I used different exercises to find relationships between The Carter Museum and Smith's work that were not already obvious. Through word-mapping and sketch concepting, I found unique solutions that focused on emotion, comedy, and a shared Texan regional pride.
The Carter's social media campaign focuses in on the natural charm of the Old West. The abstract design style is a fresh take on a nostalgic time period. By making the authentically joyful personality of the photos front and center, consumers are more inclined to sympathize with Smith's century-old subjects.
The case study document covers all aspects of the creative process during the development of the campaign.
