Laura Kleimann

Campaigns

More campaigns I was part of creating

Nah Dran

(Close Up)

Campaign idea for the University of Siegen

— PROJECT NAME

Close Up


— ROLE

Art Direction


— DATE

January 2025

The University of Siegen was facing a decline in enrollments, so they partnered with mc-quadrat to develop a campaign aimed at high school graduates. The goal was to generate excitement about the university and highlight its welcoming, intimate, and collaborative environment—where every student is treated as an individual, with the opportunity to thrive in a close-knit community.


As a freelancer on the mc-quadrat agency team, I had the opportunity to develop a visual direction for this campaign. While the route itself was a collective effort, I was responsible for proposing the visual approach. The client was presented with three different routes, both visually and contextually, and ultimately selected the collage-style concept.


For the Gen Z target audience, I chose this collage style because it resonates with a DIY ethos and evokes the feel of a vision board—perfect for inviting the audience to imagine and shape their future at the University of Siegen. Additionally, collages are making a comeback, much like many other 90s and Y2K-inspired design trends.


Have a look at our scribbles here:


Endlich mehr Freiheit

(Finally some more freedom)

Campaign idea for a FinTech company

— PROJECT NAME

Finally some more freedom


— ROLE

Art Direction


— DATE

September 2024

Bling is a FinTech company that provides families with a prepaid card and app for kids and teens to make payments, save, and invest. Parents can transfer allowances, track spending, and manage mobile plans, all in one simple solution.


I applied to work for this company in the summer of 2024 and while they chose a different candidate for the role, I was still proud of the work I did for the case study in the hiring process and want to present it here.

The task for the Bling campaign presentation was to create a comprehensive campaign concept for the new school year and accompanying assets for Bling, a financial app aimed at helping families manage finances, particularly focusing on teaching children financial responsibility. Including an analysis and ideation.

 

Analysis:

I started by conducting a detailed analysis of the brand, its target audience, competitors, and Bling’s current market position. I examined Bling’s unique selling proposition (USP), communication style, and customer perception. Additionally, I researched competitors (in Germany but also internationally), particularly banks and budget apps, to better understand Bling’s competitive advantages.

 

Ideation:

Based on my findings, I developed the core concept for the campaign. The idea was to emphasize how Bling allows both children and parents to manage finances in a stress-free and educational way, especially at the start of the school year. The concept focused on freedom, responsibility, and simplicity for both parties.

 

Design and Creative Execution:

I created several assets for the campaign, including a campaign video (storyboard), paid social media posts, and a landing page header. The video showed relatable, day-in-the-life scenarios where parents and teens use Bling for financial management. The social media post was designed to communicate Bling’s value to parents in a direct and engaging way. Lastly, I designed the landing page header to drive traffic and conversions with a clear call to action.

 

To create the storyboards I used Adobe Firefly.