IDENTITY, CAMPAIGN & WEB: MOTOESCAPE - LAUNCH

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Design Manager / Art Director. Design of promotional pieces for the European and American launch of the Motorcycle Tour Services (MTS) Moto Escape Tours and Rentals:

Successfully delivered the brand character, look & feel, logo, voice and creative copywriting, design of brochures, posters, banners, stationery, as well as UX/UI & visual web design and initial development.

Type and size of client:

Private Startup with Venezuelan, Spanish and US financing, based in Madrid and Barcelona, Spain.

Role and responsibilities:

Strategic Planning / Art Director / Designer.

Project planning, strategic planning, creation, and design for the brand, as well as the promotional content, graphic, audiovisual, website design and environmental media, leading to the launch and maintenance of the promotion campaign for the MTS.

Scope of the Project:

Phase 1.- PROJECT PLANNING

a. Establish the justification, assumption, strategic objectives, and specific goals of the project to promote and define the problem/s to be addressed.

b. Define the target audience to which the promotion project is directed.

c. Ethnography: Know the characteristics of the target audience in terms of their culture, behaviors, interests, and attitudes. through competitive research, observation, personal interviews, focus groups, questionnaires, and surveys.

d. Know the existing opposition - (what makes the target audience prefer the competition).

Phase 2.- CREATION

a. Project Brief

The project brief is a basic working document in which all the information considered necessary for the execution of the promotion plan is reflected in writing.

b. Develop the Basic Creative Proposal.

In the Basic Creative Proposal, the benefits of the MTS (both rational and emotional) on which the promotion should operate must be identified.

c. Elaborate the Message and the "Brand Statement".

The development of the "Brand Statement" is fundamental because it is the one that reaches the target audience and, above all, the one that will allow us to achieve our objectives.

d. Create the Brand,

Phase 3.- IMPLEMENTATION

1. Communications

a. Design of the Identity and Uses Manual for the Brand (digital).

b. Development of Image Bank (digital) necessary for the execution of this proposal (NOTE: does not include production or postproduction of photographs or illustrations).

c. Informative leaflet for press and other media.

2. Outdoor Advertising

a. Poster Design (digital final art)

b. Design of banners (digital final art)

3. Promotional

a. Triptych design (digital final art)

b. Flyer design (digital final art)

c. Interactive presentation design (digital .pptx)

d. Design of promotional items (digital final artwork)

4. Direct Marketing

a. Banner design for e-mail (digital final art)

5. Internet

a. Website design: UX, UI/visual, interfaces and graphic elements.

b. Web site development and programming:

NOTE: Late into the project, the project owner decided to limit the size of the website assets (originally to be executed by external company) , and finally I executed the development using WIX.

WEBSITE: http://www.tumotoescape.com