OpenTable's yearly 'Year in Review' campaign came my way in 2019. Our goal was to combine the consumer and restaurant sides of the business for a cohesive campaign that celebrated the trends of the year.
Creating equal footing through keywords
Because we had so many stakeholders for this project, we decided to work with a brand word system. We asked everyone to pick from a list the words they most associated with this campaign. We chose 3: Fun, Trusted, and Bold, with Current, Momentous, and Imaginative as backups. From there, I built visual Pinterest boards that represented those first three keywords.
From there, I narrowed the inspirational images to a key few to report back to our stakeholders to keep them along for the journey.
Concept into visual systems
We looked into the trend of 'Healthy-ish'. Imagery needed to support this trend primarily without being preachy. My first round of design focused here.
After a round of reviews, we decided to move in a new direction: 'What's on your plate?' instead. The color palette needed to feel more adult, so I shifted into our data vis palette, which also helped to create a sense of trust, a link between product and marketing campaign.
This project was a great way to collaborate with the consumer brand team. We leveraged our SWAG illustration style in a new way that reduced workload. We also took advantage of our data vis palette, better linking product to brand experience.