Birmingham reframed
Overview
This campaign is an exploration and redefinition of the city Birmingham, Michigan. After plenty of research on the area, activities, events, and demographic, we knew we had to target young people or new people to the area for this campaign, to quite literally reframe Birmingham as not a rich, snobby business town but a beautiful and large town home to all sorts of people and places to visit, like parks, local events, cultural art exhibitions and more.
This campaign is an exploration and redefinition of the city Birmingham, Michigan. After plenty of research on the area, activities, events, and demographic, we knew we had to target young people or new people to the area for this campaign, to quite literally reframe Birmingham as not a rich, snobby business town but a beautiful and large town home to all sorts of people and places to visit, like parks, local events, cultural art exhibitions and more.
themes
Birmingham has quite a negative reputation around people my age, known for the unwelcoming residents, high prices, and uninteresting activities beyond shopping for people my age. Having known this going into this project, we knew we needed to tackle this demographic problem. By introducing 4 key themes and bright colors associated with each theme, we hoped to bring more attention to people beyond Birmingham's current scope. Within each of these themes, we explored activities and sites within Birmingham that showcase fun, accessible things in the city.
Birmingham has quite a negative reputation around people my age, known for the unwelcoming residents, high prices, and uninteresting activities beyond shopping for people my age. Having known this going into this project, we knew we needed to tackle this demographic problem. By introducing 4 key themes and bright colors associated with each theme, we hoped to bring more attention to people beyond Birmingham's current scope. Within each of these themes, we explored activities and sites within Birmingham that showcase fun, accessible things in the city.
roles
To capture these real activities and locations, real on-location filming was needed, which I was in charge of shooting, location scouting, file management, camera acquisition, driver, and director of photography. After the filming was completed, I co-designed the social media videos and edited the long form video, showcasing everything Birmingham has to offer.
To capture these real activities and locations, real on-location filming was needed, which I was in charge of shooting, location scouting, file management, camera acquisition, driver, and director of photography. After the filming was completed, I co-designed the social media videos and edited the long form video, showcasing everything Birmingham has to offer.
Conclusion
Birmingham Reframed showcased how a graphic system can and should be adapted across different mediums to build a cohesive and engaging campaign and message to a target demographic. Using bright colors, motion graphics, and in-person mockups, Birmingham Reframed successfully introduces a new visual identity that speaks to more than just the demographic already in Birmingham, reframing it for a wider audience.
Birmingham Reframed showcased how a graphic system can and should be adapted across different mediums to build a cohesive and engaging campaign and message to a target demographic. Using bright colors, motion graphics, and in-person mockups, Birmingham Reframed successfully introduces a new visual identity that speaks to more than just the demographic already in Birmingham, reframing it for a wider audience.
