I’m drawn to advertising strategy because it’s the backbone of every successful campaign. Strategy is where creativity meets logic. It’s about understanding the audience, analyzing market trends, and crafting a plan that ensures ads don’t just look good, but also achieve real results.
A great strategy connects a brand’s goals with consumer needs, turning insights into action. From researching competitors to identifying the perfect media channels, strategy is what makes an ad effective. It’s like putting together a puzzle, ensuring every piece works together to create impact.
Tide Creative Brief
I developed a creative brief for Tide’s eco-friendly product line, blending strategic thinking with storytelling. I view the creative brief as a tool that must be clear, inspiring, and insightful, guiding the team toward innovative and effective advertising solutions.
UF Hockey Brand Guidelines
I developed a comprehensive set of branding guidelines for the University of Florida Club Hockey team to strengthen their visual identity and create consistency across all communications. These guidelines outline the team’s core brand elements, including logo usage, color palettes, typography, and tone of voice to ensure every piece of media reflects the team’s competitive, energetic, and unified spirit.
By creating these guidelines, I aimed to give the team a strong, professional identity that supports recruiting efforts, boosts fan engagement, and elevates the overall presence of UF Club Hockey.
Calista Saunders 