I was assigned to re-create a concept and rebrand a hypothetical campaign for print and social media to celebrate Pantone’s milestone of accumulating one million followers on Instagram.
When I think about Pantone, I think about telling a story through color. I used the iconic Pantone color card as one of the main elements to create a narrative. I really wanted to put emphasis on the number “one million” and incorporate color in a playful way. I chose to do this by showcasing photos of abundance in the form of different subject matter that could fit into a celebratory theme. I decided that I wanted to extract the most relevant colors from each photo by pixelating them within the frame or outside of it so that color can also be celebrated simultaneously alongside of their milestone.
In order to avoid too much uniformity and repetition but still create consistency and cohesion, I chose to alternate the pixels from the framed subject matter to the background as well as the reverse. I think this design really lends itself to the campaign theme because when the photo itself isn’t being framed, the color palette is the focal point, while when the pixels are in the background, the photo is the focal point which creates an on-brand, fun, and unique dynamic aligned with both the company and the theme. In the mock-up of the posters, I selected the four most celebratory imagery to really emphasize the exciting milestone of accumulating one million followers. Strategically, I felt that it might be a fun way to build up to the “one million followers” post on social media by leading up to it with the other related imagery and keeping their followers entertained but also in anticipation and wondering what might come next.
