This is the plansbook I contributed to, as part of a 6-person team, for a Creative Message Strategy class at UGA. We built an advertising campaign for a local Athens business which needed some direction in creating strong brand presence. The business is called "Five Points Four Paws," and acts as a pet-sitting service. After much research into the local market, insights and competition, we put our talents together to come up with a creative concept that linked consumers' needs to the business' promise, in order to alter their perspective about the brand.

I was personally responsible for the following:
• Consumer Evaluation (p 5-6)
• Creative Brief (p 17-18)
• Creative Concept (p 19-20)

... and contributed heavily to:
• Word Association (p 21)
• Insights (p 22)
• Print Advertisements (p 24-26)
• Some artwork and design

• Brainstorming and creative tactics