On this season of Designstar, we’re all personality. From the new cast to the style they bring to the room, you can expect the show, people and design to be dramatic, fun, edgy, flamboyant, colorful, loud and a bit over the top. This concept showcases the new cast and the personality that they will bring to the show by pairing dynamic pieces with cast members. From a promo to a billboard this campaign will be art directed to tell the story and show the style of the cast. A simple white world is the canvas for everything to ensure that nothing competes with the important and dynamic visuals. Subtle star design elements weave themselves throughout the campaign as a device to add branding and consistency to every piece.

We break up the main tag line “we’re all personality” with headlines that directly play into the concept. Such as “we’re dramatic” or “we’re over the top.” Every deliverable will be tagged with a url (allpersonality.com) that directs the audience to an online portion of the campaign. “We’re all personality” will be used on pieces that showcase the entire cast.

HGTV was looking for a completely new attitude and look to launch season 6 of their hit show, DesignStar! From the designers themselves to to the rooms they created, HGTV knew this season was going to be full of personality! I wanted to create a voice, design language and strong concept that was centered around where those two “personalities” overlapped. Developing a world where the designers and the signature pieces were clearly the hero was a critical to communicating the concept. It was important that this campaign could work across all mediums, from broadcast promos to bill boards. The overall look needed to be modern, edgy and 100% full of personality. I worked with the amazing team Leroy and Clarkson to concept, write and design the foundation of the campaign.