Charge Advertisement concepts

I developed this multi-channel advertising campaign for my ADV-263 course at Southern New Hampshire University. The objective was to create a fictional product extension for an established brand and design a series of advertisements to introduce it to the market. I chose to develop "Charge," a high-energy beverage line for Nescafé, targeting students, professionals, and athletes.

ADV-263 Charge - Discover a new level of energy

Design Strategy

The visual identity for "Charge" centers on themes of electricity, high-performance energy, and mental clarity. The campaign uses a striking color palette of electric blue, neon yellow, and deep charcoal to differentiate it from traditional coffee products while maintaining brand recognition through the Nescafé logo.

Electrifying Visuals: Several assets use lightning motifs and glowing effects to literally illustrate the "charge" the product provides.

Dynamic Composition: For one of the ads, I used a large-scale "AHEAD" typographic treatment as a backdrop for a runner, creating a sense of motion and forward momentum.

Emotional Connection: To appeal to different demographics, I designed lifestyle-oriented ads. Two of the ads target the "academic hustle," showing a student overcoming fatigue with the help of the product.

Product Rendering: I experimented with different environment styles, from the surreal cosmic backdrop to the warm, liquid-inspired textures .

Technical Skills Applied

Brand Extension: Leveraging existing brand equity (Nescafé) to launch a new sub-brand.

Integrated Campaign Messaging: Maintaining consistent taglines such as "Fuel Your Ambition" and "Stay Charged" across various visual styles.

Advanced Compositing: Merging stock photography, custom 3D-style product cans, and digital light effects to create professional-grade marketing assets.

Audience Segmentation: Tailoring visual narratives to specific consumer needs, from physical exercise to intensive late-night studying.

Reflective Outcome

This project allowed me to explore the "technical operations" of a full-scale advertising rollout. By moving beyond a single layout and creating a diverse suite of assets—from minimalist social banners to complex lifestyle prints—I successfully demonstrated how a single product concept can be adapted to reach multiple consumer touchpoints.