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SALFORD RUM
- Advertisment Design
Introduction:
Salford Rum is a proudly Northern drinks brand with a bold visual identity rooted in place and heritage. At Life Like Media, I was tasked with creating an ad campaign with striking static graphics and animated GIFs designed for various ratios across social media.
The goal was to translate the brand’s character into scroll-stopping visuals, while keeping the tone premium.
Inspiration & Research:
For me, research is the heartbeat of any project. I dove deep into the brand by:
Reviewing: I reviewed the clients call, dug deep into the brief, and immersed myself in their social media and website to understand the brand’s voice and audience.
Analyzed the market: I examined past campaigns, customer testimonials, and competitors' work to pinpoint what would truly resonate with rum lovers.
Whiteboard Brainstorm: I compiled all my findings and inspiration onto a whiteboard document, to create a single source hub of information I could refer back to at any point in the project.
Found a Spark: What stood out was the use of the Salford Docks map on their bottle. A small but powerful detail that captured the brand’s spirit. I made this a central motif, tying the visuals back to the story of place.
Design process:
Designing these ads meant balancing current trends with the brand’s distinct identity:
Photo Editing: I began by selecting and refining photos from a model shoot using Lightroom, ensuring the images had clarity and warmth without losing the raw feel of the brand. Before the shoot I talked through some ideas I had to ensure what I had in mind could be achieved.
Message Crafting: Using tools like ChatGPT I developed headlines that were both engaging and true to the brand’s tone. I created supporting visuals and icons in Illustrator, making sure each asset felt cohesive with the brand’s core elements, like the dock map and type styling.
Assembly: I pieced everything together in Canva, balancing type, photography, and graphics for impact. Each ad was designed to feel clear and intentional, whether viewed in a split-second scroll or a longer pause.
Motion Graphics: I created a set of animated GIFs that gave the campaign extra dimension. Layered with energetic transitions, bold typography and looping motion. These GIFs were designed to instantly grab attention in-feed and mirror the brand’s tactile packaging with a sense of crafted character and richness.
Final Design:
The final campaign found a sweet spot between storytelling and product appeal. The ads were rolled out across Instagram and Facebook, including paid story placements, and they’ve continued to run well beyond launch.