Develop and execute a follow-up to 2021’s wildly successful ‘Block Party’ campaign. The 2022 iteration of the campaign, ‘Simplify Your Summer’, needed an updated design direction as it needed to feature the company’s new branding. The goal of the campaign was to grow adoption for the mobile app in key cities across North America.

The primary job to be done for this campaign was to develop and execute a refreshed campaign design that aligned with the company’s new branding. To achieve this, I analyzed the key design elements that contributed to the success of the company’s previous summer campaign–this information helped give direction to this campaign’s designs. I also conducted market research to understand the current industry standards.

This was the first marketing campaign PayByPhone would launch with its new branding, and they gave me a lot of room to innovate. 

To create the visual identity for ‘Simplify Your Summer’ I drew inspiration from the successful design hierarchy I used in the ‘Block Party’ campaign. With this foundation in place, I worked on implementing the new brand guidelines and branded elements throughout the designs.

Build from the success of the previous year's ‘Block Party’ campaign, while still ensuring the campaign's visual identity was unique and on brand.

Use the new brand guidelines for the first time in a campaign.

Ensure the campaign direction was effective and engaging for the 3 target audiences.

Despite not having the same impact as the ‘Block Party’ campaign, this campaign helped them achieve adoption goals in the campaign's target regions. It was also celebrated by the parking industry, earning a marketing award for creativity and effectiveness from the International Parking & Mobility Institute.