The concept.

In an effort to promote Ohio's high quality of life, we created a high visibility, seven spot series running during March Madness. Centering around a fictional support group called N'Ope (New Ohioans Processing Everything), these spots depict the "last straw moments" of characters hailing from big cities, centering Ohio as a "promise land" of sorts where people can come to find bigger lawns, lower taxes, and ultimately, inner healing. The spots were supplemented with an integrated campaign which included a suite of paid/organic social, print and digital OOH, email/podcast assets, and programmatic display banners.

The challenge.

My role as a designer was to create an art direction that could be applied to every visual extension of the campaign. The challenge lied in creating a brand look and feel that felt cohesive to the greater parent brand, JobsOhio, while elevating it to feel fresh and eye-catching for a high-profile, March Madness audience. Through clean/geometric shapes, bold colors, and vibrant photography, we were able to create a brand extension that felt both consistent, yet energetic, exciting, and new.

Through clean/geometric shapes, bold colors, and vibrant photography, we were able to create a brand extension that felt both consistent, yet energetic, exciting, and new.

‍Group Creative Director—Laura Wasson | Creative Director—Elinor Beltrone | Design Director—Rachel Matts | Senior Designers—Matt Reuter and Emma Wood | Senior Copywriters—Laura Munoz and Javier Ortiz | Designers—Emma Gaedje and Elena Anunciado (myself)

Work done for Madwell