Build on the Annual Story
Use the annual report as a starting point for continued engagement.
Art/Creative Direction
ASCD Engagement Campaign
ASCD Creative
Challenge
ASCD wanted to extend its annual-report story by inviting customers and constituents to share why they chose the organization.
Creative Strategy
The campaign shifted the annual report from a one-way account toward an invitation to participate. Digital design and social media created places for individual stories to contribute to the broader brand narrative.
My Role
Art Direction and Design, including UX/UI, concept development, and social creative.
Collaborators
Senior Creative Director: Gary Bloom. ASCD Creative.
The Approach
Insight into ideas.
Ideas into experience.
Invite Participation
Frame the campaign around people’s reasons for choosing ASCD.
Connect the Channels
Carry the invitation across the digital experience and social media.
Selected Creative
A closer look
at the work.
The Result
Creative with
a clear purpose.
The project delivered an engagement campaign connecting the annual report with constituent storytelling.