a r t d i r e c t i o n
MTN DEW® “Boldest Flavors on Earth”
DIGITAL STRATEGY
MTN DEW has always created alternate realities with a variety of unique characters. Can we expand the flavorverse to create a 360 campaign? With deep understanding gof our consumers, competitors and insights, design needs to deliver and lead a true 360 brand activation that could speak consistently through all the touch points. Including Digital, out of home/ads, post/retail, packaging, experience and licensing.
Successful brands with expansive IP libraries leverage:
social and digital platforms
key activations for credibility
influencers and collaborations
In order to build IP and brand equity, we :
implemented licensing beyond merchandise: social brand collaborations, video game development and brand activations in web 3.0;
worked with established copywriters to round character stories and work with animation houses to develop animated visuals (styles of characters, movements, voices, etc.).
Together we can launch with a suite of assets and activations to delight DEW Nation and recruit next generation of consumers.
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FLAVORVERSE BRIEF
Expand and finalize Flavorverse look-and-feel presented in brief into comprehensive set of templates, guidelines and assets for nation-wide distribution that cover printed POS, digital applications, premiums and licensing applications.
Build design strategy guidelines with dedicated toolkits and style guides.
Introduce and flesh out new perm characters.
Create templates for assets that are extremely flexible, based on division/customer team’s prioritization. This includes defined layouts that can be readily implemented; flexible flavor hierarchy; expand flavor toolkit with character artwork, flavor icons, etc.; define shape language for dimensional POS; create communication assets that work for broad as well as local messaging;
For my role, I collaborated with the design and brand team to ideate flavor stories and visuals as we redesigned our permanent flavor lineup. Following this major redesign, I acted as lead designer to flesh out the flavor stories, created templates and guidelines, and finalize a brand flavor toolkit that outlines all brand touchpoints.
