Project: Back to School Campaign 2019

Starting the Back to School campaign, I knew it was important to make it inclusive and eye catching. My team and I came up with the slogan, “Thrifting Takes you Back to Cool”. The idea behind this was that thrifting has become really popular, especially with teens. And it’s also a play on words with “back to school”. Once getting the slogan, I began searching for photos. Goodwill International has a nice selection of stock photos but none of them really resonated with what I was trying to accomplish. Most of them were just young kids, and I wanted this campaign to reach college students as well because they go school shopping too. I also had to be very intentional about the race/ethnicity. In New Mexico there are primarily Hispanics. So I wanted to reach that audience by including them as much as possible.

I decided to go with the ripped paper and sketch like font because it really gives that DIY feel. We like our customers to feel like they’re creative and taking initiative in their own style. It takes some creativity to come into a thrift store and put together a back to school outfit. Shopping at a department store is a little different because they are designed to have the latest styles right in front of you.

With this campaign I also created pricing sign inserts that are placed throughout the store, and a clear window cling that is displayed on the front window of every store.