{"id":2688,"date":"2025-10-24T11:36:50","date_gmt":"2025-10-24T09:36:50","guid":{"rendered":"https:\/\/www.davidzuker.com\/design\/?post_type=portfolio&p=2688"},"modified":"2026-07-22T18:45:17","modified_gmt":"2026-07-22T16:45:17","slug":"advertising-purina","status":"publish","type":"portfolio","link":"https:\/\/www.davidzuker.com\/designer\/portfolio\/advertising-purina\/","title":{"rendered":"NESTL\u00c9: Branding scaling print & digital"},"content":{"rendered":"
[vc_row thb_divider_position=”bottom”][vc_column css=”.vc_custom_1779094227846{margin-top: 120px !important;}”][vc_single_image image=”4262″ img_size=”” alignment=”center” css=””][vc_single_image image=”2923″ img_size=”” alignment=”center” css=””][vc_column_text css=””]\n

Performance Creative & Display Banners<\/h1>\n[\/vc_column_text][vc_column_text css=””]\n

THE CHALLENGE<\/h4>\n

Maximising visual impact in crowded digital environments.<\/h4>\n

The strategic challenge for Purina (a leader in Nestl\u00e9\u2019s 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).<\/h4>\n
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<\/h4>\n<\/div>\n[\/vc_column_text][vc_column_text css=””]\n

THE STRATEGY<\/h4>\n

Conversion-Oriented Design and Brand Guardianship<\/h4>\n

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:<\/h4>\n

– <\/strong>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).<\/h4>\n

–\u00a0<\/strong>Global Brand Safety: Strict adherence to Nestl\u00e9\/Purina\u2019s 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.<\/h4>\n

– <\/strong>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.<\/h4>\n[\/vc_column_text][vc_single_image image=”2690″ img_size=”full” alignment=”center” css=””][vc_separator color=”black” css=””][vc_column_text css=””]\n
Project carried out as a freelance designer for the agency Craft Worldwide (McCann Group).<\/strong><\/h5>\n
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<\/h5>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row content_placement=”middle” thb_divider_position=”bottom”][vc_column width=”1\/5″][vc_single_image image=”2909″ img_size=”full” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2910″ img_size=”full” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2911″ img_size=”full” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2912″ img_size=”full” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2913″ img_size=”full” css=””][\/vc_column][\/vc_row][vc_row content_placement=”middle” thb_divider_position=”bottom”][vc_column width=”1\/5″][vc_single_image image=”2900″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2901″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2902″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2903″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/5″][vc_single_image image=”2904″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row content_placement=”middle” thb_divider_position=”bottom”][vc_column][vc_single_image image=”2915″ img_size=”full” alignment=”center” css=””][vc_single_image image=”2916″ img_size=”full” alignment=”center” css=””][vc_single_image image=”2917″ img_size=”full” alignment=”center” css=””][vc_single_image image=”2918″ img_size=”full” alignment=”center” css=””][vc_single_image image=”2919″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row thb_divider_position=”bottom”][vc_column css=”.vc_custom_1779094227846{margin-top: 120px !important;}”][vc_single_image image=”4262″ img_size=”” alignment=”center” css=””][vc_single_image image=”2923″ img_size=”” alignment=”center” css=””][vc_column_text css=””] Performance Creative & Display Banners [\/vc_column_text][vc_column_text css=””] THE CHALLENGE Maximising visual impact in crowded digital environments. The strategic challenge for Purina (a leader in Nestl\u00e9\u2019s PetCare sector) was to implement a digital asset architecture for programmatic and display campaigns. The challenge…<\/p>\n","protected":false},"author":2,"featured_media":2779,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-2688","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/2688","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/comments?post=2688"}],"version-history":[{"count":34,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/2688\/revisions"}],"predecessor-version":[{"id":4803,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/2688\/revisions\/4803"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media\/2779"}],"wp:attachment":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media?parent=2688"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/tags?post=2688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}