"SUMMER IS COMING" CAMPAIGN
Dock & Bay

LOGO DESIGN, CAMPAIGNS, CREATIVE DIRECTION, GRAPHIC DESIGN, MARKETING, DIGITAL

OBJECTIVE:

To develop a digital ad campaign themed around the return of summer after nearly 2 years of lockdown, focusing on a specific product collection.

I was asked for an interview task to conceptualise and execute a digital summer campaign, showcasing my strategic vision and mixing the brand’s aesthetic with my own.


I first went through immersion, where I aimed to understand the greater beach towel industry, the Dock & Bay brand based on their website and social channels, and forecasting current macro-trends. Based on social trend of the excitement of getting out of lock down after many months of escapism, I developed the positioning to be in line with getting back out together while referencing ever-trending nostalgia that has inspired SS21 fashions.


This led to a beachy late 80s/early 90s feel, using the brand-defining stripe motif as a particular lead icon. A sunset made with line work evoked beach-oriented graphic treatments seen in the likes of California and Miami at the time. The three products being marketed were of the 3 primary colours, allowing for vibrant and eye-catching collateral. Photo direction and tone of voice emphasising groups of mates back out and back together helped bring this campaign full circle and to life.

Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2022

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"SUMMER IS COMING" CAMPAIGN
Dock & Bay

LOGO DESIGN, CAMPAIGNS, CREATIVE DIRECTION, GRAPHIC DESIGN, MARKETING, DIGITAL

OBJECTIVE:

To develop a digital ad campaign themed around the return of summer after nearly 2 years of lockdown, focusing on a specific product collection.

I was asked for an interview task to conceptualise and execute a digital summer campaign, showcasing my strategic vision and mixing the brand’s aesthetic with my own.


I first went through immersion, where I aimed to understand the greater beach towel industry, the Dock & Bay brand based on their website and social channels, and forecasting current macro-trends. Based on social trend of the excitement of getting out of lock down after many months of escapism, I developed the positioning to be in line with getting back out together while referencing ever-trending nostalgia that has inspired SS21 fashions.


This led to a beachy late 80s/early 90s feel, using the brand-defining stripe motif as a particular lead icon. A sunset made with line work evoked beach-oriented graphic treatments seen in the likes of California and Miami at the time. The three products being marketed were of the 3 primary colours, allowing for vibrant and eye-catching collateral. Photo direction and tone of voice emphasising groups of mates back out and back together helped bring this campaign full circle and to life.