This design won a back-to-back CAMA Award.
The driving force behind the design showcased here is a desire to convey Meridian’s core values of quality, confidence and building relationships. From ad’s onset, the reader’s attention is drawn to the line “Building a Legacy”, written on a Meridian-red background. This idea of a legacy sets the stage for the ad’s central image depicting three generations of satisfied farmers. Their overt happiness builds a sense of confidence and trust with the reader while the image’s muted tone conveys a sense of timelessness. The timelessness of the image as well as its relatability reflects the quality and consistent performance of Meridian products whose use spans generations.
The tagline of the image reiterates Meridian’s core value of building trust and relationships with each customer. Moreover, the second ad, focuses on swiftly communicating to readers the key features that give Meridian products their unrivaled quality. Each key feature is supported by imagery and is explained in the right-most column, with special attention being placed on the product’s warrantee and resale value. Overall, the ad uses a layout that efficiently conveys to readers the core values behind Meridian products and exhibits these core values through a breakdown of how each feature of the SmoothWall bins lends to the product’s superior quality.