West Elm Square Ad
West Elm Half Page Ad
West Elm Full Page Ad
West Elm Third Page Ad
Ad Campaign for West Elm (Milwaukee) featured in MKE Lifestyle Magazine
Ad Campaign Rationalé
Design Objective: Create an ad campaign for West Elm (Milwaukee) to be featured in MKE Lifestyle Magazine
The client is West Elm (Milwaukee), located in Milwaukee, WI. They want their wide range of products and designs to be perceived as simple and comfortable and strive to have a store experience that is inspiring and full of design resources. Their mission statement is “At West Elm, we make it simple to express your personal style at home with unique, affordable, authentic, responsible products.”
The audience are readers of MKE Lifestyle. The target audience enjoys spending their money on automobiles, entertainment, vacations and home furnishings. The specific demographic is predominately female, but also includes males and couples who are homeowners. The purpose of the campaign is to inform, persuade and promote the furniture that West Elm sells and drive customers to the Milwaukee store.
Design Solution: The artwork include the West Elm logo and images of fully furnished, decorated rooms with the types of furniture that West Elm sells. This imagery appeals to the audience because they enjoy spending money on home furnishings and will see how a West Elm furnished room could look in their home. The line work around the images in the campaign acts as a frame, drawing the viewers eye to the focal point image in the center. The lines also help with visual flow, connecting the Logo on the top to the website and street address at the bottom. The repetition of the line work though out the ads makes this a cohesive campaign. The specific colors on each page compliment the furniture colors in the image, bringing unity to the overall ad. The sans serif font represents the simplicity of West Elm’s designs. This font appeals to the audience because it provides consistency within the ad campaign and the brand.
