Patrick Ding
Back to School
The Back to School campaign for Kia’s 2017 Marketing Calendar was focused on vehicle service and maintenance. Preparing for the back to school season not only involves buying school supplies but also getting your car ready for the carpooling and extracurricular activities that come with a new school year.
This campaign gave me the chance to work with custom typography. One challenge was getting the message to fit within the unusual space of the blackboard. Since there was the stack of books blocking some parts of the board, I made the “A+” larger than any other text to draw attention to it and placed the rest of the text around it so that the message would read in a natural way.
For the direct mail version, it was a simple conversion which was definitely not the norm. Some of the bottom of the image was cropped but the overall message wasn’t lost. In this particular case, I actually like how the image looks on the direct mail more than the email version.