Jeep Renegade Retailer Launch
For the launch of the new Renegade in September 2018 I worked with HPS Group to deliver marketing support to the retailer network. These included invitations and incentives, communication packs, marketing assets (digital and print) and on-site POS.
‘Born to be Wild’ was the established national campaign line. We looked at how we could unpack this for the Renegade.
How could we drum up excitement for the delivery of the new vehicles? How could we capture the spirit of the Renegade and inject that sense of adventure?
Well, our Jeep wasn’t simply going to be delivered to the retailer, it was going on its very own fantastical journey – it was going to go Renegade!
From factory to retailer, we followed the Renegade’s journey. Communication packs were sent to retailers from different locations along the way. Each ‘mud-splattered’ box contained a regional treat, a postcard (containing technical spec) and a route map, which delivered product, offers and audience information along with partnership ideas. The destination co-ordinates on the front were related specifically to each retailer. Countdown emails accompanied the packs, helping retailers to prepare for the launch event, along with direct mail pieces and online marketing assets.
The POS was a culmination of the journey – with vehicle finally on show, pristine and gleaming, back from its travels. Marks were added to the floor to give the impression it had just skidded into the showroom. Photos of the adventure surround it, inspiring customers to embrace their wild side and go Renegade!
Jeep Wrangler Launch Emails
Awareness and tactical emails for the October 2018 Wrangler launch. A ‘magazine’ style layout was adopted, with big photos and strong headline statements befitting of the ‘Ultimate Jeep’. We wanted customers to get a sense of the fun that could be have with the all new model.
Subtle lighting effects were used (see gifs at bottom of page) to create the ‘reveal’.
3M are world-leading innovators in operating room solutions. Working with the HPS Group and Breakfast of Champions, I was tasked with creating a concept that promoted them as the ’go to’, most trusted supplier for healthcare organisations.
The line ‘every patient is part of our family’ creates a sense of warmth and trust. A patient isn't 'just' a patient to a healthcare professional, who brings to work compassion and a deep sense of responsibility. Healthcare professionals are a son, a daughter, a parent, just like anyone else. The message 3M are delivering to them is ‘we know how much you care, so we will provide you with products you can depend upon for the patients who depend on you.’
Film was best vehicle to evoke an emotional response from the audience. We were able to show the two sides of their life – the anaesthetist who reads his daughter a bedtime story, who then comforts a little boy and his teddy bear before surgery, the nurse who squeezes the hand of a mature female patient and makes her laugh, before cutting to her doing the same with her mum. Short, simple, emotional.
The films were shared across social media, directing viewers to a specially designed microsite. This contained further product information, stats and a Story-Stream style curated hub which aggregated rich content from clinician forums, prolific news and information sources, plus 3M blogs and patient-facing content, all giving a sense of being part of a ‘global family’.
Concept and Creative Direction: Becks Boulter
Production and Direction: Breakfast of Champions
Learning on Screen is a charity and membership organisation that promotes the use of moving image and sound in UK Higher and Further education and research. In 2016 the organisation rebranded from The British Universities Film & Video Council (BUFVC) and got in touch about devising the new visual identity.
The brief called for a clean, accessible style that highlighted the organisation’s work with moving image. It had to appeal to a core audience of students, teaching staff and academics. The typographic approach utilises a bold, contemporary sans serif font and sees the ‘on’ positioned within the 4:3 aspect ratio marks of a screen (also a nod to a camera’s viewfinder lines), creating a clear, versatile, rectangular form. The academic purple combines with a vibrant magenta and is further complimented by a lively secondary colour palette. The brand material incorporates high impact, full bleed photos with block colours, clean type and a line drawing illustrative style.
The Wildlife Trusts is an organisation made up of 46 individual Trusts across the UK. Each Trust is an independent charity. For more than a century they have been working to save wildlife, increase people’s understanding of the natural world and to deepen people’s relationship with it. They have have over 850,000 members, 2,000 staff and 600 trustees, and currently look after more than 2,300 nature reserves, covering 98,500 hectares.
