Fuel Your Fun, a campaign for Beef Loving Texans’ My Plate campaign

Texas Beef Council participates in a nationwide program, Choose My Plate, created by the USDA program to promote balanced and healthy portioned meals for children and adults across the nation. Our solution remained within USDA guidelines and the final served was a campaign refresh with a more modern approach for the poster, handout and website.

The children’s poster was placed in schools across the state, so I created a concept for a colorful outer space theme that was more likely to get noticed in a busy energetic school environment.

[Creative Concept | Art Direction | Design | Illustration Direction | Headline Copywriting]

The original adult campaign visuals included a yellowed ranch-style dinner plate setting paired with a red checkered napkin. I felt the adult poster should look more modern, so focused the creative direction on a table setting with an overall lighter tone and including a white modern plate with smaller portions and healthier food selections.

Designer: Aaron Bates