Problem Statement

Keep Cincinnati Beautiful was in need of new marketing material for the revival of their Adopt-a-Spot program. The material needed to get the neighborhoods of Cincinnati excited and optimistic about volunteering and the beautification of their environment.

Audience

Our audience broadly consisted of all 52 neighborhoods located in the Cincinnati area. However, for this project we are specifically focusing on the Avondale/Over-The-Rhine communities. This particular audience mainly consists of lower-income families and single young adults.

Design Solution

The final solution that I came to has a total of four deliverables: a t-shirt for Spot Captains, flyer, social media, and a door hanger. The system revolves around a fun and easy-going mood.

The printed deliverables rely on the circles to bring a pop of color, and the buildings bordering the bottom to hold it all together while adding a more personal feel. I wasn’t afraid to use empty space as their pop colors are very saturated and wanted to balance it out. All colors and fonts are within the brand guidelines that were provided.

As for the t-shirt, the color itself was important because it also serves a purpose of safety, so I went with the brightest green possible. The shirt was created not only to wear during volunteering, but also out in public as a general marketing tool for the program/KCB. This shirt is bold, and will definitely grab people’s attention.

For the social media component, the spotlight is on the activities going on in the action photos, as this is a very hands-on program. The secondary focus is on the circular logo created for the program that unifies all deliverables.