatable. Furthermore, the campaign functions as a way to access advice, supplying users with information that empowers them to take steps toward authenticity in their relationships.

Process

In order to narrow down the target users' pain points, I developed personas. These pain points directed me in the design process. Targeted pain points: Frustrations involving lack of authenticity in relationships, lack of feeling truthful and open in relationships, finding a partner with a similar mindset, feeling motivated to focus on being true to oneself.

Moodboard

When establishing the overall style of my campaign, my focus was on incorporating traditional romantic imagery in a modern context. This juxtaposition is further explored in my outdoor mockups.

Outdoor Mockups

Each billboard maintains a juxtaposition of two concepts to explore "Love that's 100% you." Each design maintains bold imagery and copy in order to stand out while supporting the overall campaign. ​These allowed me to better narrow down my campaign’s approach to the problem as I transitioned to the digital site designs.

Paper First

Wireframes

Next I transitioned to wireframes using Figma.

Design Changes

When first designing the mobile and desktop sites I planned on doing a single scroll system, however when moving to the final design I integrated the fictional persona, Sincere Sage. This required a bigger platform that allowed my target users to have a more interactive experience.

Mobile-site Screens

Desktop-site Screens