CRAYOLA COLOR-CYCLE CAMPAIGN

In this student project, Crayola is partnering with Target to promote their marker recycling program called Crayola Color-Cycle. This program furthers Crayola’s efforts towards promoting sustainability and being responsible for the waste that is created from their products. a campaign embodying the tagline, “Markers reborn in new forms”, will be created, communicating the recycling and repurposing aspect of the program while encouraging creativity and experimentation, two things synonymous with Crayola. The campaign will surround the creation of 3D animorphic characters as a vehicle to incentivize children to recycle and be carried out through social media advertising, in-person application, and augmented-reality through Adobe Aero.

In-Depth

The overall campaign branding reflects the playful nature of the Crayola Brand in its bright primary and secondary color choices and playful typography. The campaign uses a new wordmark to brand itself with the Target collaboration. This wordmark incorporates this colorful aspect and introduces playful dynamic elements with its rotated orientation and modified ascenders and tails. The wordmark keeps a page split aspect to frame the contents of the collateral within the document, stopping the viewer eye from leaving.

Addressing the characters, taking inspiration from organic sources and organic architecture was important in promoting the idea of sustainability and referencing the earth. These characters appear in many forms and orientations and allow the child to put their own narrative onto the characters. They also serve as recognizable mascots that will standout as being uniquely Crayola with bright colors. The AR application/game will act as a partner to the program and integrate the mascots used in the Color-Cycle program with the game.