Hard Work Pays Off

The start of the school year signals a new season of amazing cheer and dance competitions, but our work with Varsity Knoxville begins long before August. For weeks, we've collaborated on ideas for the upcoming season. It's exciting to design for kids and teenagers but, make no mistake, these cheerleaders and dancers are dedicated young athletes. We had to fuel our inner Sasha Fierce with a few 5-hour Energies, but we were able to get our creative ideas rolling.

The challenge was to develop new ad creative for 5 brands--giving each its own unique style and personality. Here's the process that helped us get it all done:

1. Select themes that differentiate each brand
We started by focusing our creative ideas to one key theme per brand: Futuristic, All-American, Hero, Dreamlike and World Innovators.

2. Develop our themes into concepts
Each theme had an associated look and feel, sketches, photo shoot direction with poses and props, headline ideas and notes documenting the personality of the ads.

3. Get client approval
We took our themes, concepts and sketches to the idea paint wall, charting the course for all ad creative for the upcoming year.

4. Acquire assets needed to create the ads
Varsity Knoxville recruited active cheerleaders and dancers from across the country to join us for three days of a strategically planned photo shoot extravaganza at Jean-Philippe's studio.

5. Deliver finalized ads
The final ads prove our process pays off! We're looking forward to extending these themes throughout the year.

Design or cheer, it takes a team working together to be competitive.

Comments (0)|Posted by: Lindsay Miller, 18 August 2011 at 12:01pm

Alison Ashe

Alison solves visual communication problems through a process of research, concept exploration, and original thinking.

Sarah Loebner

Sarah worked for agencies in Ohio and Boston before coming to Knoxville seven years ago and burnishing her reputation as an innovative designer and fresh thinker. While inspiring design is her form of communication her passion lies in client partnerships,

Josh Loebner

Josh combines research and strategic thinking as the foundation for powerful, goal-oriented marketing experiences.

Lindsay Miller

Lindsay is dedicated to the unrelenting pursuit of delivering unique, effective media solutions that bring a company's message to life.

Joseph Nother

As co-founder and creative director for Designsensory, Joseph oversees teams that deliver award-winning and compelling design.

Brandon Rochelle

Brandon, co-founder and technical director, oversees technology development spanning interactive work through online marketing.

Susan Sewell

Susan brings a background as a writer, senior editor, promotion specialist, and project manager.

Erin Slattery