Sweet Life.
This is a fictional campaign that I created for Sweet Life, a local patisserie here in Eugene Oregon. This project came from a class I took in the Fall of 2024 called Writing Design Concepts. The class focused heavily on the entire concept development process, and challenged me to choose a brand I care about and create a creative campaign for them from start to finish.
I found this project to be very rewarding because I was able to choose a local small business that I personally frequent, and that holds a lot of special memories for me. The project was completely individual, which allowed me to get familiar with the process of creating a campaign from beginning to end. This project also emphasized the ideation process and really pushed me to fully flush out my ideas and direction.
My goal with the direction I went in was to spread awareness about Sweet Life to students at the University of Oregon. I decided that this was a market the business should be attempting to tap into, considering that the majority of their customer base is Eugene locals, not college students. Sweet Life is located close to campus, open late, and affordable on a student’s budget, making it the perfect combination for that market.
I also decided to focus heavily the key artwork for this campaign being print based, creating posters as well as stickers. Posters put up around campus can get a lot of eyes on them if they are displayed in areas with a heavy foot traffic. Free stickers also do a lot of heavy lifting in terms of awareness, if the designs are appealing they’ll be stuck on anything and everything. A print budget also works much better with the limitations of advertising for a small business than something like a billboard or sponsored posts. Overall I am really happy with the designs I created in the aims of spreading awareness, and I think that they are successful in that goal.
To see the presentation I created and some of my process along the way please see below.
My Process
These graphics come from the process of creating this campaign, and were all essential parts on the road to the final result. Before this project I had not really made iterations of my work before, only designing from start to finish on the same page and deleting as I went.
This time around I learned the benefits of trying ideas even if they were not perfect the first time, and saving the designs that did not work to reference later.
This project also taught me that finding layouts that work for your designs is often simpler if done with a pencil and paper. I drew out a multitude of iterations to see what worked and what didn’t, and it made tackling the layouts in InDesign much easier to approach.
This project also made me realize that it’s good to ask for help and gather feedback from outside perspectives. Sometime’s the only way to figure out what is working with a design is to ask someone else’s opinion.
