Dave Jelen | Paid Media

Paid Media Brand Campaign Direction and Storyboards

Visual direction and storyboards for brand level A/B testing using Facebook video ads, which would target and then re-target with specific messaging and visuals based on audience and program of interest.

The challenge was to create a comprehensive digital ad campaign that pushed the Rasmussen University brand direction forward while remaining easily recognizable across the entire student enrollment journey.

Project Task and Roll

Lead designer in charge of visual direction, design development and prototype production.

Collaborated with copywriter and creative directors.

The goal of this project was to create an updated direction for brand-level assets that would target prospective students based on their program of interest with specific messaging and imagery, then later re-target them with value propositions and finally general brand and finance information.

Each stage needed to look unique, but remain on brand and part of a cohesive campaign.

Concept Development

The previous generation of paid ads were mostly dark green, featuring a cutout hero on a dark green background with several extra design flourishes. For this test, I recommended a direction that moved the brand towards a lighter, simplified and more sophisticated look.

This would be achieved by removing the heavy dark green background and instead using a lot of white space in unexpected ways. Research indicated this tactic would help break up the feed and could cause users to pause and be more likely to engage with the post.

Exploration

With the shift from predominantly dark green to white space, the new direction would remain on brand and recognizable through the use of brand elements like arrows, typography, color and messaging.

Rough sketches and a sample of additional refined exploration with placeholder copy that was used to establish the general directions.