Heritage Tile - Campaign Redirection
In 2020 and early 2022, Heritage Tile launched an “East or West” half-page print ad in Old House Journal. The ad promoted Zen+Clay, one of Heritage Tile’s Japanese tile collections, and Marble Mosaics, which provides various custom mosaic options.
Our Creative Director showed us this ad and informed us that it was set to be republished in the next issue of Old House Journal. As a whole, we believed that we could change the language of the campaign to reflect Heritage Tile’s respect and appreciation of Japanese culture. After consulting with the Creative Director, the Social Media Specialist and I collaborated to propose why and how this campaign could be changed.
Above: Original ad featured in Old House Journal.
We decided that the phrase “Distinct yet Harmonious” reflected the intentions of “East or West”, without reducing the collections to a general region and pitting them against each other.
I located the Illustrator file of the original ad and created two versions for our proposal - one with just the wording changed, and one with a redesigned layout for a stronger visual hierarchy.
Above Left: Version 1, keeping the original layout and assets.
Above Right: Version 2, alternate layout and CTA.
Our proposal was received well by the Creative Director. References to the "East or West?" campaign were also removed from japanesetile.com, the website for Zen+Clay. However, the plan to publish the ad was postponed as the CEO wanted us to focus our efforts on the upcoming launch of Viva Tile, which would then be the priority for Heritage Tile's print ads. This ad has since been added to Heritage Tile's library of print ads for publishing.