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campaign 2# - CASE CUTTING 101

CASE CUTTING 101 | RCA 2021/2022
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Created in Adobe Illustrator, Adobe Photoshop, Adobe Indesign, Adobe After Effects

Concept Creation and Branding Guidelines

The first major campaign that is marketed repeatedly for the Ryerson Consulting Association is for the "What is Consulting" prep event. The event acts as kick-off into the new year's consulting business program and an entry-level event where RCA teaches the basics of consulting. In deciding on a branding image for this specific event, I found inspiration into the concept of a butterfly's evolution. From it's early cacoon stage to it's development into an adult intsect, the blue Morpho butterfly's tropical organism evolves into an iridescent blue winged creature that represents sophistication and grace like it's relative, the Monoarch Butterfly. 

  • The colour scheme was mocked up to include bright and vibrant cobalt blues, various tones and shades of cerulean, navy blues for detail touches and the basic black and white for body copy and text. Further, an aquamarine tone was added to any illustrative character for extra colour interest in the graphics. 

  • The mood and vibe that I was going was for was sleek, contemporary and sophisticated with a touch of futuerisitc flair. By adding deeper tones of blue while contrasting the imagery with a delicate Morpho butterfly, the overall campaign was a fresh perspective for discussing entry-level consulting. Incoproating graphic and shaped elements to backgrounds while also using gradient auras added to the modern and futuristic approach. 

[MORPHO] MOODBOARD - WHAT IS CONSULTING _ RCA __ Ryerson Consulting Association.png

MORPHO: Evolving into Consulting - Campaign Moodboard and Branding Assets

Showcasing the main branding elements and inspiration for the campaign. Created in Adobe Illustrator

  • Moodboard, Combination Logo, Woodmark Logo, Instagram Highlight Cover, Color Scheme

  • I created a detailed video on the Creative Direction of MORPHO via @ryersonconsulting [HERE]

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[MORPHO] HIGHLIGHT COVER - WHAT IS CONSULTING _ RCA __ Ryerson Consulting Association.png

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Instagram Posts 

MORPHO: Evolving into Consulting - Instagram Posts

Created 9 Instagram Posts for the MORPHO: Evolving into Consulting campaign based on the branding image and concept. 

  • All videos, static graphics and captions were created by me as well as scheduled through LATER to be posted at 3PM EST.  

    • Click any post below to see its full resolution and caption!​

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Journal Publish Update Countdown

Instagram Stories

MORPHO: Evolving into Consulting - Instagram Stories

Created 18 Instagram Stories for the MORPHO: Evolving into Consulting campaign based on the branding image and concept. 

  • All videos, static graphics and additional Instagram Story Filters were added and designed by me as well as scheduled through LATER to be posted starting at 12PM EST.  

  • ​Can include teasers, countdowns, aesthetic, educational and interactive stories.
    • Click any IG Story below to see its full resolution and description!

Zoom Backgrounds 

MORPHO: Evolving into Consulting - Zoom Backgrounds

Created 3 Zoom Backgrounds for the MORPHO: Evolving into Consulting campaign based on the branding image and concept. 

  • Zoom Backgrounds were created in Adobe InDesign

  • Created for use of the RCA Team (1), Attendee (2), Speaker (3)​
    • Click any background below to see its full resolution and description!

Presentation Slides

MORPHO: Evolving into Consulting - Presentation Slides

Created _ template presentation slides made for the 13.333-inch by 7.5-inch aspect ratio in 1280 by 720 pixels resolution for the MORPHO: Evolving into Consulting campaign based on the branding image and concept. 

  • Presentation Slides were created in Adobe InDesign and Adobe Illustrator

    • Click any slide below to see its full resolution and description!

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