The Sweet Spot Campaign
Brand Identity Design
Capabilities: Animation, Branding, Communication, Concept Development, Logo Design, Merchandise Design, Strategy, Typography
Toolkit: Adobe AfterEffects | Adobe Illustrator | Adobe Photoshop | Midjourney | Canva
Responsibilities: Campaign visual identity ideation and execution
Team: Bailey Germain (Business Leadership), Grayson DiBernado (Media Planning), Haley Cogan (Strategy), Jayna Shah (Studio Design), Muskan Dharani (Copywriting), Nevaeh Bhagat (Project Management)
Coaches: Aliyah Brown, Balay Woodworth, Kara Redcay, Lauren Barnett, Mackenzie Lane, Zena Hanna
As part of the summer 2024 22Squared internship, a group of interns were tasked with reviving a struggling brand and make it ‘Impossible to Ignore’.
Problem: Dairy Queen needs to increase its relevancy among Gen Z in order to secure their longevity for the future.
What If: DQ bridged the gap between Gen Z and Boomers through their love of sweet treats?
Manifesto: What’s a Sweet Spot?
The compromise of what you will watch today, just so you can spend time with a loved one?
Or the laughter after a joke, that took several minutes just to be understood?
Is it the keenness in learning about their interests, just so you can keep the conversation going?
Maybe, its the delight of sharing a sundae or two, because not deciding on the flavor is the easiest thing to do?
Or the learning of grandparent’s stories and the grandchildren’s dreams, that helps bridge the gap in between?
Or is it finding the common ground in all you do, just so you can build a bond that is strong and true?
A Sweet Spot let us tell you, is all these moments.
It’s a heart’s meeting place. The stomach’s happy place.
It’s where generations find their place.
Find Your Sweet Spot is designed to bridge the gap between generations by discovering and celebrating the common ground we all share. By bringing light to spots that hold sweet memories, we uncover what unites us across generations as we connect with their stories.
Meet them where they’re at...
Leverage Instagram to send clues to Gen Z. Let's surprise them and send them to a Boomer favorite location—a Sweet Spot where they have fun over our Blizzards.
Best of both worlds!
A 1955 invention meets the Gen Z favorite Salted Caramel ice cream!
