Performance Creative & Display Banners

THE CHALLENGE

Maximising visual impact in crowded digital environments.

The strategic challenge for Purina (a leader in Nestlé’s PetCare sector) was to implement a digital asset architecture for programmatic and display campaigns. The challenge was not only creative but also operational: to convey the trust and quality of a global brand through immediate-view advertising formats, where visual hierarchy and message clarity are key to achieving a high click-through rate (CTR).

THE STRATEGY

Conversion-Oriented Design and Brand Guardianship

I developed an asset production system based on Performance Design, ensuring that each piece served as an effective sales tool. The strategy was built around three pillars:

– Information Architecture for Displays: Optimising key visuals to ensure that the value proposition and CTA (Call to Action) were clear and impactful across all banner sizes, from full-page formats to large-format pieces (megabanners).

– Global Brand Safety: Strict adherence to Nestlé/Purina’s visual identity standards. Ensuring the integrity of brand assets across a large-scale rollout is critical to maintaining brand authority and recognition in the Spanish market.

– Optimisation for the customer journey: Creating visual variations tailored to the different stages of the sales funnel, ensuring consistent communication from the awareness phase through to direct conversion.

Project carried out as a freelance designer for the agency Craft Worldwide (McCann Group).