a portfolio
Client: Naturally Good Expo
a rn ia
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Advertising Art Direction Cherise Hoefler Semester 142 13291334
the task
Develop advertising material to target potential visitors of Naturally Good Expo 2015. Naturally Good Expo is Australia's first trade only event for the natural and organic products industry; a $10.2 billion growing industry.
the concept
While we had the freedom to rebrand, design and concept something new for Naturally Good Expo, I wanted to create my advertisements as inlined with the brand as I could. For one reason - in hope that my work could come in handy for National Media. As the marketing of the event has already started to kick off, it is now too difficult to rebrand. Therefore the pieces I have create are designed using original colours, tone of voice, logo and similar typography. Pete Evans, well-known celebrity chef, is highly recognised in the natural and organic industry for his 'paleo' lifestyle and business success. While this idea may seem slightly 'consumer', it is important to remember that the natural and organic industry are not 'corporate suits', they are casual, every day people. It is for this reason, I thought he would be the perfect face of the show. With talk of an experiential night to bring the industry together as peers, Pete offers up different ideas such as cooking demonstrations.
the visual I decided it was important to stick with the Naturally Good navy, blue and white colours. Although I did think it was necessary to add in another colour. Orange it is bright, bold and eye catching. Personally I didn't find green very suiting with the original colours, another shade of blue wouldn't pop, yellow is too hard to read, and red is too harsh. This is a business-to-business event, therefore the marketing and advertising should remain professional. I ensured the fonts used within my pieces were simple, straight and professional. The tone of voice is informative and straight to the point, yet friendly. The tagline I have used it "It's your industry. It's your event. Shape the future of natural and organic retailing." I chose this as the message as it is generic, yet personalised in a way. It is persuasive, and a great reason for why they should attend. The same image of Pete is used across each piece to avoid confusion with other endorsements he may have, as well as continuity for brand recognition. The same messaging, colours, fonts and imagery are consistent across all pieces for continuity, which will improve brand image, and in turn, easier brand recognition across multiple mediums.
website banners
These are 3 different web advertisements, which can be placed on industry relative sites to promote the show. There is a 'Medium Rec', 'Wide Skyscraper' and 'a 'Leaderboard'. When you click on the advert, you will be redirected back to Naturally Good's website.
LinkedIn Banners
LinkedIn works slightly differently to other social platforms such as Facebook and Twitter. I have developed banner images that can be placed at the top of a LinkedIn group as a slider. This group should be created in order to develop an online presence and community for Naturally Good Expo
trade mag
A full page trade magazine advertisement to be placed in 'Retail World', 'Australian Organic' or something similar.
email signature
This is to be used on Staff and Exhibitors email signatures. Who else is in contact with potential visitors more than the distributors, suppliers and manufactures. By ensuring exhibitors use this on their email signature, Naturally Good will be increasing their reach to visitors.The banner hyperlinks back to the show website.
MARK HARVEY Event Director, National Media D: 07 5510 5101
EDM
Email is a great way to communicate with your audience, visually appealing and efficiently. No matter where you click on the image, you will be redirected back to the show website.