In February of 2019, the CompuCom marketing department decided to revise and refine the direction of the year’s social ad campaign. This was a design concept that would be applied to all general CompuCom online advertising, whether it be static display ads or animated social media ads.

In 2018 there had been a lot of good social media advertising generated, and while it all fit within the new CompuCom brand standards, it felt like it was still lacking a bit of cohesion. Each product and service had been promoted in separate mini-campaigns, each of which had a unique look and feel. We wanted to tighten up our design approach so that every ad produced throughout 2019 have the same aesthetic, in an effort to strengthen the overall brand awareness.

There were several directions I investigated which explored color schemes, photography treatment, and typography. Ultimately we landed on the duotone photo with magenta and orange gradient overlay, and solid color field backgrounds with thin white icons for animation.