PROJECT OVERVIEW

Following the challenging year of 2020 combating COVID-19, Paul Davis Restoration refreshed its brand to become The Difference Makers. Paul Davis Restoration specializes in commercial and residential restoration and serving local communities. At the core of their mission is the individual technicians making a difference. We wanted this campaign to highlight the entire network of Paul Davis Difference Makers. During my time with the company, I oversaw the internal art direction for print, digital, and TV assets with the collaboration of the VP of Marketing in this new advertising campaign.

ART DIRECTION

For this campaign we put an emphasis on the genuine humanity of those in the Paul Davis network that are Difference Makers. This campaign was celebratory of all Paul Davis employees at every level. Visually we had a focus on the tone of photography to show textures and emotions. We wanted to utilize textured overlays adding to the visual tone of images, wheter it be water, fire, buildings, grunge texture, etc. An accent color of blue was chosen to compliment the Paul Davis gold hue, gold symbolic of the level of excellence and blue being a color to symbolize trust. After the art direction was established, internal marketing materials to launch the campaign were created and mailed out. This art direction was across print, web, social media, email, TV, and radio campaigns.