CasE Study: SFGATE
SFGate was relaunching their mobile site and needed a standout ad campaign.
SFGate, the San Francisco Chronicle’s web edition, was getting ready to premiere their new and improved mobile site, and they wanted to get the word out to their key demographic, Bay Area millennials. The challenge: how do you make an announcement about a mobile web redesign riveting? I partnered with a local design studio to find out.
The brief was simple, but coming up with something for a sophisticated and distracted audience was not. I worked closely with the lead designer to define potential directions, sharing ideas and inspiration. We refined those broad concepts into a set of four different ideas, each representing a unique verbal and visual approach. Our client went with a bold campaign that could break through the noise while reflecting a uniquely San Franciscan point of view. The result was a fun and vibrant ad campaign that successfully rolled out across the Bay Area and brought tons of new traffic to SFGate's site.