Description
Role: Copywriter, Art Director
Brand: Pantone
Every year, thousands eagerly await the announcement of the hue that will dominate the world. The 2023 announcement was no different, as Pantone declared the color of the year to be the vibrant Viva Magenta. Immediately, it reminded me of a tropical flower favorite, the Hibiscus. Among all its colors, it was this one that provided the opportunity to create a copy using alliteration. The design drew inspiration from a vintage color print ad from the 1970s, showcasing the brilliant colors offered. Naturally, it was a no-brainer to apply this to Pantone’s campaign announcement. Simplicity poised not just to showcase power in adjectives but to let the design speak for itself.