Paravel
Influenced by the captivating aesthetic of Wes Anderson and the irresistible charm of wanderlust, Paravel set out on a mission to awaken a sense of whimsy in globetrotters across the globe. Our endeavors encompassed a diverse range of initiatives, from engaging social media campaigns and compelling email marketing strategies to captivating video campaigns and beyond.
Year
2019-2020
Role
Visual Designer, UX/UI Designer, Photo Editor
Tools
Adobe Creative Suite, Sketch
Project
Explore New York Campaign
Embracing Wes Anderson's whimsical vision, we infused New York with excitement and creativity. Teaming up with Decade, a New York based marketing agency, we crafted a captivating and immersive campaign celebrating the city's unique charm and energy. From striking transit billboards to captivating digital ads across city screens, our initiative evoked a sense of joy and wonder among the audience through a seamless blend of Anderson's distinctive aesthetic with the vibrant essence of New York.
Time
1 month
Role
Visual Designer
Tools
Adobe Creative Suite
Research
As I studied competitors like Away, Beis, and Calpak, I noticed the unique core of their branding. I also looked closely at their brand storytelling, the smart way they ran their online ads, and how well they used social media.
Findings
Distinct branding allows companies to set themselves apart in crowded markets
A focus on visual storytelling to captivate audiences and create strong emotional connections
Attention to branding components such as logos, colors, and fonts to contribute to a cohesive and memorable brand identity that resonates with consumers
Transit Campaign
Transforming Transit with Whimsical Inspiration
In a bold debut, we captivated commuters by infusing whimsy into their daily transit experience. Our takeover of Grand Central and Metro North transit was nothing short of sensational, as we adorned turnstiles, subway digital ads, tiled walls, and more with enchanting displays. Our aim was to ignite inspiration and encourage people to embrace a more whimsical perspective during their New York City commute, urging them to discover the state of New York through fresh and imaginative eyes.
Learnings
• Creating an "Instagram-worthy" design pulls in consumers and allows for online engagement
• Immersive experience makes customers feel apart of the brand
• "Buzzworthy" takeover is easy to put media behind
• Having a niche and recognizable aesthetic that stands out in a industry allows you to stand apart
