Laptop on white desk displaying a webpage titled Simplify Your Summer with a focus on San Francisco, featuring navigation buttons for Seattle, San Francisco, and Miami.

Simplify Your Summer

Award-winning
Campaign Branding
Social Media Assets
Landing Pages

Overview

Building on the success of PayByPhone’s ‘Block Party’ campaign, I developed and executed the creative vision for a second ‘support local’ campaign. The goal of ‘Simplify Your Summer’ was to grow adoption for their mobile app. Notably, this was the first campaign to be launched with the company’s new branding. 

The campaign was met with resounding success, earning a marketing award for creativity and effectiveness from the International Parking & Mobility Institute.

Objective

Develop and execute a follow-up to 2021’s wildly successful ‘Block Party’ campaign. The 2022 iteration of the campaign, ‘Simplify Your Summer’, needed an updated design direction as it needed to feature the company’s new branding. The goal of the campaign was to grow adoption for the mobile app in key cities across North America.

Key results

Earned an Award of Merit for Marketing & Communications  
Brought more awareness in key client cities and helped develop client relationships
Encouraged brand developement outside the normal standards

Research

The primary job to be done for this campaign was to develop and execute a refreshed campaign design that aligned with the company’s new branding. To achieve this, I analyzed the key design elements that contributed to the success of the company’s previous summer campaign–this information helped give direction to this campaign’s designs. I also conducted market research to understand the current industry standards.

Instagram post on a phone showing a PayByPhone Block Party giveaway with instructions to like, save, follow, and tag local businesses to win a gift card bundle from various local brands.Laptop displaying PayByPhone app advertisement promoting parking with no coins, text reminders, and remote time addition.

Ideation

This was the first marketing campaign PayByPhone would launch with its new branding, and they gave me a lot of room to innovate. 

To create the visual identity for ‘Simplify Your Summer’ I drew inspiration from the successful design hierarchy I used in the ‘Block Party’ campaign. With this foundation in place, I worked on implementing the new brand guidelines and branded elements throughout the designs.

Challenges

  1. Build from the success of the previous year's ‘Block Party’ campaign, while still ensuring the campaign's visual identity was unique and on brand.
  2. Use the new brand guidelines for the first time in a campaign.
  3. Ensure the campaign direction was effective and engaging for the 3 target audiences.

Final results

Despite not having the same impact as the ‘Block Party’ campaign, this campaign helped them achieve adoption goals in the campaign's target regions. It was also celebrated by the parking industry, earning a marketing award for creativity and effectiveness from the International Parking & Mobility Institute.

Instagram post on a smartphone screen promoting a San Francisco summer giveaway by PayByPhone with instructions to like, tag friends, and share to enter.
Laptop on a white desk displaying a webpage with 'Simplify Your Summer' text and aerial and tourist photos of San Francisco.
Laptop displaying a webpage titled 'Win Big with PayByPhone' offering a chance to win San Francisco C3 CityPASS bundles featuring California Academy of Sciences and Aquarium of the Bay.
Laptop on a white desk displaying a webpage titled 'How to Enter' for a summer giveaway with steps to follow Instagram, tag friends, and share the post.
Laptop on white desk displaying PayByPhone app webpage promoting parking with features like no coins required, text reminders, and adding time remotely.

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