For the big idea, it started with the headline “Flourish Your Connections,” sketching a visual idea that represented the word “connection,” which included numerous lines connecting, then drew out flowers sprouting from those connected lines to represent it “flourishing.” This idea eventually grew into an overgrowth of connecting vines with the flowers sprouting from them. The main goal was to connect with the target persona and create something that the audience would relate to. Drawing from the target persona’s regional pride, community investment, and love for the arts, we wanted the target to see how this event could benefit them and fit their needs. Each flower included in the campaign is native to Arkansas, not only for a sense of connection from the intertwining vines, but also a connection to the region. In the design, highlighting flowers that are not typically used in floral arrangements pushes for the nighttime botanical, rather than floral, theme and creates more of an elevated feel for the event. 

Deliverables:

• Social graphics

• Guerilla marketing

• Fundraising ideas

• Merchandising