The PAC for General Motors (GM PAC) tasks Sagac Public Affairs with crafting an annual campaign combining education and solicitation for donations. In preparation for this campaign, the team brainstorms campaign themes, selecting their strongest ideas to present in a themes presentation to the GM PAC team. These presentations cover the data that drives the ideas, the proposed creative direction of the campaign, as well as proposed copy direction and cadence. During these presentations, I would outline the design philosophy guiding the creative direction options, explain the function of elements within the design concepts, and reinforce the importance of brevity in email communication from a visual and psychological perspective.
Once GM PAC selects a theme direction, the copy team begins to draft the campaign copy while I design the visuals for the campaign. Each design utilizes imagery of GM vehicles from their brand library. I also pull design direction elements from GM marketing materials, creating a visually cohesive experience for the GM employees receiving these communications. Everything follows the GM branding guidelines, including colors, typography, and brand voice, while still providing a dynamic, engaging campaign that informs and encourages potential donors.
