On-Screen Mockups
Process
Penn’s Bachelor of Applied Arts & Sciences degree stands on its pillars of attainability, flexibility, practicality, and immediate investment in your future. The display ads and campaign had to speak to this as well as cater to the main goals of increasing awareness about Penn LPS Online programs and creating/sustaining potential applicants to these programs.
From the concepting phase, I worked with the creative director, strategist, and content writer to familiarize myself with these strategies and goals of the project before taking that knowledge and diving into design.
Before my start on the project, the client and our internal project team came to an agreement that the idea for this campaign is to play on the idea that the new degree is “too good to be true” by turning that skepticism into a selling point. We established the importance of putting the headlines front and foremost, packing a punch with a powerful message speaking to the realness of this new degree. To keep with this simple approach, I explored how color, photography, and space can play a role in supporting the content as opposed to taking attention away from it.
With more team collaboration, I came up with three solid concepts (below) to present to Penn.
The first concept was chosen by the client to function as a template for future content. From that point, the project was passed on to another designer who built out the remaining ad sizes from the selected template and switched out new content for many ad sets.