The hero SMP for this inheritance tax campaign was Uncovering Value, so during the discovery session, we examined how ‘uncovering’ could turn into something we could express creatively, like The Excitement of Discovery and Exploring New Grounds. I then gathered a few visuals to support each of those two ‘titles’ and created a mood board that I talked about with the rest of the team.
The visual with the lines of a map was the one that stood up the most, so I took that idea further, starting by making the connection between the definition of topography and the themes of the campaign, and showing how topographic maps could be used as the main creative for the campaign.
The next step was to take some of the visuals on the Miro board and start creating mock-ups, adding copy and experimenting with the layout, as well as different styles of illustrations. I also used some of the designs to show how the landing page of the campaign could look like.