The purpose of the annual impact report is to update Trusts, partners, funders and supporters on the scale and impact of the work of the Wildlife Trusts as a movement over the preceding 12 months.
It aims to engage those audiences with some of the individual stories behind Trust projects, to share the achievements so they feel connected to the impact the organisation is creating, to inspire and encourage their continued support.
The style here is colourful and positive, with a strong emphasis on people and wildlife. The challenge was to create infographics that are visually engaging and exciting. Each set of statistics is brought to life in the style of an illustrated wildlife ‘scene’, this helps convey the sense of people working with nature to make a difference. Illustrative details were added so that each time the page is visited there is more to see, giving it depth beyond the facts imparted. The illustrations combine with a selection of big, beautiful photographs to create an overall bright and exciting look and feel.
The report was printed as well as made available online and has received an overwhelmingly positive response.
My relationship with Francoise and Julian, owners of Revalation Vineyard, goes back a number of years – listening to stories from the the vineyard from the initial planting, to the bottling of their very first vintage. So when they discussed creating a new brand identity I was delighted to get to work.
The vineyard is located in Reva, a town nestled in the shadows of the Blue Ridge Mountains, Virginia. From sunrise to sunset the view is breathtaking and this became central to the design.
The landscape was simplified to a cut out style, the bottle forming the sky. The mountains are represented, and also the undulating movement of wine being swirled around a glass. The colours are adapted to the type of grape, and this also reflects the landscape as it changes colour across the day.
Visual hacking and screen privacy is more important than ever in the current climate, as such 3M wanted to increase awareness of privacy filters and drive an uplift in sample requests. HPS Group brought me onboard to develop the concept.
The target audience was tech savvy business decision-makers who would then implement privacy filters across their organisation. The focus was on people who work on the move – on their commute, reading emails, accessing important information they wouldn’t want anybody else to see.
It was decided the campaign would initially be implemented in London, targeting people in transit, utilising formats such as: underground escalator panels, large digital panel at King’s Cross, motion enabled digital 6 sheets, train car panels, as well as wifi sponsorship at airports and WEVE MMS messaging.
Research showed that almost nine out of 10 workers had caught somebody looking over their shoulder at their device in a public space. We wanted to explore the familiar feeling of being watched.
Our concept saw photographs and footage of people looking down as if peeking at somebody’s phone/laptop, combined with the headline ‘Feel like you’re being watched?’. The direction of the glance was chosen with the advert’s position in mind for maximum impact – i.e. looking down at a passenger on a tube train, peering down at people in King’s Cross station, eyes following somebody riding the escalator.
With 90% of visual hacking attempts successful, we wanted the campaign to make people feel uneasy, to raise their awareness and to take action to protect themselves.
3M have reported a substantial increase of sales since the campaign’s launch.
A period of rapid expansion at this well-established family business necessitated a complete overhaul of their branding. It required a contemporary identity that reflected the scale and capabilities of their operation.
Their client base ranges from homeowners and retail outlets to hospitals and vast warehouses. The identity had to look professional and suit this broad range of client, but also convey being trustworthy. Customers needed to know they were getting more than a CCTV system, they would be gaining peace of mind.
The logo sees the camera lens forming the iris of an eye, the message implies – ‘trust us to look out for you’.
This Hackney-based store operate a strict policy of selling only ethical, organic and homemade products, as such they required a traditional brand that people could trust. The identity was influenced by the styling of mid-century British shop fronts. Farrow and Ball’s ‘Brinjal’ forms the sophisticated primary palette. ‘Brinjal’ takes its name from the skin of an aubergine – a subtle salute to their produce!
A collaboration with the stupendous Breakfast of Champions for Channel 4, ‘The Science of Dating: How to Fall in Love’ is a fun look at the science and psychology behind attraction, love and relationships. Check out the trailer here or watch the full film on All 4.
