PlateUP.

Created for ArtGr 540: Design for Behavioral Change, Instructor Sunghyun Kang. Design in collaboration with Kayla Brown.

It’s time to Plate Up! PlateUP, is a product system for encouraging healthy behaviors and lower meat consumption in men over 40. Visually inspired by vintage baseball graphics of 1940s and 50s, PlateUp is centered around a weekly Community Supported Agriculture (CSA) box, and supported with an App and printed educational materials. With our target audience in mind, our marketing strategy focuses primarily on Baseball fans, with ad options for Stadiums, Baseball America Magazine, and web. With this, we’ve created two slogans and built out campaigns for print, web, and baseball stadium ads. First up, we have the ‘Time to Plate Up’ campaign which is a play on the brand name, baseball, and food. For both campaigns, we’ve focused on fresh produce to provide a vibrant and inviting backdrop. For our second campaign. ‘Farm to Home Plate’ we wanted to highlight the connection of local farmers and the CSA box.

BRANDING, MARKETING, PRINT, DIGITAL, UI