MoneyGram / Campaigns

One campaign. Many applications.

The Hispanic Heritage Month campaign had to remain recognizable while changing language, proportion and reading order. These five executions show how the composition adapts across social, email, blog and retail formats.

ORGANIZATION: MoneyGram
ROLE & ENGAGEMENT: Senior Graphic Designer · contract through ITR Group · 2022
SELECTED DELIVERABLES: Multicultural campaign adaptations

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THE DESIGN TASK

Keep the campaign.
Rethink the composition.

The red brand treatment and campaign photography establish continuity. Each format changes the balance of image, headline, offer and call to action.

The English and Spanish examples show different copy requirements as well as different proportions. Kyle’s contribution was design and adaptation, not authorship of the client’s photography, copy or original identity.

A CLOSER LOOK

Continuity through color

The red brand treatment and shared photography hold the campaign together across channels.

Space for different messages

The English and Spanish executions use different proportions and text groupings; each layout has its own reading order.

Adaptation beyond resizing

Email, blog and retail examples rebalance image, message and call to action for their available space.

**Fig. 01** English-language social execution.

**Fig. 02** Spanish-language portrait execution with an offer and supporting details.

**Fig. 03** A wider composition for an email banner.

**Fig. 04** A compact blog banner preserves the campaign’s key visual cues.

**Fig. 05** Retail-screen execution with a direct call to action.

ABOUT THESE SAMPLES

Hispanic Heritage Month campaign samples. Kyle’s contribution was design and adaptation; client marks, copy and photography are not claimed as original creations.

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