Three brands, every medium: campaign design at a Maltese agency

At Communiqué I led the design of social, web and Google/Meta campaigns for 30 brands, with three interns reporting to me, from the roadside billboard to the post in the feed. Three brands show how each idea travels through outdoor, print, social and web.

Role

Head Designer. I wrote the briefs and supervised three interns.

Year

2022–2023

Stack

OutdoorTransportPrintSocialWebVideo

Where

Communiqué Ltd, Malta agency

Brands I show

Pakkett and Mr. Riley, peeple, NSC

Brief, concept and every format

A campaign at Communiqué starts with the client's brief and ends in a set of pieces for each medium the client buys: billboards and buses, leaflets and brochures, Facebook and Instagram posts, web banners and short video. My job was to turn the concept into a system that holds across all of them, and to brief and review the interns who produced the adaptations.

A campaign is not a key image. It is the same idea surviving a 12-meter billboard and a 1,080-pixel square.

Pakkett French Fries: “Crunch”

A snack launch. The crunch is the product, so the crunch is the campaign: bold yellow and red, the fries breaking the frame, Maltese text on the road and short lines on the phone. Outdoor, social media and a video layout.

Pakkett french fries billboard on a highway bridge — Billboard: “Pakkett top il-full”. The fries break the frame. Tap to enlarge.

Phone artwork: “Sheesh, this crunch slaps” — Social: the same crunch, designed phone first. Tap to enlarge.

The campaign reel, with music: “Sheesh, this crunch slaps”, letter by letter, and the pack at the end.

Four bus shelters with Pakkett Crunch posters — Bus shelters: four lines, one poster.

Two roadside billboards with the lines “Sheesh, this crunch slaps” and “The crunch that slays” — Roadside billboards: Gen Z language, with the translation in parentheses.

Four phones with Mr. Riley Instagram posts, including one for Mother's Day — Instagram: feed posts, from a giveaway to a special date.

Four Facebook posts from the Crunch campaign — Facebook: the same four lines in the feed.

Instagram story “Looong weekend” with the French Fries pack — Stories: “Looong weekend” and the pack.

Hover or tap a piece to see what it is. Tap to enlarge.

Potato Straws: the same world, another flavor

The Mr. Riley line that follows Crunch: Potato Straws, in green and blue. Same spirit and same energy, with final packaging for sour cream and onion and for cheese and sour cream, and a new promise: “Upgrade your snack game.” Roadside billboards, bus shelters, posts and stories.

Two Potato Straws packs, sour cream and onion and cheese and sour cream, with the message Upgrade your snack game — Both flavors in their final packaging: “Upgrade your snack game.”

The two Potato Straws packs stacked — Packaging: sour cream and onion, and cheese and sour cream.

Two phones with the ads “A new boujee snack” and “A new bussin' flavour” — Phone: “A new boujee snack” and “A new bussin' flavour.”

Two Potato Straws roadside billboards in green and blue — Roadside billboards, one per flavor.

Four bus shelters with Potato Straws posters — Bus shelters: four lines, each with its pack.

Hover or tap a piece to see what it is. Tap to enlarge.

The Facebook reel, with music: the sour cream and onion pack and the falling straws.

peeple: a recruitment brand from scratch

Identity and launch of peeple, a recruitment agency: logo, brandbook (typography, color, logo construction), A1 posters, brochures and a social media system built on the idea “Borderless talent / Matching talent”.

The brandbook

The peeple brand manual, hardcover: logo construction, colours and their allowed combinations, typography, stationery and applications.

The peeple brandbook, a petrol-blue hardcover book, on a designer’s desk next to a laptop, a coffee and pencils — The brandbook, hardcover, on the desk. Tap to enlarge.

Stationery and cards

The business card, the letterhead, the compliments slip and the email signature, on the same system.

peeple letterhead with the business card in blue and in pink — Letterhead and business card.

peeple business cards stacked, in pink and in blue — The business cards, in both colours.

peeple “With compliments” slip on an envelope — Compliments slip and envelope.

peeple email signature in a new-message window — The email signature.

Hover or tap a piece to see what it is. Tap to enlarge.

Posters and social

peeple A1 posters — A1 posters. Tap to enlarge.

peeple Instagram posts — Social media. Tap to enlarge.

Ongoing content and the agency's voice

Beyond the launches, the content that keeps a brand alive. For NSC I designed the presentations and turned them into social pieces: slides, Facebook infographics and posts with data, along with the “Feedback Friday” testimonial series and the stationery. I also built the print and recruitment pieces for Communiqué itself.

NSC slides on an aqua background, seen from above next to a laptop — The NSC presentations: one slide per idea, with the same blue and yellow.

Six Facebook posts from NSC's Feedback Friday series, each with a person's photo and quote — The “Feedback Friday” testimonial series, on Facebook.

Three NSC slides: lifelong learning, five strategies and Education 4.0 — Slides: complex ideas in one diagram per screen.

NSC infographics on phones, as Facebook posts — The same ideas, as infographics for Facebook.

Four NSC posts with charts about learning and skills — Posts with data: percentages, comparisons and a cycle.

NSC cards about green skills, with a pyramid of skill types — Print pieces: cards about green skills.

A tablet with an NSC report on the European Year of Skills — Report on a tablet: European Year of Skills.

Hover or tap a piece to see what it is. Tap to enlarge.

What I took away

That is where I moved from product design to marketing: I learned to design for a media plan, to write a brief that an intern can execute, and to keep a single coherent idea from the roadside billboard to the paid post. It is the foundation of the campaigns I run today with measurement.

Get in touch Next case: Ziconex