Sign With Impact.

2025

Overview

Tasked with developing a concept, visuals, and typographic language for a hypothetical Caran d Ache campaign that targets young aspiring boxers. The goal was to define a company of my choice alongside a niche target demographic and navigate all design choices towards connecting the two very different ideas.

I created two slogans for the campaign : “Make Your Mark” and “Sign With Impact.”. Distilling the campaign’s core message : translating the discipline, precision, and tradition of boxing into a writing experience defined by artful clarity and intention.

Branding

Culture Driven Campaign

The visual language is defined by high contrast and a refined elegance.

A system that channels both boxing and writing as ways of craft through focus and control, while also appealing to the timeless nature of Caran d’Ache’s rich history.

The primary deliverable was a carousel Instagram post.

I chose Instagram specifically because it serves as the best facilitator of audience interaction within my target demographics’ age ranges.

Process

A deeper look into the concept development

Naturally, connecting the two things, boxing and pens, started as a tricky challenge. However, with extensive research, brainstorming, and the formulation of a reliable foundational concept, a powerful and intentional solution was possible.

I was also simultaneously researching more about the sport’s voice and values.

Looking further into its history in attempts to identify any possible intersection with the brand. I conducted a few interviews of friends and peers who are boxers / combat sport athletes to get a more intimate lens into the sport’s current culture in the younger scene.

I then dissected the values and cultural facets from each.

Identifying what I felt could best be connected to formulate a conceptual thread between the two.

Caran d’Ache

Boxing

Lastly, after solidifying my concept, I revisited my visual thinking

I started by researching the current voice and values of the brand

This helped me start to ground my familiarity with the brand, and also to begin seeing where some possible connections to my audience could be fostered.