PANTONE – the globally recognized color authority and provider of professional standards for the design industries – enlisted Sub Rosa for the launch of the 2014 Color of the Year.
Producing the campaign photo shoot, creating a core set of images for on- and offline channels, media and social media, Sub Rosa generated a narrative and a connection to culture that enabled PANTONE to converse about the color in compelling and relevant executions throughout the year.
Client Conversation
Pantone asked Sub Rosa to assist with the launch of its influential Color of the Year campaign. For 2014, Pantone wanted to provide a fresh approach to its celebration of the chosen purple hue: Radiant Orchid 18-3224. This approach needed to align with the more that 50 years of experience and expertise that the Pantone brand exudes, and also needed to endure throughout the uncharted year to come.
Insights
Through the Pantone Color Institute™, Pantone continues to chart future color direction and study how color influences human thought processes, emotions and physical reactions. Sub Rosa quickly realized that the Color of the Year was a year-round tool of expression for designers worldwide. This year’s color held a unique power as well: Imbued with a harmony of fuchsia, purple and pink undertones, Radiant Orchid inspires confidence and its rosy undertones emanate great joy, love and health.
Our Work
As Pantone’s AOR, Sub Rosa stewarded the creative relaunch of this campaign from beginning to end, continuing post-launch with the on-going social campaign that was designed to run parallel to the launch. Sub Rosa managed and produced the official photo shoot, creating a core set of images to be used across all Pantone’s online and offline channels, as well as media placements. A second round of images were developed for social media channels, tying the Color of the Year to events happening in each calendar month to enable the brand to discuss the color in relevant ways throughout the year.
Results
Internal: Transformed Culture
The project resulted in a branding essence document that is now core to Pantone’s internal and external mission statement.
External: Creative Community Growth
The impact this new trajectory for Pantone’s brand and it’s individual Color of the Year campaign can be shown in the brand’s overall social presence and community growth.
Collective Community Growth: More than 23,000 new followers and fans on Facebook, Instagram, Twitter, Pinterest
Target Audience: Engaged most heavily with desired audience of females 25-34
