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KeyBank | Shelf Ads


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In 2000, Key realigned all their advertising and marketing materials to better reflect the direction the company wanted to take.

My role was to redesign and refresh the “shelf ads”— the ads that are used time and time again by the regional marketing teams to drive revenues in specific areas. They may run in anything from the local newspapers to event programs, so the imagery and copy have to be adaptable to a variety of media.

The ribbon ad is intended for rural applications, but the sophisticated placement and interesting angle on the blue ribbon works equally well in urban applications.

The card photo was shot with a digital camera in my studio to illustrate the idea that Key is truly thankful and to suggest the personal effort of writing a card. Key later hired a professional to set up and shoot a still life.

One of the challenges is to come up with imagery that’s both compelling and illustrative. In addition, if there are both KeyCenters and McDonald offices in the same city, often they might both advertise in the same media, so the challenge is to create something memorable and distinctive for both brands.



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