The Problem: Our community was still grappling with COVID and how to interact virtually and feel the togetherness of a community. Nothing brings people together like food, so my client wanted to develop a virtual dining campaign that allowed people to cook “together” again.
The Solution: The goal of this initiative was to bring the Pitt community together during the pandemic. With this in mind, I created digital graphics and posters that represented the joy of cooking…and eating!
Strategies: The QR code was added because I wanted it to be easy for people to access more information and sign ups. The QR code was removed for digital graphics and replaced with a bitly link. Because the audience was more than our students, I incorporated colors from the University’s accent palette, using its primary colors at a minimum. Additionally, I used a variety of foods, all of which could all be made vegetarian and vegan.
Accessibility: Text is either on a solid background or utilizes a white drop shadow or black outline. Colors are contrasting with black and white and pops of color.
Challenges: Creating a design that worked both on digital screens and print media on a variety of sizes.
Results: The campaign improved the overall brand perception of the dining department and allowed students and locals to connect with the dining department through action.
What I Learned: If I were doing this project again, I would require stakeholders to choose the meal before we begin branding. I believe if we have a meal picked out, we could have gotten our audience more excited about the process.
Tools Used: InDesign, Photoshop