Patrick Ding
Autumn Accessories
For the Kia 2018 Marketing Calendar, I led the design of the Autumn Accessories campaign. The main objective of this campaign was to drive accessory sales using the changing of seasons as an impetus. I was tasked with creating a design that would visually capture the spirit of fall.
For the email version, I had the opportunity to create an animated image. I started with the giant vector leaf as the obvious symbol of fall and the central focus of the image. With the text on the giant leaf, the message is clear and direct. Then I added the leaves blowing in the wind as the animation. Seeing the leaves change color and get picked up by the wind is what I think of when it comes to fall, so I replicated that effect for this campaign.
This is the direct mail version. The challenge with direct mail is preventing customers from just tossing it in the trash. With the text on the giant leaf, it gets the message across in an engaging way. Along with the Kia logo in the corner, customers can take one look at this mail piece and see who it’s from and what the message is.