“Kaleidoscope” Segmentation Personas
As Art Director on this initiative, I led a team in developing detailed consumer "personas" for a client, following a comprehensive study of their target demographic. My role involved collaborating closely with copywriters and designers to craft personas that would inform the client’s internal initiatives and strategy.
The client’s goal was to present each segment in a way that minimized potential internal bias, particularly around gender and ethnicity, which were not part of the study. To achieve this, we made the intentional decision to exclude images of people. I developed a solution by creating "context collages" for each persona—curated collections of images that effectively conveyed the personality, lifestyle, and values of each segment, without relying on visual representations of individuals.
This was a multi-faceted project that required coordination with a large team of designers to produce the final collateral. To ensure visual consistency across all materials, I created a comprehensive style guide that served as a reference for the design team. Additionally, I conducted pre-production reviews to ensure quality and alignment with the client’s goals throughout the production process.
