Radian Campaign Concepts
Exploring multiple creative directions without changing the message.
OVERVIEW
Different creative directions. Same message.
Radian needed to increase awareness and generate quotes for private mortgage insurance (PMI), a product many homebuyers don't realize they can choose. Rather than rewriting the message, this project explored how different visual treatments could influence engagement while remaining consistent with established brand standards.
HIGHLIGHTS
MY ROLE
Multiple concepts built around the same campaign.
I developed several distinct visual concepts that interpreted the same campaign in different ways, balancing readability, hierarchy, imagery, and brand consistency while preparing creative for client review and production.
THE CHALLENGE
The copy stayed the same. The design didn't.
Every concept used the same copy and call to action. That constraint shifted the focus entirely to visual communication—testing how layout, typography, imagery, and composition could create meaning without changing the underlying message.
DESIGN APPROACH
Hold the strategy constant and let the design do the work.
By keeping the messaging identical across every execution, each concept became a focused exploration of visual hierarchy and brand expression. The process allowed the team to evaluate multiple creative directions before refining toward a final campaign.
OUTCOMES
Creative exploration that informed a stronger final direction.
The exercise demonstrated the value of broad visual exploration early in the creative process. Rather than presenting incremental variations, the concepts provided multiple fully realized approaches, giving stakeholders greater confidence in the creative direction ultimately selected for production.
