I worked a graphic designer at Road Runner Sports. A chain of 40+ running supply stores located all across the United States. Our team of 20+ people in marketing collaborated to develop multi-channel campaigns.
Above: Here is one of the 40+ stores. The company got its start in selling low-priced running shoes. Today the main attraction of the store is still shoes and the company offers a unique fitting process along with a staff of passionate runners and big brands.
Above: Here are some of the foundational materials that were used as branded standards amongst the design team. One of the major challenges the team faced when I came aboard was a wildly diverse set of secondary colors and a marriage of proprietary and stock photos.
One of the first campaigns I worked on was the Tent Sale.
Above: Sketches made during the kick-off meeting to help get the ball rolling.
Below: Materials from the previous year's campaign. You can see that they leveraged stock illustrations and a few small product shots on the mailer.
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Above: Sketches made during the kick-off meeting to help get the ball rolling.
Below: Materials from the previous year's campaign. You can see that they leveraged stock illustrations and a few small product shots on the mailer.
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Below: The first round of concepting was done with illustration, as requested by the marketing team. I was interested in the idea of illustrating a running shoe.
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Above: Mood board images of illustrated shoes.
Above: Initial sketches of running shoes.
Below: Fonts chosen as an alternative to the branded font that is normally used.
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Below: Fonts chosen as an alternative to the branded font that is normally used.
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Below: Option 1 mockups with illustrated shoes. The CEO asked for bright colors and a shoe that looks generic enough to be from any major brand.
I advocated for the addition of animation in the campaign's social posts, which was received well. The shoes were created in Adobe Illustrator and animated in After Effects.
I advocated for the addition of animation in the campaign's social posts, which was received well. The shoes were created in Adobe Illustrator and animated in After Effects.
Below: Option 2 mockups with photos of shoes rather than illustrations.
Above: Mood board images of photographed shoes. I was very drawn to these ads from Nike that I found. They ultimately served as a wonderful jumping off point for the final artwork.
Above: These are the approved shoe images that I had to work with. It was important to represent several brands and both men and women's color trends.
Above: Option 2 mockups. A google banner ad (on the left) and a static social post (on the right).
Below: The final layout of the 9 X 6 printed postcard mailers. Using the product photo as the hero image and keeping the typography simple and close to the branded fonts in style.
Below: An animation created in After Effects for social media.