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.

We rounded out the People Power campaign messaging with the call to action, “Break Through to Your Brand’s Consumer,” and used this as the inspiration for a photo-driven booklet that profiles emerging consumer groups. Working closely with C+R’s experts, we developed copy and striking look for 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