This project focuses on a series of images done for Zimmer Marketing's email newsletters, made for each radio station at Zimmer.
Mockups - Desktop and Mobile
Purpose / Target Audience
The purpose of the project came from my boss, Mark Zimmer, wanting me to make new images that felt fresh and had actual brand identity. I felt that this was something I could accomplish, so I took on the task.
As a whole, Zimmer's stations reach over 400k people in the Four States area. Because of this, the target audience definitely varies with each different station advertised here.
• KZRG's target audience is people interested in the weather and news, with 62% of listeners identifying as male, and 38% as female.
• 97.9's target audience includes people who love listening to everything to do with rock music. 70% of listeners identify as male, and 30% as female.
• 93.9's target audience is people that love classic 80s, 90s, and early 2000s music, the "Greatest Hits of All Time". 51% of listeners are male, and 49% are female.
• KIX 102.5's target audience has people from all walks of life who are big fans of country music. 54% of listeners are female, while 46% are male.
• Kissin' 92.5's target audience includes people who want to listen to the Top 40 hits, what's popular right now. 58% of listeners are female, and 42% are male.
These target audiences, as well as the brands, were taken into account when designing each one of the banner images.
Background
My internship with Zimmer went from early June to late July of this year, and throughout the internship I was tasked with making a number of things for the company, including different banners for clients to advertise them for the Best of the Four States competition. I was pretty content with doing that, but Mark gave this task, the email banners, in the last two to three weeks of being there.
It wasn't all that different from what I was used to, in hindsight. I was able to be as creative as I wanted, as long as things fit with the radio station and brand identity. Once everything was finished, Mark had nothing but high praise.
Hardware / Software Used
MacBook Pro (13" M1, 2020)
Photoshop
Assets Used
The different logos for the radio stations were provided to me already. Background images were saved from Unsplash, and were modified slightly with different colors, rotation, etc. to fit the station better. Custom logo assets were made myself.
Challenges
The main challenge of this was finding that brand identity, for sure. Thankfully, when I was assigned this task, I was given some rough guidelines when it came to that. Target audiences for each station and keywords, and I made it work from there.
The Country Club image was a bit difficult as well, as I didn't really listen to country. The original background image was just cowboy boots. Mark advised me to switch it to something more modern, something like a club but not exactly. I then settled on an image of a crowd I thought would fit. Lots of people, backwards caps, it felt country to me, and Mark agreed.
There were a number of techniques I used here that I didn't typically use in other projects of mine, like emboss on text and different image filter tools. With this, I did a lot of font matching to match the station's brand. I also did plenty of outer glow, gradient overlays, text skewing, and custom brushes- like the background for the Dogpound image.
