SPEC WORK: TINDER x NSAC
Member of Mizzou's 20 person team with the objective of creating a fully integrated campaign for Tinder. Lead in planning, designing and developing the final plans book for our team and supported the design of the 20 minute presentation.
3 AAF-KC Addy Award (2022)
NSAC District 9 First Place (2021)
6th in the 2021 National Student Advertising Competition
Don't worry, it's not you or your internet speed, that photo is fully loaded & pixelated on purpose.
Tinder won't allow us to share any of the work we spent a year working on...for free...as students. But I've done my best to provide highlights of the process so you can get a sense for what it taught me.
Footage from countless hours spent in the graphic design lab working on our plans book, a 21 page document that provided extensive detail on our research, strategy, creative, execution and evaluation of our integrated campaign.
Communicating the information effectively
Creating a dynamic, flowing narrative that kept the judges engaged
Seamlessly intertwining our team's campaign message and Tinder's existing brand
Required skills included:
Attention to detail, combing through each page for design continuity & cleanliness
Big picture ideation, making sure each page contributed to and fit within the whole book
Working with every member of our team to make sure all information was communicated correctly, effectively and creatively
BOOK FEEDBACK FROM THE JUDGES
The NSAC is judged by industry professionals who provided in-depth, anonymous, feedback on all aspects of our campaign at the district, semi-final and national levels.
Selected is some of the feedback we received in the "Plans Book Execution" section.
"Design is very clean and has a really nice hierarchy to it. The plan is easy to digest and the team did a great job of communicating a high-level of detail on each slide, while making it easy to read through and process. Visuals and design elements are well thought out and consistent throughout the deck, helping the reader/audience know where to look and what visual cues tell which part of the story."
"Beautifully designed, well written, and overall a really fun read. Kudos all around...For what it's worth, I absolutely loved the layout of the Table of Contents. Not only is it incredibly original, it really does a good job tying back to the overall idea."
"This book was a breeze to read. That is the value of clean design. I really felt like it reflected your attitude with a splash of Tinder brand inside...Your numbers and stats were so well executed in this. Photo selections throughout were really on point. Special shout out to pages 6-9."
From meeting on Zoom via porches and student apartments to getting to celebrate our win in person, it was a real whirlwind. A team of 20 presents many challenges but also many opportunities for growth and learning. I am very grateful to have been a part of something so special.
Anonymous peer evaluations were part of our capstone curriculum. Selected are some of the very kind words my peers had to say about my work as a member of our team.
"I worked closely with Emma on writing and designing the plan book. She was always responsive and supportive. She was willing to make changes and take suggestions. She was encouraging when my work was overwhelming, and cheerful to do her own part."
"Emma dedicated herself to our plan book for weeks and did a beautiful job. She took on her role with professionalism and always met deadlines. A large part of success is due to her great work on the book."
"Emma was the backbone of the plan book from a creative standpoint. She was really at the mercy of everything that had to be included in the book visually, content-wise, etc. And she was the only one with enough editorial skill to actually put this together so she really had to lead herself through it. I think this is a huge testament to her determination and grit through to the end. She really had to hold herself accountable and she managed the book AMAZINGLY."
Working on our team's plans book was one of the biggest honors of my time at Mizzou. To be trusted with the content that each individual poured their all into was not a job I took lightly and caused some serious stress at times. However, being supported, encourage and believed in by every member of our team ultimately made my job pretty easy.
Though it's upsetting I can't show off the work that doens't take away from the joy that this experience was. I wouldn't have wanted to end my time in college any other way.