In Spring 2012, I was a senior at Texas State University - on the home stretch and preparing for graduation. One of the last Mass Comm courses I took was Ad Campaigns, where groups of students would form temporary ad agencies. You would interview for different positions, get hired by group leaders in a sort of advertising fantasy draft, and work as a team with a real client to fill their needs.
Our client was Mr. James Espy, an accomplished martial artist who owns Traditional Martial Arts Academy in Austin, TX. Already thriving, TMAA was looking to expand their business in the Austin area through new and improved promotional ideas.
TMAA Logo
My agency, Forma Productions, decided after conducting focus groups and interviews to rebrand TMAA and launch a campaign focused at 18-35 year olds in the Austin area. Using print, direct mail, and promotional events combined with an updated brand image, the campaign's goal was to increase adult enrollment by 25% by the end of a 12 month period.
Forma Productions (my agency) decided after conducting focus groups and interviews to rebrand TMAA and launch a campaign focused at 18-35 year olds in the Austin area. Using print, direct mail, and promotional events combined with an updated brand image, the campaign's goal was to increase adult enrollment by 25% by the end of a 12 month period.Forma Productions (my agency) decided after conducting focus groups and interviews to rebrand TMAA and launch a campaign focused at 18-35 year olds in the Austin area. Using print, direct mail, and promotional events combined with an updated brand image, the campaign's goal was to increase adult enrollment by 25% by the end of a 12 month period.Forma Productions (my agency) decided after conducting focus groups and interviews to rebrand TMAA and launch a campaign focused at 18-35 year olds in the Austin area. Using print, direct mail, and promotional events combined with an updated brand image, the campaign's goal was to increase adult enrollment by 25% by the end of a 12 month period.
Let's just... call this a creative process.
As Creative Director of Forma Productions, my job was to come up with an updated look for the campaign that appealed to our target demographic and retained the brand image built by Mr. Espy over the years.
The resulting logo is nothing more than a clean, simple interpretation of the original. Different, but immediately recognizable to those familiar with the academy.
Direct mail (front)
Direct mail (back)
I've lost the back side of this. I assure you, it was very nice.
The print portion of the campaign was to be aimed at a more fitness-oriented population. More aggressive, these were intended to challege the viewer into testing their own limits through martial arts.
As a foot note, I'd like to thank Kyle Ballard, Madeline Bell, and Chris Hello for being fantastic group members.
They all contributed to the creative process and made the project a lot of fun.
