The following is an ad campaign for Ticonderoga, with their signature yellow paint, green ferrule pencil as the focal point, with crude drawings to accompany the pencil. The pencils are all damaged in different ways, and the drawings complement the manner in which they have been wrecked.
They all use cool construction paper backgrounds, off-white accents, hand-lettered type, and a knolled layout. The pencils remain center frame, and the Ticonderoga logo is in the same position in each ad. The drawings use the same brush preset at the same sizes with little variation in line weight. The text is hand-done, all-caps, condensed, and the shorter words are underlined.
Initial Sketches
There were two potential directions for the ad series.
The idea for the series on the left came from the fact that I had a lot of pencils lying around as well as a lot of unsharpened pencils. No matter the state they were in—broken, beaten, shortened—I always try to get as much as I can out of a pencil.
The idea on the right was more of a hybrid image direction; could I make pencils and shavings into something else? The theme was travel, and there was going to be a tagline on the lines of “Ticonderoga takes you everywhere.”
I got the most positive response from the series on the left, so I chose that one.
Final Series
