CAMPAIGN DESIGN
SCOPE
Campaign Design
CLIENT
PBI-Gordon
Industry
Turf & Agriculture
DURATION
8 Weeks
Challenge
Surge needed to stand apart in a competitive herbicide market while reinforcing its value beyond price.
Insight
Position Surge as an investment in performance, not simply a higher-priced herbicide.
Solution
A unified campaign translated the concept across print, digital, web, sales materials, and educational touchpoints.
Explored 40+ visual directions to test messaging, composition, and hierarchy before selecting the strongest campaign concept. Refined the strongest concepts through typography, composition, and product integration to create a cohesive campaign direction.
Unified strategy, messaging, and visual design into a cohesive campaign system that repositioned Surge across key marketing touchpoints.
Extended the campaign across digital advertising and social media using a flexible visual system that maintained consistency across every format.
Built a scalable campaign framework that unified messaging across print, digital, and sales enablement while creating reusable creative assets for future marketing initiatives.
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