Meraviglie
Enhance the city's Christmas celebrations through digital and print initiatives. We organized the opening ceremony, created promotional materials like brochures and billboards, and managed social media and a website.
Date
November 2022
Role
Web Designer
Research
We began by conducting a detailed analysis of competitor campaigns and past initiatives to identify opportunities for differentiation. Through the Double Diamond framework, we explored various concepts before refining our focus. We also carried out interviews with local shop owners and customers to understand their preferences and needs. By using this data, we created user personas and defined the target audience, including residents, families, and sustainability-conscious shoppers.
Advocating
Protecting the core idea of our initiative was crucial as we collaborated with stakeholders. While feedback from shop owners and participants led to some adjustments, we ensured the essence of the concept remained intact. We slightly modified elements to address concerns without compromising the original vision, maintaining a balance between innovation and practicality.
Execution
The project combined both digital and physical elements. The website, central to the initiative, highlighted events and promotions while allowing seamless updates. To cater to all users, the scratch-and-win game was printed, but linked to the website via QR codes, bridging both online and offline engagement.
Overview
We analyzed competitor campaigns and past initiatives to identify unique differentiation opportunities. Using the Double Diamond framework, we refined our focus and conducted interviews with local shop owners and customers. This informed the creation of user personas and defined our target audience, including residents and sustainability-conscious shoppers.
Advocating
Protecting our core idea was crucial. We incorporated feedback from stakeholders while ensuring the essence of our initiative remained intact. Adjustments were made without compromising the original vision, balancing innovation and practicality.
Prototype
The project combined digital and physical elements. A central website highlighted events and promotions, while a printed scratch-and-win game linked to the site via QR codes enhanced engagement.