Preserve Protect Play Campaign
I created a campaign that succinctly embodied the long-standing philanthropic relationship between Eddie Bauer and American Forests. This boiling down of the relationship into the words “Preserve Protect Play” was needed so that customers could quickly make the decision to donate at checkout. This campaign was so successful it’s still used at online checkout and at cash wraps in store, it’s also used as a phrase on many different products.
Challenges
Crafting a tagline that succinctly communicated the essence of the partnership between Eddie Bauer and American Forest posed a significant challenge. The goal was to encapsulate the unique relationship, values, and shared mission of both entities within a few words. Achieving this balance required thorough research and an in-depth understanding of the core aspects that defined the collaboration.
Eddie Bauer and American Forest each brought their own brand nuances and audience expectations to the table. Ensuring that the designed campaign resonated with the diverse customer bases of both entities required a delicate balancing act. Overcoming this challenge involved meticulous attention to detail, where the design had to strike a chord with both sets of stakeholders without diluting the unique identity of either brand.
My Approach
Research what makes the relationship so special, what successes and challenges both companies have encountered during the partnership.
I engaged in a creative brainstorming process, jotting down every word that came to mind when contemplating this partnership. This comprehensive word list served as a foundation for developing a design that encapsulates the diverse facets and emotions associated with the collaboration.
Drawing inspiration from the outdoors, I worked on the development of artwork that reflects the beauty and authenticity found in nature but was generic enough to be used across the US and internationally. This approach infuses the design with a sense of organic harmony, aligning it with the inherent qualities that make the partnership special.
Results
The campaign and artwork I developed continue to leave a lasting impression, with a consistent presence on cash wraps and online checkout platforms. Their enduring use underscores the effectiveness of the design in capturing and maintaining audience attention.
The products associated with the campaign still prominently feature the originally crafted phrase. This sustained integration not only showcases the longevity of the design's relevance but also highlights the enduring connection between the products and the messaging strategy.
