HDOA, The Global Produce & Floral Show Ad

Research

• No set brand standards
• High res and updated photography lacking

HDOA’s Market Development Branch did not have established or consistent brand standards. Past marketing collateral was done by either third party design agencies, or by inhouse team members without formal design training. Before coming up with design concepts, I looked at some of their past assets that had been created for their Specialty Crops of Hawai’i program, which was being advertised at the trade show. 

Many of the past design files could not be tracked down, so it was difficult to identify fonts and photography that was used. Their photography library lacked either high res or recent photography.

Ad concept 1

Ad concept 3

Strategy and Solution

• Find fonts similar to ones used on older assets 
• Establish new fonts as consistent brand standards
• Create a more contemporary feel
• Emphasis on photography

To create brand standards for this asset that could then be scaled to future assets, I started out by finding fonts similar to the ones being used. I didn’t want to deviate too far from the look and feel of the font choices used in the past.  

I wanted to create a more contemporary feel for this ad, one that could also be scaled to other marketing assets. Since the team did not want a lot of copy, the emphasis was placed on the photography and showcasing some of the Hawai’i grown products that would be at the trade show booth. 

I thought the ad should have an addition function, besides directing attendees to the booth, so I added a QR code that would direct attendees to the Market Development Branch website. 

Result

A simple, vibrant ad with the main call-to-action of “Visit us at booth BC 501” was designed to grab people’s attention and showcase Hawai’i agriculture. Added functionality of a QR code, along with best practices of displaying the department logo and legal disclosures added a sense of professionalism.