The project
Smith & Sons Carpets wanted to strengthen their presence in DevonLife magazine and expand into online advertising for the first time.
I developed a cohesive suite of print and digital campaign assets, including full-page and half-page adverts and a long-form editorial feature, helping the business present itself as an established, trustworthy and quality-focused local brand.
Creating a stronger advertising presence
Smith & Sons Carpets had previously relied largely on Yell.com listings and did not yet have an established visual direction for wider advertising.
The DevonLife campaign provided an opportunity to create a more considered and distinctive approach that could better reflect the quality of the business and appeal to homeowners across Devon.
Establishing the visual direction
The campaign needed to feel polished and premium without losing the approachable character of a trusted local company.
I developed a clear layout system using refined typography, strong imagery and considered spacing. This gave each advert a more editorial feel and helped the brand sit confidently within the visual environment of DevonLife magazine.
Designing for different print formats
The campaign included both half-page and full-page magazine adverts, each requiring a slightly different balance of image, messaging and contact information.
Rather than simply resizing one design, I adapted the compositions to suit each format. The full-page adverts allowed for a more immersive visual approach, while the half-page designs used tighter hierarchy and concise messaging to communicate the offer quickly.
Long-form editorial design
Alongside the advertising campaign, I created a longer editorial-style layout that gave Smith & Sons more space to introduce the business, explain its services and build trust with readers.
The design combined article-style typography, photography and supporting information to create something that felt informative rather than overly promotional.
This helped position the company as an experienced local specialist while giving readers a clearer understanding of its products and service.
Extending the campaign online
The print direction was also adapted for DevonLife’s digital platforms, marking the company’s first move into online advertising.
I carried the same visual language across the digital assets so the campaign remained recognisable and consistent wherever it appeared.
This included adjusting layouts, typography and image placement to suit digital dimensions rather than simply repurposing the print artwork.
Creating consistency across the campaign
A key part of the project was making sure every asset felt connected.
The typography, image treatment, spacing and tone were kept consistent across the full-page adverts, half-page placements, editorial feature and digital campaign graphics.
This gave Smith & Sons a more professional and memorable presence across all campaign touchpoints.
The result
The final campaign gave Smith & Sons Carpets a confident new advertising style and a stronger presence within DevonLife.
It marked a clear step forward from basic directory promotion into more strategic, design-led marketing, helping the business communicate its quality, experience and local reputation more effectively.
Services
- Print advertising design
- Editorial layout design
- Magazine advert design
- Campaign art direction
- Typography and layout
- Digital advertising assets
- Image selection and treatment
- Cross-platform campaign design
- Print-ready artwork
Need your advertising to feel more polished and consistent?
I create print and digital campaign assets that help local and established businesses present themselves with more clarity, quality and confidence.
