RESOLVE LASER CLINIC DIRECTION CAMPAIGN
CLIENT
RESOLVE LASER CLINIC
A Saskatoon laser removal clinic. Resolve Laser Clinic offers complimentary tattoo removals for prison tattoos as these prison tattoos can lead to the further isolation for released prisoners who may be denied an income or housing based on their appearance.
PROBLEM
LOST
As the many of the clinic's clientele face homelessness and struggle with financial issues, the clinic needed to develop a campaign to help clients get past the systemic obstacles of reaching such as not have access to GPS technology or private transportation.
BRIEF
GUIDE
To alleviate systemic obstacles that stop clients from reaching the clinic as well as inform clients of the results of the laser tattoo removal process
STRATEGY
Research revealed that the clinic was in the middle of suburbs and very distant from where homeless resources, such as homeless shelters would be. However, right next to the clinic was two bus stops. The campaign would specifically advertise on the four lines of buses and bus shelters that would go from homeless shelters to the clinic that would show each step of way by utilizing the healing process of the laser removal.
RESEARCH METHODS: MAPPING OUT ROUTES
To understand where the clients would be coming from it was important to locate Saskatoon homeless resources to see how far the clinic would be. By using Google maps, it was found that the top five Saskatoon homeless shelters were located in the in the same area. From these locations to the clinic on foot the journey would take 1 hour minimally one way. From this insight, it was clear that this journey would need to be taken through public transport. Researching Saskatoon’s bus stops, 4 bus lines and bus shelters would be would be marked with directions to the clinic.
DESIGN
Beyond all else it was critical that the art direction needed to prioritize readability and clarity as clients would be going well out of their way to reach the clinic. Check points needed to be clear so that progress could corroborated with bus stops. The tone of copy also needed to be straight forward due to serious nature of prison tattoos- no narrative needed as it would only assume or obfuscate the priority of the messaging.
FINAL DESIGN
MOCK UPS
The placements of the mediums would be in the same area of homeless resources so clients can be alerted to these services, who may not have access to digital mediums. Coordinating bus shelters would be decorated with the clinic’s logo. The logo would be transparent and would consist of tiger stripes, so when the sun hits the right angle, the passengers would have shadows over them as means of grabbing attention. As the day would go on, the shadows would fade, showcasing the tattoo removal function.
The next execution focuses on providing clients the means to reach Resolve Laser Clinic, step-by-step guide of how to reach the destination as well the stages of the removal. This advertisement would be presented on on the outside and inside of buses so that clients are able to track their progress through out the stage of their journey. The advertisement would show what stops to get off to reach the clinic while also demonstrating their services.
INITIAL CONCEPTS
As the goals were to reach clients through public transportation, I initially played with the company's logo to act as a transparent logo that would lay shadows over who was in the bus sheltered
However this didn't help guide clientele to the shop so focus began with adding directions to actual buses.
Finally landing on showing the healing process of tattoos lasered off to show the performance of the product but also to direct clientele to which series of buses they had to take and where they were at in their journey.