Advertising pitch*, concept and creative direction: French Connection has walked the line between traditional fashion advertising and the attention-seeking electricity of FCUK in the 1990s. Our campaign concept was geared towards getting attention and retaining fashion edge, with the aim of igniting social/digital intercourse. *Includes images, music and lip clips sampled from the Internet, used solely to communicate the concept.
Concept and creative direction for M&S Woman rebrand: The creation of a new brand identity for M&S’s core womenswear range ‘Woman’, which was tired and outdated. The work included brand positioning, brand name generation, strategy, logo design, design, typography and artwork for print. The new brand name M&S COLLECTION featured an elegant look and feel, and distilled a diverse range of products into a cohesive fashion range.
Concept and creative direction, Jigsaw menswear & womenswear autumn/winter advertising campaign: The campaign work was based around a highly stylised autumnal colour treatment of photography shot in the UK, and included photographer and model selection, art direction, pre and post production, shoot production, design and layouts.
Rebrand concept and creative direction: A complete rebrand of the real ale brand Adnams and all its divisions, led by the creation of a unique typeface inspired by signage from local boatyards and a new positioning building on Adnams’ strong history in Southwold, Suffolk. The work encompassed creative strategy, branding, logo/brandmark design, typography, advertising, photography, design, packaging, labels and brand guidelines.
Brand refresh, concept and creative direction: Brand refresh for a quintessentially English country clothing and accessories brand to attract a younger, more fashion-conscious customer. The campaign ran in print and POS, with the work including art direction, model casting, photographer and location selection, design and layout.
Advertising concept and creative direction: The brief was to create top-of-mind awareness for Travelocity in the Indian market through an ATL campaign spanning press, outdoor, digital and in-flight media. The campaign generated a high degree of social comment as well as realising an almost 200% increase in visits to the Travelocity site.
Concept and creative direction: Per Una had lost both its direction and its credibility as a fashion brand. Tasked with changing the public’s perception via a press campaign, we selected Amber Valletta as the key model and Andreas Sjodin as the photographer. The campaign ran across consecutive pages in national press and fashion magazines.
Concept and creative direction: Brand development and both internal and consumer-facing communications for M&S’s award-winning sustainability campaign Plan A. Our work was integral to the positioning and ultimate success of Plan A communications, including strategy, branding, logo design, brand mark creation, brand design and brand guidelines. Initially launched internally, the communications campaign was so successful that it was rolled out to customers through in-store communications and advertising campaigns.
Concept and creative direction, Swarovski Elements advertising campaign: The concept Jawaher (light) and imagery was created to communicate with designers from brands such Bulgari, Escada, Christian Louboutin, Dolce & Gabbana and Hugo Boss that are popular in the Middle Eastern market. The campaign was art directed, filmed and edited to bring Vogue-style fashion sensibilities to Middle Eastern dress.
Freelance art direction, Agency Sapient: Advertising pitch concept* for the BMW 7 series. The 7 series is a ‘jewel’; a high-end accessory essentially not dissimilar to a Rolex Watch or a Cartier diamond ring. The car’s technology enhances the driving experience to the extent where man and machine become one.
Concept and creative direction: The launch of BA’s CSR/sustainability initiative, during a period when the airline industry was coming under sustained attack from environmental groups and BA’s internal audience were all too aware of the risks associated with ‘greenwashing’. Working with focus groups comprising staff, management and environmental strategists, the positioning of ‘responsible flying’ was arrived at.
Concept and creative direction: Rebrand with new brand mark and logo, positioning Woods of Windsor as ‘The fragrance of England’, supported by advertising and POS concepts. Core packaging and product ranges were designed to appeal to a younger audience, while taking care to account for the loyalty of the brand’s traditional customer base.
Concept and creative direction, Marks & Spencer – M&S rebrand: Following years of declining sales and in the face of a hostile takeover by the Arcadia Group, Marks & Spencer wanted to establish itself as a modern retailer. Our rebrand and repositioning involved creating the M&S logo, creative strategy and art direction of the new advertising featuring Twiggy and Erin O’Connor. The work included branding, design, art direction and brand guidelines.
Concept and creative direction: The brief was to relaunch the tired and underperforming Dorothy Perkins as a credible high street fashion brand. Initially this involved conceiving and art directing the hugely successful ‘Where you can afford to look good’ campaign featuring supermodel Helena Christensen. The launch campaign was followed by many more, consolidating Dorothy Perkins’ positioning as a fashion-led retailer.
Creative direction: The creation and design of an identifiable and unique brand for a niche whisky distributor, to appeal to whisky connoisseurs. The design, which included bottle selection, stopper, packaging and labelling, had to embody the rich heritage of the distilleries while clearly differentiating the six whiskies which retail at up to £700 a bottle.
Concept and creative direction: The first imagery created was to communicate the brand position 'girls together'. The first ad, as part of the 'colour block campaign' was their best performing in over three years. The second saw a 61% increase in profits for the lines featured. By the end of the year, New Look’s like-for-likes had gone from 7% down to 3% up, a turnaround of 10% in one of the most difficult trading climates the high street has ever known.
Concept, creative direction: The development of BP’s CSR platform and a ‘humanising’ of the Groups’s code of conduct. The work was led by a rebrand of the Ethics & Compliance function, including logo design, followed by brand development, the creation of an internal communications campaign to engage staff globally, and web work in other areas of the Group.
Advertising pitch*, concept and creative direction: The brief was to boost sales of ghd hair straighteners in the run-up to Christmas. At the heart of our concept was the truth that Christmas can bring unwanted and disappointing gifts. Using the message ‘Tell them what you really want’, we gave the product a premium, highly desirable positioning, through a campaign proposal encompassing magazines, digital media and POS.