Potash Weekly Ad
Potash Inc., a well-established grocer, needed a refreshed approach to their weekly produce advertising that would drive customer engagement, improve brand consistency, and reflect evolving promotional strategies.
Project Overview
Client: Potash Inc.
Industry: Retail
Services Provided: Weekly Produce Ad, Visual Identity (Promotional program), Marketing Campaigns (seasonal promotions)
Duration: 12 months, 2016
The Challenge
The existing campaign process lacked visual cohesion, cross-department alignment, and consistency across digital and print formats. I was brought on as a freelance graphic designer and marketing professional to lead the visual and strategic execution of these weekly campaigns—both online and in print.
Key challenges included:
Ensuring weekly promotions were accurately represented.
Coordinating with multiple department managers under tight timelines.
Aligning ad visuals with brand guidelines while making them visually compelling.
Optimizing the web version of ads for performance and conversions.
The Approach
To address these challenges, I implemented a structured workflow that began with coordinating across departments to confirm weekly promotions and product details. I conducted product research and designed visually compelling ads that aligned with Potash’s branding guidelines. Web ads were optimized for performance and conversions, and all final assets were uploaded to the HubSpot CMS and shared with print vendors for production.
Key Deliverables
Deliverables included weekly print and digital ad designs, optimized copy and layouts for the web, and custom graphics for featured products and rewards program tags. I ensured consistent branding across all platforms, managed CMS uploads via HubSpot, and finalized files for print production. Each piece supported a seamless and reliable marketing process from start to finish.
Results
The campaign achieved a more cohesive and engaging brand presence across media, improving both the visual appeal and promotional clarity of weekly ads. Internal collaboration and approval processes became more efficient, enabling consistent delivery under tight deadlines. The quality and reliability of the campaign contributed significantly to Potash’s overall marketing success.
After design change
Before design change
“Hector demonstrated exceptional skills in graphic design, advertising, and communication… He collaborated closely with me to refine the ad visuals each week, elevating the final product with custom graphics and tags… His reliability and commitment were invaluable to our marketing efforts.”
— Marketing Manager, Potash Inc.
