News | May 26, 2022
Learnings in Targeting the Latino Community
By Karsh Hagan |
We love Colorado. Its the people, the places, the food, the culture, the adventure and the natural beauty. We love everything that Colorado stands for. So when it came time to create our annual client holiday gift, it was natural for us to build something that symbolizes our passion for this beautiful state. But we wanted to do something bigger than just a client gift. We wanted to create something that lives past the corny dancing elves and the cutesy interactive advent calendars. We wanted to create content that would help others understand why we cherish our state so much.
What was born from that desire is Wonderful Colorado – a field guide to the state we so dearly call home. Crafted not only for our clients, but also our friends, family, prospective clients, and anyone interested in exploring Colorado. What started as a fun idea quickly became real as we went to work creating a brand identity we knew had to feel modern, playful, and simple at the same time.
Knowing that our digital field guide had to be accompanied by a physical gift, we hit the drawing board. Shirts, scarves, mugs, socks, and a whole lot else were considered. In the end, we landed on a winter cap and a branded moleskin notebook, thinking that these gifts would go hand-in-hand with the field guide we were creating. We then worked with Ace Kauffman to create custom stamps for gift boxes and moleskins, and hired Anthem Branding to create the winter caps for our client gift box.
Meanwhile, at our office on South Broadway, we asked employees to send us their favorite CO winter activities. We then drilled down a list of the top 30, which encompassed indoor, outdoor, and food & drink. Next, we interviewed the winners and brought together our collective short stories and experiences. Hours of working around the clock and fine tuning each and every little detail of the web experience followed. From the typography and subtle animations to the mobile/tablet experience, everything was considered and tested to ensure the site was easy to use and enjoy. As Charles Eames said, ‘The details are not the details. They make the design.’
When it was all said and done, we had created an integrated campaign including physical gifts, printed cards, an email campaign, and a badass website. From start to finish, this has been my favorite project at Karsh Hagan to date. We feel like this concept has legs to be much more than a client holiday gift, and we’re excited to see where it takes us next.
Senior Experience Developer