2020 annual planner launch
Led the creative direction for Passion Planner’s release of Dated planners. To signify the collaborative efforts of the non-profit organizations and illustrators that went into each planner type, we incorporated related design elements, both digitally and traditionally. The campaign color themes were based on the three planner covers— light pink, sunflower yellow, and forest green.
This annual campaign was our biggest launch in 2020 and was largely a result of the two creative systems that I implemented at Passion Planner.
The first is the creation of the Cover Design Team, which allowed a specialized team of creatives to work with freelance artists and collaborate with the Product Development Team for more extensive research on planner cover colors and materials. Prior to this team, we were reusing three designs for four years and were basing cover design colors on unreliable polls. This campaign was monumental in the company’s history because it was our first line of products collaborating with freelance artists and having intentional planner cover sets.
Rough vector illustrations for the 2020 Mighty Yellow Dated Passion Planner. Vectors by freelance illustrator, Elizabeth Martinez.
The second creative system I invented is the photo editing package, which gave in-house creative employees instructions on how to create professional, on-brand photo assets. Prior to this, photographers and editors would shoot and manipulate photos without any concrete guidance, resulting in less cohesive batches of content. This package helped unify all creative assets in the marketing department.
Our marketing goals for this campaign were community related. Not only did we hire independent/freelance artists for this round of products, but we dedicated every planner to a cause. For each limited edition Passion Planner purchased, $1 was donated to support their respective non-profit organizations. Brilliant Blush was paired with Malala Fund, Mighty Yellow with Pencils Of Promise, and Forest Green with American Forests.
Responsibilities: Creative direction, product development, and photography