DESIGNER

Harper Daniel

PROFILE/DESCRIPTION

Stabilo is a large German company that sells writing instruments. They were founded in 1855 in Nuremberg as a pencil manufacturer, but in the 170 years since they have expanded and now have products available in over 180 countries (with production facilities in Germany, Malaysia, and the Czech Republic). They offer a wide range of products, including but not limited to rollerball, ballpoint, fountain, and gel pens, a variety of pencil types (graphite, watercolor, color), fineliners, erasers, markers, and highlighters. My advertisements will be for Stabilo’s line of Boss highlighters, which are known for their compact size, chisel tip, and wide variety of colors.  Stabilo’s mission is to enhance the creativity of their customers in all aspects. They are committed to diversity, transparency, and positivity within the workspace. Through their wide range of products, they cater to kids, hobby artists, students, and creatives in general, hoping to inspire them to live creative and inspired lives.

 

My target county is Alameda County, CA, specifically Berkeley. I’ve chosen to focus on Berkeley (particularly the zipcodes 94709 and 94720, the latter being the UC Berkeley campus and surrounding areas). Berkeley has a demographic that perfectly reflects my target audience—I want my advertisements to reach kids, students, and artists/creatively employed individuals. Berkeley has a decent proportion of families, lots of students due to the UC campus, and over 20% of its residents are employed in the education or arts industries, which corresponds with my ideal audience.

Brand advantages: variety of products, sustainable, experiential, passionate

Brand attributes: reliable, long-standing, committed, approachable, promotes creativity for everyone

Brand experiences: educational, gratifying, colorful, expressive, inclusive

GOALS

The goal of this ad campaign is to get people excited about being creative in new ways, no matter their background or skill level. Viewers should also understand that the highlighters have a variety of uses—kids can use them as they are exploring art for the first time, students can use them to enhance their learning and notetaking experience, and artists can use them during all parts of their creative process. No matter your passion, you can use and enjoy Stabilo highlighters—and hopefully, these ads will inspire any and all viewers to pick up a new tool to enhance their creative pursuits.