Breakdown

When designing a campaign site (sub-site) for the hypothetical concept brand, Blank, consideration towards future iterations of campaigns, products, and messages had to be taken. The resulting site is capable of being repurposed and adopted to the brand's needs. The design of the site aims to create moments or pauses within the user's interactions.

The conceptualized campaign plays off of the brand's name and takes inspiration from fill-in-the-blank activities. By participating in various activities, users are able to define ordinary objects or themes in a global perspective that is both meaningful to them and relatable to the brand. The goal of the campaign is to create a public outlet for expression, while connecting to consumers.

The 2017 spring campaign, "I am ____." is used as an example for how the campaign and site can function.