Stockton Sweet Trail

Deliverables

Marketing Campaign
Web/Digital
Print

Role

Graphic Designer
Branding and Visual Identity Design

Credits

Videography Jesse Salazar
Marketing Manager Amy Alpers
Photography Jesse Salazar

Overview

The Stockton Sweet Trail is a free mobile pass that features 13 local small businesses across Stockton, California. This pass is a way to support small businesses while exploring different parts of Stockton! Check in at each location, and you'll be rewarded with some pretty sweet swag.

Highlights

125 Total Registrations
585,600+ Ad Impressions (Print & Digital)
325,200+ Total Website Visits

Two Different Brand Proposals

For this project, I had the opportunity to develop two different design directions. I wanted to focus on how the demographic of the target audience that we will be targeting will shape the way the visual narrative and style of the brand. It highlights the significance of tailoring the visual and brand identity to resonate with the audience's preferences, emphasizing that it's not merely about aesthetics, but about more about engaging and resonating with the specific tastes of our target audience.

Selected Brand Direction

The team decided to go with the second design direction, given that the population of Stockton millennials are the ones who are 1) more open to trying out new restaurants, and 2) have a very strong social media presence leading to organic marketing of the different featured businesses.

For this target audience, they put a lot more emphasis on the food when taking photos for their social media feed. With this user behavior in mind, people who will be participating in the Stockton Sweet Trail will be taking photos of their desserts, and posting them on their personal accounts, thus generating organic buzz both about the experience pass and the featured location.