Rogue Point-of-Sale Campaign
Challenges
Rogue’s main convenience store point of sale needed to be updated. The brand’s website had just been redone so, to create a connection between the digital and physical brand, I used the same color palette and typography. I collaborated with a Senior Art Director and the Creative Director to create multiple pieces of point of sale for the roll out.
Poster
Process
When we first started doing research for this project, Rogue’s website had been finalized and produced. I used the homepage to get an idea for what was already created surrounding the brand digitally. Fortunately, an agency had created some dynamic product shots to be displayed on the website, and they were particularly engaging for point-of-sale. For copy at the time, the Brand team really wanted to push Rogue’s campaign slogan “Any Way You Want”. As the process moved forward, it became apparent that the brand tagline “Nicotine on Demand” resonated more in focus groups conducted by a third part. Through internal meetings and reviews with the Brand team, we also created visual assets to match some elements on the website, including a simple opaque logo pattern.
Packaging Interlude
You may notice looking through the visual roughs above that the product packaging changes as the process moved forward. This is because Sales found that, when our packaging for the Lozenge and Tablet formats were displayed on shelf, they took up less shelf space than their Pouch and Gum format counterparts. We were tasked with coming up with a packaging design for a carton to go outside of the tin the product was inside. My proposal is seen here. It was not chosen, but the method for mocking it up was used to work the design that was chosen into visual roughs and keep the process moving forward. In the end, it was chosen to hold off on producing point-of-sale with mockups but, were able to get a rough estimate of how much room the product would take up on different pieces of point-of-sale.
Counter Mat
Outdoor Sign
Pump Topper
Rogue Mobile Marketing Unit
Challenges
Rogue wanted a more impactful space at some of the events that they are going to this year and for years to come. I collaborated with a Senior Art Director, an Associate Creative Director, and the Creative Director to develop graphics for the trailer that had a little more energy than the point of sale for the event space.
Concept Mockup
Process
Throughout the design process, I worked closely with the designer on staff with the engineers producing the mobile marketing trailer. We identified key areas that would pose problems for our warnings. For example, when the trailer is on the road it is closed up and the warning is not obscured. But when it is open, the doors that open up to create more space inside the trailer couldn’t cut off a warning. We had to measure the space the doors took up, and use only that space to advertise product on the side of the trailer. We also had our new outer cartons photographed and used them here to create more impressions on consumers about our new packaging.
Exterior Template Files
Informational Kiosk & Digital Connection
Inside we filled the rest of the panels with visuals from the brand, product photography and information on each product type including flavors, milligram strengths available in each format, and format attributes, such as length of time a product could be enjoyed. We also put QR codes next to each product so that, when scanned, a QR code would take a user to a particular product page. We also were informed during the design process about TV placement on the interior panels by the Brand Team. We were able to avoid last minute design changes by planning the space accordingly.
Interior Template Files & Crowd Control Barricades
Trailer at an event
Impressions
The Rogue Mobile Marketing Unit went to 13 shows across the country, saw around 95,000 consumers, and pushed 30,000 consumers to our website.
Rogue Event Tent
Challenges
Since some events don’t allow enough space for a whole trailer, Rogue has to be nimble. I was asked to design an event tent that incorporated the same style graphics as the Mobile Marketing Unit to retain consistency across all event activations.
Rogue Digital Assets
Website Headers
Rogue’s website needed header images to call out their various sales and special offers. We leaned into various formats flavor queues, as well as leaning on our partnership with Brendan Schaub, to create colorful and energetic pieces to draw the user in.
Emails
Rogue also needed email support for a multitude of product offerings, consumer education and new products to send to its subscriber base.
