As part of a strategic initiative to build brand awareness and educate new audiences, I led a print-based marketing campaign for Versatile, targeting a mature, farming-focused demographic. My core responsibilities included art direction, brand identity development, team management, content creation, print media buying, and budget oversight.
The campaign centered around the use of advertorials long-form, editorial-style ads that communicated Versatile’s value proposition. Messaging focused on the brand’s legacy of simplicity, durability, and low maintenance, presenting these attributes as key drivers of cost-effectiveness for farmers. I collaborated closely with a copywriter to refine the tone and message, then led the layout and visual development to reflect a "gritty workhorse" aesthetic that aligned with Versatile’s brand evolution.
The double-page advertorials were strategically placed in agricultural journals, where they would be most effective with the older farming audience. The call-to-action (CTA) encouraged readers to visit the Versatile website, driving further engagement and product research. While this campaign did not include digital tracking, its success was measured through increased website visits and broader visibility in a key market segment.
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