DI: What is the main principle, idea and inspiration behind your design?
YG : The main idea behind this project was to create playful digital ads for coffee that could stand out in a crowded online environment while still feeling fresh, warm, and immediately engaging. Angelino’s Coffee is a brand built around everyday coffee rituals, convenience, flavor, and approachability, so the design needed to communicate those qualities in a lively and memorable way.
The main design principle was simple: capture attention quickly, communicate the product clearly, create a sense of joy, and preserve the warmth of the brand.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
YG : My main focus was to create digital ads that could perform well in a fast-moving online environment while still feeling carefully designed, warm, and fun. In digital advertising, the viewer often decides in less than a second whether to keep looking, so the design needed to be visually clear, dynamic, and instantly understandable.
I wanted to achieve a balance between commercial effectiveness and brand personality. The ads had to promote the product, but they also had to feel flavorful, playful, and human. I focused on strong hierarchy, movement, color, product visibility, and an inviting tone that would make the coffee feel desirable, approachable, and easy to connect with.
DI: What are your future plans for this award winning design?
YG : My future plan is to continue building on this direction as part of a broader approach to digital advertising for consumer brands. This award-winning project confirmed my belief that performance-driven marketing design can still be visually thoughtful, expressive, and brand-building.
I would like to continue developing campaigns that combine clear commercial goals with strong visual storytelling. For Angelino’s Coffee and similar brands, there is a lot of potential in expanding this type of design language across seasonal campaigns, product launches, social media content, email marketing, and eCommerce experiences.
DI: How long did it take you to design this particular concept?
YG : The project developed over several stages, from understanding the brand and campaign goals to exploring visual directions, creating static compositions, adapting the designs for digital placements, and preparing animated versions.
The full series took several months to develop, as the campaign included multiple assets. This timeline allowed me to refine the visual language, test how the compositions worked in motion, and make sure the ads remained attractive, clear, flexible, and consistent with the brand strategy.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
YG : This design was created as part of professional work for Angelino’s Coffee. The goal was to develop digital advertising visuals that could support the brand’s marketing campaigns and communicate the appeal of its coffee products in a more engaging way.
I designed this particular concept because coffee is both a product and an emotional ritual. It is connected to taste, comfort, energy, routine, and small daily pleasures.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
YG : The design was created for Angelino’s Coffee and intended for use in the brand’s digital marketing and advertising communication. It was developed as a commissioned professional project rather than an independent product for sale or licensing.
The purpose of the work was to support the company’s marketing efforts, strengthen visual communication, and help the brand present its products in a more engaging digital format.
DI: What made you design this particular type of work?
YG : I am very interested in the intersection of aesthetics and performance. Digital advertising is a challenging format because it has to work quickly. It must attract attention, communicate a message, and create desire almost instantly.
That challenge is what made this type of work interesting to me. It requires both creativity and discipline. The design needs to be expressive enough to stand out, but clear enough to be understood immediately. For a coffee brand, it also needs to communicate flavor, warmth, and pleasure through visual language.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
YG : The project was not directly influenced by one specific designer or existing campaign. The direction came from the brand itself, the product category, the behavior of digital advertising platforms, and close collaboration with the client’s team.
Throughout the process, I was constantly in touch with the Brand Director Brooke Fryer-Minton to make sure the visual direction aligned with the brand strategy, campaign goals, and overall tone of Angelino’s Coffee. I enjoy this kind of collaborative work because it helps the design become more precise. A strong campaign is rarely just a designer’s personal expression. I believe it's something more like a dialogue between the brand, the audience, the product, and the creative team.
DI: Who is the target customer for his design?
YG : The target customer is a coffee drinker who values convenience, flavor, and quality in their daily routine. Angelino’s Coffee offers coffee products designed for home brewing, so the campaign speaks to people who want an easy, enjoyable coffee experience without losing the feeling of variety and taste.
The design also targets online shoppers who discover products through digital ads, social media, and eCommerce channels. For this audience, the design needed to be visually appealing at first glance, simple to understand, and strong enough to create curiosity about the product.
