andrew swank portfolio
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Digital Strategy for The Vault
Zipcar Advertising Project Winner
Marketing Intern at Life is good.
eclipse: the personal cabana Business Plan
Personal Projects
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Current Client: The Vault
Digital strategy and social media management.2012
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Current Projects
• Transitioning “friends” to “likes”
• Promoting events
• Amassing a Twitter following
• Creating deals via FourSquare to increase
visibility and gain customers
• Brokering a deal with OpenTable
• Web redesign
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The Vault Logo Redesign
• Client specifications
– Younger-looking
– Name connotations
– Blueprint theme
• New Logo– More energetic
– Employs classic vault imagery
– Scalable for print & icon formats
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The Vault Events
• Digital invites for
– Musical guests
– Private parties
– Special hours for
holidays
• Promote on Twitter &
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The Vault Event Invites
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Zipcar Advertising Project
Winner of the BU competition, selected by the Zipcar marketing team.2011
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Strategy
• Market Research
– ZMETs
– Surveys
– Multi-Attribute Scores vs. Competitors
• “This is not a car.” Campaign
– Bus Ads
– Facebook Competition
– Brand Ambassadors
– Mobile App
– PR Campaign: “Zipcar Cares”
Advertising & Design
• “This is not a car.” Print Ads
• Facebook Competition
• Mobile App Mockup
• Concept and all creative
development by Andrew
Swank
Zipcar Advertising Project
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“This is not a car.” Print Ads
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“This is not a car.” Print Ads
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Research Supporting Major
Selling Idea
• From ZMET and survey data
• Self-sufficiency is incredibly important to college
students
• Convenience is the key to maintaining college
users
• Students are aware of Zipcar brand, but do not
understand the service
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Bus Ads
• Year-round
advertising
• Present in major cities
• Targets both public
transportation users
and car owners who
may need another
vehicle, or resent
public transit
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Key Features:
• Integration of print advertising into digital channel
• Prompting deeper brand interaction by new and current college customers
Facebook Contest
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Mobile App
• Adding a loyalty
program
– For every $200 spent
on driving, receive $6
of free driving credit
– Promote more
frequent use
– Limited redemption
periods
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Life is good.
Work as a marketing intern.2012
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Visual Rebranding
• YouTube
Facebook Applications
• Locations
• Radio
• E-mail Signup
Brand Studies
• Social Media Best Practices
• Visual Branding
Life is good.
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Copywriting
• Avg. >380K impressions/post
• Avg. >2K likes/post
• Avg. 227 comments/post,
31% more than typical Life is
good post
Key Features:
• Clickable links to homepage, Facebook, Twitter in header bar
• Vignetting background image to standardize appearance among different resolution browsers
YouTube Layout
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Key Features:
• Left navigation indicating locations of other social channels
• Vignetting background image to standardize appearance among different resolution browsers
Twitter Layout
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Key Features:
• Simplified “About” box
• Organizing applications for easier navigation
• Addition of channel-integration apps Twitter & YouTube
Facebook Layout
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“Life is good. Radio” App
• Design
– Music note icon
matches brand colors
– Links match brand
colors blue shades
• Coding
– html
– iframe sourced from
CustomChannels.net
– Plain text
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“Find A Store” App
• Design
– Map icon matches
brand colors, but
familiar format
– Links match brand
colors blue shades
• Coding
– html
– iframe sourced from
custom Google Map
– Plain text
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“E-mail Signup” App
• Design
– Fully aligned with
brand imagery
• Coding
– html mockup
– Built with MailChimp
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eclipse: the personal cabana
Product development and business plan.2011
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eclipse: the personal cabana
business plan
• IT strategy
– Digital marketing
– Necessary hardware and
software purchases for
business
• Sales channels
• Social media
• Logo
• Website (no longer live)
• Wordpress
• Packaging
• POP Display
• Print Ads
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Strategy Design
Website
Homepage: product description, site directory, RSS feed,
and newsletter signup
Cabana Club: the online community for eclipse,
featuring or blog, testimonials, customer survey, and
video
About Us: includes company and contact information Purchase: product views in all colors, links to digital
storefronts26
eclipse Packaging
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eclipse POP Display
• Key considerations
– Logo prominence
– Tagline exposure
– Space efficiency
• Design aspects
– Logo and tagline
featured prominently
– Small footprint with
large capacity
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Magazine Spread
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Personal Projects
For me. For my friends. For learning. For fun.
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Business cards featuring social media buttons.
2012
Tumblr
andandrew.tumblr.com/ Pending Changes
• Title runoff
• Scrolling social media
buttons
• Formatting for consistency
regardless of screen
resolution
• Post title buttons change
color on mouseover
• Footer formatting with
“Stop” button first & last
post pages
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18” x 18” three-color woodcuts of Trick Daddy’s Grill
2012
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Pink, Maroon, Navy
Edition of Five
Gold, Transparent Blacks
Artist’s Proof
Recent typography experiments. May be screen printed.
2012
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Combining simple graphics and text to concisely illustrate more complex concepts.
2008
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National coloring book publisher in need of a logo redesign.
Top is current logo. Bottom two are potential logos. Color choices to come.
2012
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