The goal of Dakota at Home is to assist South Dakota’s aging and disabled citizens to remain safely in their homes by providing resources and information to them and to their caregivers. The multi-media campaign includes television, online advertising, a new website and print marketing materials.
Logo Identity & Design
A new name, a new look and a new tagline were created to make this division of the South Dakota Department of Human Services more approachable and to aid in recall.
A large percentage of Dakota at Home’s target market is elderly. To better connect with this group, we made sure the site was easy to navigate and featured helpful features such as the dominant placement of the font enlarging tool.
Graphic Design & Illustration
Small space ads were created to reach a demographic that provides the highest readership of newspapers. The brand illustrations tied the print efforts closely to all the other mediums used to get the message out.
Video, TV & Radio
This series of animated television commercials feature original illustration by Insight Marketing Design. The memorable characters provide visual interest to the Dakota at Home story.
Digital & Social Media
Research gained through Insight Marketing Design moderated focus groups indicated that the target market was most likely to hear about the type of services Dakota at Home connected people with, from friends or family members. This information made a strong social media push an effective way for people to share the brand story.