DI: What sets this design apart from other similar or resembling concepts?
YG : Many digital ads in the food and beverage category either become too generic or too visually crowded. With this project, I wanted to create something that felt playful and appetizing, but still clean, structured, and brand-conscious.
The ads are built to catch attention quickly, but they do not rely only on loud effects or aggressive sales language.
I wanted to keep the commercial message clear while adding more visual personality and interaction.
DI: Which design tools did you use when you were working on this project?
YG : I used professional design and production tools to develop the campaign assets, including Adobe Creative Suite and Figma, depending on the specific asset and animation needs.
The process involved visual composition, product image work, typography, layout development, adaptation for digital formats, and motion design.
DI: What is the most unique aspect of your design?
YG : The most unique aspect is the balance between performance marketing and visual refinement. Digital ads often prioritize speed and conversion so heavily that the brand’s aesthetic quality becomes secondary. In this project, I wanted the ads to remain commercially clear while still feeling warm, crafted, and visually enjoyable.
I don't want design to be something purely transactional, so I'm trying to use the short digital ad format to create a small brand moment: flavorful, inviting, and easy to remember.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
YG : This project was developed in close collaboration with Angelino’s Coffee Brand Director. Throughout the process, we stayed in regular communication to make sure the creative direction aligned with the brand strategy, campaign goals, product messaging, and overall tone of the company.
DI: What is the role of technology in this particular design?
YG : Technology played an important role because the project was created specifically for digital advertising platforms. The design had to respond to how people see content online: quickly, often on mobile screens, and surrounded by many competing visual messages.
Motion design and digital production tools helped bring energy and rhythm to the campaign.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
YG : Yes, the design was influenced by the logic of digital marketing and online consumer behavior. For advertising assets, it is important to understand how quickly people scroll, how little time a message has to register, and how visual hierarchy affects attention.
The research included reviewing the brand, the product category, competitor communication, digital ad behavior, and the visual expectations of food and beverage consumers.
DI: What are some of the challenges you faced during the design/realization of your concept?
YG : Digital advertising has very little time to communicate, so every visual decision had to work quickly. So one of the main challenges was creating ads that felt dynamic and attention-grabbing while staying clean and easy to understand.
Another challenge was building variety within consistency. The campaign included multiple flavors, product types, and promotional messages, so each ad needed its own visual hook while still feeling part of the same brand world.
The final work had to feel energetic without becoming chaotic, promotional without feeling aggressive, and playful without losing clarity.
DI: How did you decide to submit your design to an international design competition?
YG : I decided to submit this project because I believe marketing design deserves serious recognition as a design discipline. Digital ads are often seen as short-lived commercial assets, but they require a high level of strategic and creative thinking.
This project represented the kind of work I care about: design that is visually engaging, commercially useful, and connected to real communication goals. Submitting it to an international design competition was a way to present this type of digital marketing work in a broader design context and have it evaluated by an international jury.
DI: What did you learn or how did you improve yourself during the designing of this work?
YG : This project strengthened my understanding of how much can be communicated in a very short format. A digital ad may last only a few seconds, but it still requires concept, rhythm, hierarchy, emotion, and clarity.
It also reminded me that effective marketing design does not need to be aggressive. It can be playful, warm, and visually refined while still supporting business goals. That is a principle I continue to develop in my work: advertising can be persuasive without losing elegance or respect for the audience.
DI: Any other things you would like to cover that have not been covered in these questions?
YG : I would like to emphasize that this project reflects my broader belief in marketing design as a form of visual storytelling. Every digital ad is a small encounter between a brand and a potential customer, and even a few seconds can shape perception, create trust, and leave an impression.
For Angelino’s Coffee, my goal was to make those few seconds feel inviting, flavorful, and memorable. I wanted the ads to communicate the product clearly, but also bring a sense of warmth and playfulness to the everyday coffee experience. Receiving the Bronze A’Design Award for this work is especially meaningful because it recognizes the value of thoughtful visual communication in everyday digital environments.
