Pivotal
CATEGORIES | CAMPAIGN, BRANDING
AGENCY | DELOITTE DIGITAL
Pivotal Ventures wanted to have a campaign that appreciates the invaluable work of caregivers. Their goal was to get more Americans to see themselves as caregivers who believe we need more care solutions and innovation. The campaign would be used to build Pivotal’s brand as a powerful force for social progress. I came up with two different looks for the campaign.
Direction A
My first direction, Extraordinary Acts, recognizes the rewards of caregiving. During the development of this look, I adjusted the warm palette to something cooler. I felt that the warm red/oranges and golden yellows made the feeling too bubbly and casual and detracted away from the hard work it takes to be a caregiver. The new palette brings down the cheerful vibe a notch - though it can be joyful at times to care for a loved one, there is still so much patience and endurance involved. The look uses organic shapes and textures, with hand-drawn doodles sprinkled throughout.
Direction B
The second direction, Caregivers Like You, redefines the concept of who is a caregiver. This look uses simple shapes and lines. Combined with a muted palette, it gives a soft and gentle feeling.