Brief - 

To create a special edition vinyl cover for a band and have it visual represent the style and subject matter of the music. 

Rationale -

Imagine dragons’ Night Visions album has strong themes of depression, reinvention and being lost.  I worked on a series of textures with various different mediums and then adjusted them in post to find a visual stye that would best communicate these elements.

Brief - 

Whilst at university I wrote my dissertation “ A-gender, a gender agenda” on the current state of Identity politics and queer theory and the trend of pushing against generational dogma with regard to personal identity. 

I wanted to create a set of images as part of a campaign that plays with masculine and feminine imagery and could be that base of the beginnings of a conversation about why we are the way we are.

Rationale -

I decided on Ze as the over arching name for the project as at the time it was suggested as the preferred pronoun for an individual who doesn’t want to identify as either gender.

I knew I wanted to feature people in the photography and have them as bare as possible to give a sense of stripping back the layers and to illustrate that it’s possible that people might be very different underneath what they choose to portray to the world. I also played with colour specifically pink and blue on the lips of the models, attempting to demonstrate the gender specific nature of seemingly benign things and provoke the question around the assigning of gender to certain behaviours, objects and even colours.

The presence of flowers in the imagery came from some creative studies and experiments I had done as well as a few photographic projects. Flowers are typically viewed as a feminine object, something that is bought for woman and (traditionally) that only woman are allowed to appreciate, despite flowers essentially being the male reproductive organs of the plant world. I found this to be an interesting paradox and though it would make for interesting imagery. Especially when contrasting to an extreme masculine symbol such as the stag antlers which other than being aesthetically impressive also conjure up images of competing for female attention, hunting and providing. Ze was featured in the end of year show at The University of Greenwich.

Brief - 

Create a logo and label for a new high-end tequila importer with a strong old west feel. Incorporate the black cow (Vaca Negra) into the design. Make reference to blue agave and include “100% Agave Azul” and “Extra AÑejo”.

Rationale -

While the brief made it specific that they wanted an old west style I wanted to incorporate a hint to Mexico where tequila has its roots.

I chose to represent the black cow of the brand in the style of a Mexican sugar skull from the world famous day of the dead festival. 

This angle was not explore by any of the other 200 designers that tackled this brief and I won the contract as a result and continue to work with Vaca Negra on their branding today.

I chose a strong legible font for this design but with the larger text I outlined with a rough brush to enhance the vintage and old-fashioned style and to help the design stand out on the shelf next to its competitors. 

Other than mentioning “100% Agave Azul” in the label I also incorporated the agave plant into the design, it appears in the center of the bulls skull and a second time at the base between the flourishes below “Extra AÑejo”. 

Brief - 

To suggest a line extension to an already existing product. Develop the product and campaign for that extension. 

Rationale -

I chose to create an extension for the already existing Victoria Secret body paint. 

My Marketing Strategy was created based on the Slogan “Anywhere?” followed in part of the campaign with “Anywhere.” “Anywhere?” in the context of the campaign has 2 meanings. Within the Poster campaign it means the product is so good you might want to use it anywhere. The provocative imagery of the posters makes sure that this meaning is easily understood. Within the context of the Tube Screen Ad/Ident as the model is static while the question “anywhere?” appears. Implying that the viewer has asked. Then the Word fades and “Anywhere.” reappears only this time the model mimes the words implying that they are answering the question and confirming the product can go anywhere. Following this “exchange” the products is shown.with the copy “its so good you’ll put it anywhere”. This Tube screen ad was possible within the space of 5-10 seconds so could communicate the product and premise to the audience thoroughly but within the time it took for the viewer to pass the screen on the escalator that these screen are found next too.  

For the packaging of the product I explored semiotics of the forbidden fruit  connoting temptation and lust, keeping with this idea the apple shaped container was developed. The apple was filled with the white chocolate paint and had a brush attached to the bottom of the apple stem that lifts out for application. 

With the Packaging, Ident and Posters complete I noticed that all my current chosen media do not engage with the consumer on a more personal level. The consumer was being advertised “at”. After careful consideration of how to get suitable involvement with such a product I eventually decided on a pop up event. “Victoria’s Secret We Time”. Couples are approached and asked if they would like a free Dinner/Lunch. Assuming they accept they are led to a high quality restaurant where they are given a complimentary meal, the only rule is that they must leave all Phones, Tablets and other Electronic devices at the door. This lets the couples engage and really enjoy each others company uninterrupted in a way that can’t usually happen these days. Instead of a third course the couples receive Victoria’s Secret White Body Chocolate with a note saying “skip third course, go have dessert”. It is my hope that this would bring couple closer together and give the brand a good social media presence. 

This event would be filmed and then become part of the campaign itself and hopefully gaining customer involvement with the hashtag #VSwetime.