Visual Branding - Web Design - AI Generative Art - Event Marketing - Paid Advertising - PR Gifting - Book Layout - Presentation Design
Wilson Sporting Goods Campaign
As a Graphic Designer at MOJO AD, a student-staffed advertising agency, I led the design process for an integrated campaign for Wilson Sporting Goods. Working with a hand-picked team, I crafted various elements such as website designs, event marketing visuals, our plan book, and the final presentation. Each piece underwent multiple drafts, benefiting from critiques by our industry-expert professors.
This 16-week capstone class was challenging, yet rewarding. It pushed me to my limits, fueled my passion for the industry, and allowed me to further develop my skills in design while becoming a more effective team player. Explore below:
The Big Idea: Wilson Life
Wilson Life is an elevated, apparel-exclusive subset of the Wilson brand. This awareness campaign will separate Wilson’s apparel in the minds of our consumers, who may not be athletes but embody that same active pursuit of excellence.
This campaign aspires to establish Wilson as a lifestyle brand, portraying it as a hallmark of exclusivity and exceptional quality beyond mere products. It accentuates Wilson's reputable and empowering brand persona, encouraging Deliberate Actives (our target audience) to adopt the high-achieving Wilson lifestyle through their apparel choices.
The Wilson Crest (left) allows Wilson’s apparel to take on its own distinct identity and serves as a distinguished badge for the brand.
As a landing page for our campaign, we built out a Wilson Life website addition, another tab to live within the existing Wilson website.
Viewers can shop directly from creators’ posts via our website’s UGC feed.
Wilson Life Membership Program
As Wilson Life members progress through the tiers, they can unlock access to the virtual storefront, exclusive apparel and exclusive events.
Virtual Storefront
Wilson Life members will be able to move throughout the storefront and unlock new benefits as they progress. Using a culmination of AI (Adobe Firefly) and Photoshop, we were able to create these mock-ups.
College Ambassador Program
The Wilson Life College Ambassador Program offers practical experience, valuable connections and comprehensive training through events and content initiatives. It sets students on the path to success and ties Wilson apparel to that path.
Paid Advertising
PR Gifting
We will send products to 50 influencers during the back-to-school season, and 50 during the holiday season, all to keep Wilson top of mind during these heavy spending periods.
Event Marketing
Introducing: the Hall of Wilson. We wanted to build a distinguished event that would intrigue our audience, connect with their aspirations and solidify Wilson Life’s elevated, meaningful brand image. Below is a mock-up of the event at the West Side Tennis Club in New York, along with displays, a floor plan, and other branded elements.
Campaign Pitch to Wilson's Marketing Directors
I designed the comprehensive 121-slide Keynote presentation for our pitch to Wilson's marketing board, ensuring each slide was carefully crafted. We dedicated significant effort to memorizing our lines for the 25-minute pitch and successfully navigated the Q&A session, which you can explore in our recorded Zoom presentation by clicking the link above.
Plan Book
We were tasked to craft a comprehensive 32-page plan book, encapsulating our entire campaign from research to execution strategies. Our Art Director, Audrey Badgerow, and I joined forces to create this beautiful book.
Virtual Storefront explained (above); budget explained (bottom)