Re-Launching a Challenger
After 15 years as a PC-only graphics suite, CorelDRAW was set to re-launch on Mac and needed a partner to help them challenge the vertical’s 800-pound gorilla. We developed a launch campaign that dared creatives to think beyond the cloud and explore the possibilities unlocked by truly Mac-first software.
Scope of Work
Our launch concept positioned CorelDRAW’s 2019 Graphics Suite as an intuitive toolbox built to deliver a seamless workflow for Mac creators. We used familiar Mac graphical elements and simple typography to make the exciting announcement that Mac designers are no longer constrained by limited choice in software. In addition to developing master creative, we delivered digital assets, campaign guidelines, and a video that inspires designers to unleash their creativity.
DETAILS
Client
CorelDRAW
Deliverables
- Concept Development
- Media Strategy
- Digital Design
- Copywriting
Concepting
After an agency-wide kickoff, we split up into smaller brainstorming teams to begin ideating launch campaign concepts. Each team explored unique ideas before we converged as an agency to identify common threads and ideas that could move the needle.
Exploratory Design
To help CorelDRAW visualize how each concept could come to life, each pitched campaign included a visual exploration that combined mood imagery with CorelDRAW user artwork and custom creative from our designers.
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Master Creative
Of the pitched concepts, the client was most excited by the concept that gave their audience a window into the world of real CorelDRAW artists. A Mac monitor sits on a solid background, with real user artwork exploding off the screen to show the limitless creativity and productivity unlocked by the Mac-first software.
Digital Assets
To fuel sales at launch, we created engaging digital assets promoting a free trial that drove traffic to a product landing page.
