Objective:
The primary goal was to develop an informative and engaging landing page (whodoesmytrash.com) that would serve as a resource for customers. This page would be promoted through three rounds of postcards and an email campaign, encouraging customers to sign up with Basin Haulage by offering a limited-time discount.

Design and Implementation:

Landing Page Design:

• Hero Graphic and Headline: A striking hero image created using AI, paired with a compelling headline to grab attention.
• Content Sections: Six content sections were designed to provide detailed information about Basin Haulage’s services, the competitive landscape, and the benefits of choosing Basin Haulage.
• Call to Action (CTA): Prominent “Switch Now” buttons were strategically placed to encourage immediate action.

Postcard Campaign:

• Brand Consistency: Each postcard featured a unique image generated by MidJourney, maintaining consistency with the landing page’s visual style.
• Messaging: The postcards highlighted Basin Haulage’s pride in being a family business and one of the few carters in the area, emphasizing personal touch and superior service.
• CTA: Clear calls to action directed recipients to visit the landing page or call to switch services.

Design Tools and Techniques:

• MidJourney on Discord: Leveraged AI to explore and create unique photography, ensuring the visuals were fresh, relevant, and engaging.
• Graphic Design: Utilized Adobe Photoshop for additional enhancements and consistency across all visual elements.
• Web Design: Developed the landing page using Squarespace, ensuring a user-friendly interface and seamless integration with Basin Haulage’s existing website.

Execution:
The project began with a detailed discussion with Basin Haulage to understand their needs and goals. Richmond Concept provided an estimate and timeline, and upon approval, swiftly moved into the design phase. Initial concepts were delivered within 3-5 business days, and through close collaboration and iterative feedback, the final designs were refined and approved.

Outcome:
The AI-generated visuals provided a modern and professional look, setting Basin Haulage apart from competitors. The landing page and postcards effectively communicated the company’s value proposition, helping to drive customer engagement and market share acquisition. The innovative use of AI in photography showcased Richmond Concept’s forward-thinking approach and commitment to leveraging cutting-edge technology for superior design solutions.

Tools Used:

• MidJourney on Discord
• Adobe Photoshop
• Squarespace