UX EXPO - 2022
ADVERTISING CAMPAIGN
Graphic Design | Visual Identity
This case study explores the process, challenges, and strategies involved in creating a campaign that successfully captured Tracfone’s culture while supporting a seamless transition for its employees.
Problem Statement
In a post pandemic era, Tracfone employees returned to the office. Each team was invited to present the projects and products that reflected the outcomes of the past few months. This supposed to create a valuable opportunity to reconnect, share updates, and celebrate the progress made during the remote work period.
Design Problem
To help ease the return and boost morale, the goal was to design an advertising campaign that would celebrate the return to the office, foster excitement, and reignite the sense of community and collaboration.
Overview
In 2020, the COVID-19 pandemic forced companies worldwide to adapt to remote work, and Tracfone was no exception. After months of working from home, employees had become accustomed to the flexibility and comfort of remote work. As the company prepared for a full return to the office, it became clear that re-engaging employees and reigniting a sense of community would be a challenge. Tracfone needed a creative and impactful solution to welcome employees back, celebrate the return to in-person work, and rekindle the company’s collaborative spirit.
The challenge was to create a compelling, engaging, and memorable campaign that would inspire employees to look forward to returning to the office and reignite the spirit of teamwork.
Steps followed for the Design Process:
Results
Increased Employee Engagement: Employees show greater enthusiasm for returning to the office, engaging with the campaign materials, and participating in the events.
Improved Morale and Company Culture: Positive feedback from employees about the welcoming and inclusive tone of the campaign.
Successful Event Attendance: The event celebrating the return to the office sees a high turnout, with employees eager to reconnect and catch up with their colleagues.
Design Process
1. Define Campaign Objectives
We set clear on the many aspects that where making relevant this event.
Re-engage Employees
Celebrate the Return to the Office
Boost Employee Morale
Promote Company Culture
Encourage Team Collaboration
Communicate Health and Safety Measures
Increase Attendance at Return-to-Office Events
Strengthen Employee Loyalty and Retention
Align Employee Expectations
2. Understad the audience
At the time, many were uncertain about returning to the office, especially with masks still being optional. However, the overall sentiment was clear: everyone wanted to participate and create a meaningful, inclusive gathering. All the teams were invited to join. This meant the message had to resonate with a diverse audience—one that included individuals from multiple backgrounds, nationalities, and experiences. While I can’t pinpoint an exact age range, I can confidently say there was a rich diversity of nationalities in the room, with a predominant mix of Hispanic - Latin and American cultures. Most of the participants were inmerse in the user experience and Design environment.
3. Develop Key Messages
The messages have to be clear and emphasize the benefits of returning to the office, such as collaboration, team spirit, and shared experiences. Additionally, they should highlight the company’s support in making the transition smooth and exciting for employees.
4. Creative Concept Development
During the exploration phase, we selected creative concepts that aligned with the company’s culture. We moved from the idea of a microphone, symbolizing the voice of every individual, to a coffee cup, a beloved beverage within the Tracfone community.
The proposal in general wanted to be bold, clear, and visually engaging, ensuring consistency across all channels by using a new fresh signature colors, high contrast between the fonts to be used and minimalist illustration style.
COLOR
TYPOGRAPHY
Most of the components on the Microsoft SWAY platform are already predeterminate. The challenge was to maximize the usage of these and adapt it to a desired result.
LOGOTYPE
POSTERS (exloration, first drafts)
Below are the initial ideas that helped pave the way toward the final design, with different color schemes used to visualize and refine the results.
5. Pilot and Feedback
During the ideation process, the solutions presented received strong acceptance. Most of the individuals consulted shared that they felt represented by the call and expressed a sense of engagement with both the messages and the way they were crafted.
One of the direct suggestions was to eliminate the microphone and instead include a visible flowchart on the main poster, along with additional elements that could directly reference the actions of other teams.
ILLUSTRATIONS (visual support)
Illustrations are always a great way to emphasize actions and core values for each team. To streamline the production process, I decided to use pre-made assets. For this, I found Blush to be especially helpful, offering a wide range of options. During my search, I came across the stylish, flat, and minimalist doodles by Karthik Srinivas, which I absolutely loved. You can explore more in the Tech Life Collection for further details.
These geometric elements were thoughtfully integrated, ensuring a cohesive and harmonious visual experience that complemented the overall design aesthetic. By using consistent shapes, angles, and patterns, the different atmospheres were enhanced, further elevating the storytelling and visual impact of the illustration.
DIGITAL BACKGROUNDS
For those who lived far from the headquarters or continued working virtually, we created multiple personalized backgrounds based on a template.
6. Design Assets
To effectively communicate the campaign’s message, we created a variety of materials, including posters, digital banners and email templates. Each piece was designed to be bold, clear, and visually engaging, ensuring consistency across all channels.
POSTERS / DIGITAL BANNERS
Below are the final concepts. The original messages serve as taglines, capturing and emphasizing the spirit of the event.
T-SHIRT (apparel)
Although these applications were not implemented, I was excited to present and showcase them as part of the campaign. Ideally, each tagline could be adapted to a variety of products, serving as swag and memorabilia.
7. Launch and Promote
EMAIL INVITATION
As part of our initiative to foster active communication with employees, we designed an official invitation that effectively conveyed key details to ensure the event's success. This invitation was distributed digitally via the company intranet and regular email communications.
I found the Microsoft Sway platform particularly valuable for streamlining direct communication. A significant aspect of the UX process involved tailoring the invitation’s content to fit the diverse templates available on the platform, ensuring a seamless and engaging experience.
