Developing the strategy for C+R Research’s ongoing trade show materials with their agency, I was struck by the concept of People Power. It carries a perfect double meaning for the market research firm: It emphasizes the power today’s consumer wields and illustrates how C+R are the people with the power to help marketers and brands connect with these powerful consumers.
People Power became the theme C+R's trade show marketing, rounded out with the call to action, “Break Through to Your Brand’s Consumer.” The centerpiece of the campaign is a photo-driven booklet that profiles emerging consumer groups C+R has studied. Working closely with C+R’s experts, I developed copy that was paired with striking photographic look and feel for consistency across each profile.
The People Power campaign also includes an interactive quiz for visitors to the trade show booth and in-depth profiles on the research experts powering C+R’s consumer insights. I actively interviewed and developed profiles to be paired with custom photography we organized and shot at C+R’s offices.
Creative + Art Direction | Melissa Leonard
Strategy + Copy | Joshua P. Ferguson
Design | Katie Baird
Photography | Anthony LaPenna
Agency | BatesMeron Sweet Design
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