It's Time For Chelsea

Boosting Local Businesses Through Unified Campaign

Overview

The "It's Time for Chelsea" campaign was initiated by the Greenwich Village Chelsea Chamber of Commerce with the aim of revitalizing local businesses and increasing foot traffic in the Chelsea area. The campaign leveraged the branding colors and framework of the broader "It's Time for NYC" initiative to create a cohesive identity that resonated with both locals and visitors. This case study presents the design and execution of various deliverables that contributed to the success of the campaign.

Role

Digital Designer

Interaction, Visual design, Social Media

Project Goals

  • Unified Campaign Identity: To address the lack of awareness and inconsistent messaging, a unified campaign identity was proposed. By aligning "It's Time for Chelsea" with the broader "It's Time for NYC" campaign, a strong, recognizable visual identity would be established, allowing for effective collaboration among businesses.
  • Strategic Marketing Collaterals: To overcome the digital divide and limited foot traffic, a variety of marketing collaterals were suggested. Instagram posts, ads for the Chelsea Market, LinkNYC kiosks would ensure a multi-channel approach to engage both online and offline audiences.
  • Localized Content: Customized Instagram posts showcasing the unique offerings of individual businesses were recommended. This approach would enable businesses to spotlight their products or services and encourage customers to explore the area.
  • Engaging Kiosk Ads: Engaging and concise ads for LinkNYC kiosks would captivate the attention of passersby, providing essential information about the campaign and its events.

    • The primary goal of the design strategy was to create a seamless visual identity that would seamlessly integrate with the existing "It's Time for NYC" campaign while capturing the unique essence of Chelsea. By using consistent branding elements and colors, the campaign aimed to create a sense of unity across all touchpoints.

    Deliverables

    ITFC Instagram Posts

    A series of visually engaging Instagram posts were designed to promote participating businesses. The posts featured a mix of vibrant images showcasing the diverse offerings of Chelsea businesses, accompanied by concise and impactful captions. Consistent use of campaign colors and typography ensured brand recognition.

    ITFC Chelsea Market Ads

    Ads were crafted for display within the Chelsea Market, targeting both local residents and visitors. The design combined the iconic imagery of Chelsea Market with campaign elements, creating an enticing visual that encouraged foot traffic to the area.

    To expand the campaign's reach, ads were developed for display on LinkNYC kiosks throughout the city. These ads were designed to capture attention in a fast-paced urban environment, providing essential information about the campaign and its offerings.

    Results and Impact

    The "It's Time for Chelsea" campaign successfully increased awareness and foot traffic to local businesses in the Chelsea area. By leveraging the established "It's Time for NYC" branding and unifying design elements, the campaign achieved a strong visual presence across various platforms. The cohesive design strategy facilitated recognition and recall among the target audience, encouraging engagement and participation.

    Some key takeaways from this project are:

  • Consistent Branding Utilizing consistent branding colors and elements across all deliverables is crucial for maintaining a unified campaign identity.
  • Adaptation. Adapting the campaign to various mediums such as social media, physical ads, and websites requires careful consideration of design elements and messaging.
  • Community Engagement. Involving local businesses and stakeholders throughout the design process fosters a sense of ownership and investment in the campaign's success.
  • Impactful Messaging. Captivating captions and concise messaging play a pivotal role in conveying the campaign's objectives and driving engagement.