The graphic design created for Roberto Martínez Leading Life is the result of a thorough analysis of the audience to whom the message is directed.
After successfully creating the buyer persona, a color scheme is created, a typography is proposed, and the aesthetics of the different photographs and images that will help shape the composition of each of the posts that will be part of the Instagram feed are defined. While each post should create a pleasing composition on its own, the entire set of posts should also tell a story, and each component should form a larger composition.
It should also be noted that although there may be variations in the logo, use of color, and position of elements, the user must be able to perceive the corporate identity in each of the pieces, creating brand awareness and connection.
When creating this type of campaign, it's very important to always be aware of audience behavior, as the pieces may not be as successful as expected. In this case, after carefully reviewing the data and results from the first phase of the campaign, it was decided to change the images, including images alluding to digital information theft to better capture the attention of those interested in taking the course. This was instrumental in the campaign's success.
