Saxbys
Cenexel research
2022 | MOCK CAMPAIGN
Approach
This project was developed as part of my senior capstone course and focused on creating a campaign rollout for Saxbys’ new carbonated energy drink aimed at college students. I developed the concept “Risers” to represent the idea of gaining energy and motivation to start the day. The name also references the rising hot air balloon used in the Saxbys logo, reinforcing the theme of upward momentum and starting the day strong. The campaign centers on empowering students to rise to their daily challenges, from early classes to long study sessions. Visually, I used bold typography, energetic color contrasts, and dynamic layouts to capture the fast-paced, high-energy lifestyle of college campuses. The design system was built to work across multiple campaign touch-points, including posters, social media, and promotional materials, ensuring the concept remained consistent and recognizable.
This project was developed as part of my senior capstone course and focused on creating a campaign rollout for Saxbys’ new carbonated energy drink aimed at college students. I developed the concept “Risers” to represent the idea of gaining energy and motivation to start the day. The name also references the rising hot air balloon used in the Saxbys logo, reinforcing the theme of upward momentum and starting the day strong. The campaign centers on empowering students to rise to their daily challenges, from early classes to long study sessions. Visually, I used bold typography, energetic color contrasts, and dynamic layouts to capture the fast-paced, high-energy lifestyle of college campuses. The design system was built to work across multiple campaign touch-points, including posters, social media, and promotional materials, ensuring the concept remained consistent and recognizable.
Outcome
The final project presented a cohesive campaign rollout strategy designed to engage a college student audience and introduce the new energy drink in a relatable way. Through a clear concept and energetic visual system, the Risers campaign demonstrated how the brand could build awareness and connect with students across campus environments. The product later launched under the name Maté Spritz.
The final project presented a cohesive campaign rollout strategy designed to engage a college student audience and introduce the new energy drink in a relatable way. Through a clear concept and energetic visual system, the Risers campaign demonstrated how the brand could build awareness and connect with students across campus environments. The product later launched under the name Maté Spritz.
