The ask

Create a visual campaign and marketing communications plan to help CAL increase awareness in the Charlotte area. From the programs they run to the artists they support, CAL wanted the entire city to know who they are and what they do. But even more important, Wray Ward had to deliver something unexpected that would pique the curiosity of the community.

The process

Our interns and their mentors began the CAL project with insights. Our team used CAL’s recent relocation to the arts community in the Trailhead District in Charlotte as the purpose for the communications plan. Local art enthusiasts were defined as the target audience, particularly those who were looking for a unique, creative outlet and social experiences focused on the arts.

The word “uncensored” came up frequently during the team’s work, as CAL operates without limits so that its artists can do what moves them without fear of censorship. The Insights team also emphasized the accessibility of the untapped arts community found in CAL and the opportunity for people to be part of something they can help build.

After digging into who CAL is and who it wants to be, our team delivered a single key message: Unafraid to disrupt the expected artistic experience, CAL is blazing a new path to boundless creative expression.

With the goals of awareness and engagement in mind, our Creative team and Connections team interns and their mentors got to work.

Although not a part of the original ask, the CAL logo was enhanced with design recommendations to make it more modern and bold. A creative campaign — This Is — played with the idea of ordinary objects as art and freedom of creative expression. Using a bold, primary color palette and direct, unapologetic language, the campaign came to life across social media, e-newsletter templates, posters, signage and website updates. Evergreen photography of CAL events, the new location and artists enhanced the new campaign and provide a look and feel for future creative work. A photography POV and brand guidelines allow CAL to maintain a consistent look and feel as they go forth to execute the campaign for future needs.

The team developed a PR plan with an event strategy and media relations examples and materials. These, in turn, will help CAL tell its story through the voice of the media. Social media recommendations included best practices for Instagram and TikTok and sample creative materials across platforms. A CAL media plan outlined how to secure donated media, an essential step for maximizing exposure, as well as SEO analysis and a media investment outline.

The result

So, did Wray Ward deliver on its goal to provide differentiating work? If you ask Jim Dukes, the answer is a resounding YES.

“We live in the unusual and disruptive art arena, but Wray Ward went above and beyond what I thought was possible to deliver a campaign that flips art marketing on its head, spins it around and leaves it wondering, What the heck just happened?” –Jim Dukes, executive director, Charlotte Art League

Read more about the EmpoWWer program and other past grant recipients.