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Pine-Sol Digital & Social Campaign

Role: Art Director
Agency: Tribal DDB
Client: Pine-Sol (The Clorox Company)
Category: Digital Advertising & Social Media

Overview

For Pine-Sol, I designed a suite of digital banner ads and display units to support seasonal promotional initiatives and product awareness. These assets had to balance cheerful brand personality with clear communication of use cases, key benefits, and calls to action across multiple placements and formats.

 

Design Challenge

The primary challenge was to create a visually engaging, campaign-consistent system that could support both product storytelling and functional messaging—especially in constrained display environments. Each format needed to maintain legibility and visual hierarchy while conveying Pine-Sol’s vibrant, energetic brand voice.

 

Approach & Visual System

I developed a modular visual framework that ensured consistency and adaptiveness across all required banner sizes.

Art-direction and visual system decisions included:

  • Bright, energetic tone: Cheerful color accents, dynamic shapes, and bold contrasts reinforced the campaign’s upbeat personality.

  • Structured messaging hierarchy: Clear typographic hierarchy helped prioritize key benefits and calls to action, even in smaller formats.

  • Reusable graphic components: Component modules for taglines, product imagery, and action cues enabled efficient cross-format adaptation.

  • Brand alignment: Visual treatments were guided by Pine-Sol’s established brand identity to ensure cohesion with broader marketing communications.

This approach allowed the campaign to communicate both energy and clarity throughout the media plan.

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Outcome

The final campaign assets delivered a cohesive, visually spirited digital presence for Pine-Sol. The system demonstrates balanced execution — preserving brand voice while ensuring functional clarity and adaptable layouts across formats.

 

Tools & Skills

Tools: Adobe Suite
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution

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