“Share The Love” Campaign Concept & Design

Paddle Sports Center is a year-round access point to fun along the Santa Barbara, California coastline.

The challenge:

Create an advertising campaign concept for print, digital, and mobile marketing that focuses on the gear-sharing memberships available at both Santa Barbara and Goleta Paddle Sports Center locations. Include templates and guidelines for final implementation through DECO Marketing Agency.

The solution:

A youthful, family-friendly beach culture campaign inviting all to “Share The Love”.

Visuals amplify beach colors at sunrise and sunset–the times of day when the water is most calm and enjoyable by surfers, kayakers, and stand up paddle boarders. Typographic style is vertically compressed, allowing for maximum type size and white space. Two locations are easily identified by complimentary colors within the body. Digital campaign and email marketing expands on color blocking, image toning, and bold typography to break up vertical spaces while remaining cohesive with print ads. Icon element is enlarged to focus on the artistry of curling kelp strands that forest the ocean floor, sometimes just feet past the breakwater.

The skills:

Photoshop, Illustrator, InDesign