Marketing Campaign – Instructions (DCC)

For Digital Content Creation class, you are going to create a marketing campaign for an interior design agency named Aurora Design Group. I have a logo for you to use, along with brand guidelines and a design and marketing strategy.

The main goal of this class is for you to shoot your own videos and photos, then design/create a marketing video using the videos and a 4-page lookbook using the photos.

If you have your own business and would instead like to design this marketing campaign for it, that’s fine. Due to time and the fact that this is only a seven-week class, please make sure you have a logo and some form of brand guidelines (colors, typefaces, and a specific style). You’ll also want to have a clear design and marketing strategy. You can write one in this class by answering these six questions on the Design & Marketing Strategy page.

You will practice being self-directed in this class. I want you to take the reins and do your work at a professional level and with pride and devotion.

Grading Checklist

  1. You’ll shoot video and photos for and design:
    • A coordinated set of marketing materials.
      • 15–20-second marketing video (100 points)
      • 17″ x 11″ 4-page lookbook in Adobe InDesign (100 points)
    • And a 2-page spread of your marketing campaign for your portfolio (100 points) (Download template here)
  2. Final designs should be in industry-leading software: Illustrator, InDesign, Photoshop, or After Effects. Illustrations can be in Photoshop, Illustrator, Fresco, Procreate, etc.
  3. You’ll participate in design presentations and critiques (25 points each)

This is what you’re creating

This is a 2-page spread for your graduate portfolio. Notice how it demonstrates your design skills and marketing knowledge all in one piece.

Example of a 2-page portfolio spread for an interior design agency and all the marketing material designed for it.
Example of a 2-page portfolio spread for an interior design agency and all the marketing material designed for it.

Design & Marketing Strategy: Aurora Design Group

This is the full design and marketing strategy I wrote with AI’s help. I shortened it slightly to fit the example portfolio page shown above.

Campaign Focus: 15–30 Second Marketing Video & 4-Page Lookbook

1. Ideal Customer Persona

  • Who they are: “The Passionate DIYer” (Homeowners aged 30–50, upper-middle class).
  • Lifestyle & Values: Loves hands-on home projects, curated Pinterest boards, and quality craftsmanship. Values personal expression and creative control.
  • Pain Points: Overwhelmed by final details, color matching, and space planning. Scared of making costly interior design mistakes.
  • How it guides design: Use warm, aspirational, and relatable imagery showing real homes mid-transformation. Keep tone encouraging, sophisticated, and collaborative.

2. Brand / Position

  • Market Position: High-end, premium interior design that meets DIYers halfway.
  • Core Promise & Hook: “Your vision, elevated.” We bridge the gap between complete DIY and full-service interior design.
  • Differentiator: Professional guidance without losing your personal creative touch. We provide furniture sourcing, custom fabric picks, and color palettes tailored to your existing ideas.
  • How it guides design: Headlines focus on collaboration, expert refinement, and accessible luxury. Highlight value-add services like custom fabric and color consultation.

3. Vibe / Personality

  • Visual Style: Elegant, inviting, organic-modern, and polished.
  • Color Palette: Warm alabaster, muted terracotta, deep sage, and brushed brass accents.
  • Typography: Elegant serif for headlines; clean, modern sans-serif for body text.
  • Mood: High-end boutique studio meets cozy home workshop.
  • How it guides design: Sets the exact color swatches, font pairings, lighting style in photos, and smooth, refined motion transitions in video.

4. Marketing Material & Touchpoints

  • 15–30 Second Video: Paid social video (Instagram Reels / Pinterest Ads). High-energy split-screens comparing “DIY struggle” to “Aurora collaboration,” ending on a stunning room reveal.
  • 4-Page Lookbook: Digital interactive PDF and high-finish print mini-portfolio.
    • Page 1: Cover – Bold headline, stunning hero living room shot.
    • Page 2: The Hybrid Model – “How We Work Together.”
    • Page 3: Curated Collections – Color swatches, fabric textures, and custom furniture.
    • Page 4: Call to Action & Consultation Offer.
  • How it guides design: Fast-paced cuts for video to hook viewers on mobile screens; generous whitespace and large visual focal points for the printed lookbook.

5. Call to Actions

  • Primary CTA: “Book Your Design Co-Op Session.”
  • Lowering Friction: Free 15-minute concept review + custom fabric sample pack with your session.
  • How it guides design: High-contrast buttons in warm terracotta; prominent placement on the final screen of the video and the back page of the lookbook.

6. Metrics & Analytics

  • Goal: Drive qualified lead inquiries and lookbook downloads.
  • Key Metrics: Video completion rate (aiming >40%), click-through rate (CTR) on the CTA button, and lookbook download conversions.
  • How it guides design: Ensures the CTA appears in the last 5 seconds of the video and remains visible on every key page layout.