Avaya :: Experience is Everything Campaign Concepting
Avaya tasked the Faction team with creating a disruptive, extensible campaign to bring their 'Experience is Everything' messaging to a wider audience. The process resulted in a range of concepts and executions spanning from product to brand level, and everything in between.
Client: Avaya Agency: Faction Media Lead Copywriter: Brooke Wylie Lead Designer: Thomas Hutton Year: 2017
The core team on the project devoted a lot of time to brainstorming as many potential directions as possible. These ideas were dashed, combined, ditched and evolved into a handful of concepts worth exploring in-depth. Each member of the team focused on one direction before we all came back together to narrow the field and begin further refinement and extension.
I am primarily a copywriter, of course, but for this project, I was able to do some rough art direction while bringing one specific concept — 'Make Your Mark' — to life for team discussion.
In addition to spearheading this direction, I provided copy and messaging on other concepts throughout the process. For each of these concepts, I explored messaging across verticals and audience to ensure the idea had sufficient legs before we pressed forward.
After narrowing our conceptual directions down significantly, the Faction team focused on refining the style, content and assorted executions for presentation to client.
With the art in the hands of much more capable visual artists, I focused on messaging extensions and the ways in which our concepts could translate into other mediums. We explored banners, videos, emails, landing pages, case studies and social posts. Sample versions of some of these assets were created to facilitate discussion with the client team.