Callum stringer
Advertising
Advertising is an integral part of any business' marketing strategy. Essentially every post or piece of print material a company puts out is
a form of advertising. However, on this page I've decided to focus more specifically on promotional offers and designs that were used to directly highlight deals and highlights with the intention of obtaining customers.
Digital (Social / email / invite)
In todays society, the most effective forms of advertising are digital, whether that be social posts or newsletters, they have higher success rates, easier measurable engagements and have a higher lead generation rate than any form of physical printed design. Below is a showcase of different social designs completed whilst at Charles Hurst.
Digital (Animated)
Video and animated content typically performs better than static posts. Where possible at Charles Hurst we would try to incorporate animated aspects into some of our campaigns. Often creating a static social post and then deconstructing it to frame by frame to give it that stop motion/animated effect.
Charles Hurst
Advertising material
Description:
Charles Hurst is one of the largest automotive retailers in the U.K. and has a range of top of the world best brands under its umbrella, featuring companies such as Aston Martin, Audi, Bentley, Ferrari and more.
Due to the nature of this business, most of these companies release yearly models for new cars. This creates advertising opportunities for not only the new cars but also the older models which have subsequently been replaced. Offers utilise specific design tools and psychology to create impactful designs.
Tools that I utilised when designing in the automotive industry include but are not limited to:
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Product as Hero: The vehicle itself is usually the central focus of the ad, often presented with high-quality, professional imagery or cinematic video.
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Aspirational Imagery & Settings: Cars are frequently shown in desirable settings (e.g. open coastal highways, rugged landscapes, affluent urban areas) to associate the product with an aspirational lifestyle, be it freedom, adventure, status, or success.
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Strong Visual Hierarchy and Minimalism: Clean designs with ample white space and clear typography ensure the key message or call-to-action is easily readable and not lost in clutter.
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Strategic Use of Color and Sound: Color psychology is heavily employed (e.g., red for excitement, blue for safety) along with specific auditory elements, such as the distinct roar of an engine or the quiet hum of an EV, to evoke particular emotions and reinforce brand messaging.
In the world of advertising you're up against numerous competitors, some often selling the same product. Your advertisement has to be impactful, with concise information that is easily digestible. Hierarchy is a fundamental tool to utilise in this format, showcasing the main selling point (the Maserati Grecale) and the price point. Everything else is secondary but becomes more relevant once the individual has digested the main two points of the advertisement.
Impactful:
Informative:
Often companies won't have the chance to entice every customer with an impactful billboard which details new offers, not every potential customer takes the same route or even lives in the area with the billboard. This is where in advertising we can utilise smaller form print such as flyers and brochures. These can either be posted to people, located in showrooms or in other local places/events that people tend to visit.
Flyers
Placement is key for any advertisement, when it comes to conveying a large amount of information about a product or event a pull-up banner can be a key format to use due to its long and easy readable nature. Allowing the viewer to digest information in your intended order.