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My Cleveland APL
Annual Marketing Campaign
Annual Marketing Campaign
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For their 2021 Annual Marketing Campaign, Cleveland APL's leadership and communications team worked closely with the Sweeney team to develop a creative theme that fell within their very specific vision: to be titled "My Cleveland APL" (an homage to a "My Toledo Zoo" campaign admired by the CEO), in order to plant a seed of differentiation among other "APL" organizations in the mind of the brand's audience; and to convey (verbally and visually) their four categories of service: Adoption, Fostering, Humane Investigations, and Veterinary.
Role | Art Direction, Creative Direction & Creative Copywriting
Client | Cleveland APL
Agency | Sweeney
Client | Cleveland APL
Agency | Sweeney
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/7fb5a3ac-aaa0-4536-8d80-fe9b0660c726_rw_1200.png?h=b281bf2f8971d768f304b09f3d206f0f)
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/49e2fb62-9d25-4d8f-b85d-663f60f84d2a_rw_1200.png?h=4d9e37523fd380bc99682490fc980f41)
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/6fbcdbd6-e506-44ac-939d-c36eb2fb7f0e_rw_1200.png?h=26d4f874844fea5a7f03c0325afb9b4f)
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/a855abba-015b-44f9-9024-e88ac8a68155_rw_1200.png?h=f65f1ef4f75d9716d68c9021af630df2)
A recurring of purple motif was incorporated into the photo and video shoots to fortify brand recognition, and to act as a metaphor for the various ways the organization is an asset to animals and people alike.
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/155db250-de11-40ab-8caf-a7392a026aba_rw_1920.png?h=38fcef8302d73d7c2e084f36adc08ada)
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/9386e4c4-c9df-4705-8941-60d46666ced6_rw_1920.png?h=eac9a201bb7432db8e6d16cd0954413b)
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/6c6b830e-c101-43ed-b504-21232fd372e0_rw_1920.png?h=6456d5d5d1ebf883bd4ad2d0fe6e2a64)
![](https://cdn.myportfolio.com/39e77289-34c9-448b-acc7-519bfde005df/bf9ca573-ddd5-4125-b41c-1d83cac16dad_rw_1920.png?h=ff16eeacfb8eff0650c7fcc9dcc4f80a)