Staedler Highlighters 1835 - Branding design case study

Case Study: Staedler Highlighters - "Highlighting Concerns Since 1835"





Staedtler, a renowned brand in the stationery world, has been making highlighters for decades. For this campaign, the objective was to create a visually compelling advertisement that demonstrates the product’s purpose—highlighting important details. The campaign needed to link Staedtler’s heritage, having been founded in 1835, to its highlighters' ability to emphasize crucial elements, both metaphorically and practically.

Client: Staedtler

Designer: DALI.

Product: Highlighters

Campaign Tagline: "Highlighting Concerns Since 1835"

Design Approach: Visual focus on highlighting specific concerns amidst clutter

Design Elements: Advertisement & Billboard Design

Color Palette: Yellow, Black, White, Grey

Project Overview

Advertisement Design Concept

The core concept of the advertisement is to visually portray how Staedtler highlighters have been emphasizing significant concerns and issues since 1835. The ad features a group of people in a cluttered form, symbolizing a world full of distractions and overwhelming information. However, some of these people are visually highlighted in yellow, illustrating how Staedtler highlighters can emphasize key points, separating the important from the unimportant.

Visual Layout

  • Foreground: A group of people in a greyscale, representing an overwhelming and cluttered world where everything seems equal in importance.
  • Highlight: A select few individuals highlighted in yellow, symbolizing how Staedtler highlighters can make the important information stand out from the rest.
  • Tagline: "Highlighting Concerns Since 1835" appears in the lower third of the design in a clean, modern typeface. The copy reinforces Staedtler's long-standing history while directly connecting to the product’s function of highlighting.

Color Choices

  • Yellow – Represents the highlighting function of the highlighter itself, drawing attention to key concerns or people in the design.
  • Black, White, and Grey – Used for the cluttered, less important parts of the design, enhancing the visual contrast with the highlighted areas.

Billboard Design


The billboard design follows the same concept but scales it up for larger visual impact. The layout focuses on a high contrast between the highlighted individuals and the cluttered group. The Staedtler highlighter product is visually incorporated in the design, with its yellow ink streak leading directly to the highlighted people.

Key Features of the Billboard Design

    • Large Visual Impact: The cluttered people fill the majority of the space, making the yellow-highlighted individuals more striking and noticeable.
    • Branding: The Staedtler logo is positioned at the bottom-right corner of the billboard, alongside the tagline. The highlighter image is subtly integrated into the design, with its yellow streak leading the eye to the highlighted figures.
    • Tagline Placement: "Highlighting Concerns Since 1835" is prominently displayed to reinforce the brand’s longstanding heritage and expertise.

    Conclusion

    The Staedtler highlighter advertisement and billboard designs emphasize the importance of focusing on what truly matters, leveraging the product’s core functionality. The clever use of color, particularly the contrast between yellow and grey, makes the message visually engaging while reinforcing the long history of the Staedtler brand.





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