Mural Arts
Project Background:
The Mural Arts creative brief was given to my Temple University Campaigns class. The class was split into teams based on our skill sets and given an RFP from Mural Arts. I was assigned as the lead art director of the group. Not all of the work from the deck was created by me, however, all of the mock-up, as well as the pitch deck, were designed by me. The class's goal was to come up with a campaign that aligned with Mural Arts' objectives, in the hope that they would utilize our strategy for their company. At the end of the semester, we pitched our campaigns to the Mural Arts creative team. My team's pitch actually won the competition, however, they never implemented our ideas.
Company Background:
(Est. 1984) “The Mural Arts Philadelphia (Mural Arts) is the nation’s largest public art program, dedicated to the belief that art ignites change. For 30 years, Mural Arts has united artists and communities through a collaborative process, rooted in the traditions of mural-making, to create art that transforms public spaces and individual lives. Mural Arts engages communities in 60-100 public art projects each year and maintains its growing collection through a restoration initiative.
Campaign Parameters:
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Identify and determine the best tactics to effectively engage with individuals in the Philadelphia community and encourage them to support Mural Arts via a monthly membership
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Create appeals for individuals that include monthly membership which can be offered at various levels
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The campaign should clearly communicate the benefits for individuals to support Mural Arts
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Determine what individuals would want in return for membership (e.g. Insider Newsletter, Member-only FB group, Early Invites to events, etc.)
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Develop creative that engages the target demographic
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Ease of membership process and MA outreach
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Currently, MA does not have any formal procedure for welcoming individuals as ‘first-time members’
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Heavy emphasis should be placed on digital mediums and mobile-first
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Campaign emphasis on diversity and inclusion
Solution:
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Phase I: Awareness
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What is Philadelphia without Mural Arts?
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Create awareness, connection, sympathy
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Phase II: Trust
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Mural Arts is for all
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Highlight action/programs, engagement, perks
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Phase III: Loyalty
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You should support us because we are accessible and cool
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Get them to give Mural Arts money
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Click here to view the Presentation Deck
While the pitch deck thoroughly explains the mock-ups and their use, I wanted to showcase some of the lead creative for the project. Like this mockup for our mural cover-up idea. In order to appreciate all of the beauty the art provides the community, we would cover up the murals only leaving a sliver revealed through the companies logo.
These mockups showcase what the in-transit ads would look like for the campaign. We made sure to utilize other well-known Philly icons and landmarks to really emphasize that Philly wouldn't be the city we know and love without these things and especially Mural Arts.
These mockups illustrate what the digital ads for the campaign would look like. On the left, you have a normal banner ad that matches the in transit ones previously shown. While on the right we have a more condensed ad that would be placed on Pandora and other listening apps that would be accompanied by a verbal script.
These last mockups interpret what the customer content and membership would look like. They include the box for the customer membership as well as some branded items that they could receive in the box. In the top right corner, you can see a mock-up of some content for a customer mailing list.