October 2008
Motion, print and interactive design company L.inc Design was recently tapped by Mervyn's to execute an ambitious back-to-school campaign, which includes colorful graphics-driven branding and promo spots.
"L.inc Design is a true gem!" says Julie St. Clair, Mervyn's Associate Creative Director of Broadcast Media, who also directed the campaign.
"A very unique partner in that they are capable of taking a client from conception thorough production - planning, plotting and partnering every step of the way - ensuring a final product that is beyond expectations.
Super creative and tech talented - they've raised the level of our work, year after year."
L.inc Design was tasked with creating three branding spots, one in English and two in Spanish, as well as 24 unique :15 promo spots.
Fusing hand-drawn-style fonts and colorful graphics, the spots feature real children as they interact and dance with illustrations of cityscapes, birds, flowers and paint splatters.
"Mervyn's came to us with initial ideas derived from their overall back-to-school print campaign, such as the hand-drawn fonts and flower graphic elements," explains Lisa Berghout, L.inc Design Creative Director / President.
"The scripts were in place, but we worked with them in advance of the production to determine how we would shoot and layout the graphics for the spots.
The illustrations had to carry out the idea of the campaign in a kid-friendly and narrative way."
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