Assignment: Describe Project & Goals: The challenge of this assignment was to create a typographic ad campaign for a small business. The client, Dashwood Books, is a bookstore located in SoHo, New York, that offers customers a highly curated selection of rare, foreign, and out-of-print contemporary photography books. My approach focused on the uniqueness of the store’s selection while prompting the viewer’s interest and engagement.
Approach: Creative process & solution: While researching the client, I came across a video interview of David Strettell, the owner and operator of Dashwood Books. He jokes that his least favorite thing to hear from a customer is “this book will look great on my coffee table.” The idea that the contents of Dashwood’s products are worthy of much more than casual flip-through quickly became the main idea behind the campaign. My solution utilizes three different headlines that shift the meaning from any coffee table book to one that begins to describe Dashwood’s more distinctive offerings by removing the last word.
Results: Project success and client reaction: I believe that the final campaign utilizes copywriting to create a mental image that engages viewers while also communicating Dashwood’s brand. This solution speaks directly to the store’s culturally sophisticated target audience looking for eclectic material.