Calling All Marketers
Role
Art Director / Design Lead
Industry
Advertising
Client
Clean Advertising & Design
The Problem
Most agency new business campaigns showcase credentials, philosophies, and past work. For marketers evaluating partners, it all starts to sound the same.
Clean needed to cut through by being selective, not expansive—making its point of view clear and trusting the right clients to self-identify.
The Insight
The strongest way to attract the right clients isn’t by talking about ourselves—it’s by clearly articulating who we want to work with.
By addressing marketers directly and calling out shared values and frustrations, the campaign could feel less like a pitch and more like a signal—an invitation to the right audience rather than a broadcast to everyone.
The Approach
Early explorations leaned on type-driven executions, but the work needed imagery to land across placements. I introduced illustrative elements inspired by xerox scans and letterpress stamps, creating a poster-forward visual language that felt imperfect and native to nontraditional media.
The illustrations respond directly to key words and phrases, guiding the viewer through the message and adding humor and dimensionality while keeping the communication clear and direct.
The Outcomes
The campaign’s greatest success came on LinkedIn, where the rough, poster-driven aesthetic created visual interruption in feeds saturated with polished, AI-generated content. The tactile, imperfect quality helped the work stop-scroll and differentiate Clean in a crowded agency landscape.
The visual direction introduced new expressive elements to Clean’s brand system while remaining flexible across ongoing activations and unconventional placements.
Tools