After taking charge of the research, illustration, art direction, and a spot of writing, I was momentarily considered quite the authority on matters of the heart. It even lead to an unexpected turn on BBC radio as a ‘love expert’!
Grace: Danielle Henry
Mike: Steven Kyman
Director: James Murphy
Art Director, Illustrator & Writer: Becks Boulter
Executive Producer: Andrew Gillman
Animation: Francesca De Bassa, Justin Lowings, Ketan Kulkarni, Alex Polozuns
Sound Design: Simon Epstein
Production Manager: Miles Paulley
A series of modular animations, ideal for social sharing, promoting the area of Vauxhall for property developers Mount Anvil.
Art Direction and Illustration: Becks Boulter
Animation: Breakfast of Champions
This was the UK’s first adoption service television commercial. Studio Breakfast of Champions asked me to devise the concept and lead the creative direction. It was a responsibility to ensure this brief was handled sensitively and hit the right note with audiences, especially as this was the first of its kind. We opted for a combination of 2D character animation and live action because we wanted to give a sense that they could be any child waiting within the system to find a loving home. It also maintained an authenticity that we felt would have been lost by using child actors.
The message is positive and playful whilst retaining an emotional appeal.
Production and Direction: Breakfast of Champions
Creative Direction, Storyboard and Character Design: Becks Boulter
Music and Sound Design: Echoic
Character Animation: Aaron Jonas
Live Action Producer: Victoria Cairns
D.O.P: John Gout
Camera Assistant: Jack Lee
Regular client Cifas is the UK’s leading fraud prevention service. A non-profit membership organisation, its members share their data across sectors to reduce instances of fraud and financial crime.
Cifas research showed that increasing numbers of young people were affected by fraud, either being targeted by online fraudsters or unwittingly engaging in fraudulent acts themselves.
I worked with Cifas and the PSHE Association, the national body for Personal, Social, Health and Economic education to create a branded resource park containing Anti-Fraud Education lesson plans with accompanying resources. The lesson plans are targeted at 11-16 year olds and cover awareness of fraud, common scams, identity theft and money mules among other subjects.
I created bright, accessible illustrations that utilised Cifas’ lively colour palette, to keep students engaged with the subject matter. The style is retained across all materials, including lesson plans, case studies, task sheets and tests.
Identity and material for art collective Collective Matter and its collaboration with Tate Modern – ‘Material Action’. Collective Matter is a collaboration between artists who use clay and materials to explore cross-disciplinary practice and creative communication and learning. Their Tate Exchange Residency saw them deliver a six-month programme of clay workshops at Tate Modern, Pump House Gallery, Beaconsfield Gallery Vauxhall and Gasworks that explored the changing narrative of the Lambeth and Wandsworth.
Ceramics & Glass degree show material. Understated monochrome design with full colour shots of the work. A soft touch matt lamination and spot UV varnish was applied to the catalogue cover, for a tactile contrast the inner pages were printed on a silk stock.
HPS Group asked me to devise a concept for MINI’s ‘Giving Back’ campaign. This is a promotion that offers discounted cars to those who give to the community, in this case targeted at teachers.
Harnessing MINI’s fun and playful tone of voice we employ ‘typical’ teacher sayings to advertise the offer. Combined with enticing shots of the new vehicles, the aim was to capture those who hadn’t treated themselves for a while, and those who desired a new model that had become more affordable.
The campaign was rolled-out online via targeted advertisements on Facebook and Linked-In, and also via direct marketing, with flyers delivered to schools.
Over the years I’ve art directed, illustrated and storyboarded films for a number of big brands (BMW, EDF, GSK, Intel, O2 and Channel 4…to name a few) as well as some pretty exciting start-ups. Here’s a soupçon of my favourite frames.
Explainer film for Adizio – a self-serve online advertising buying platform. This character-based animation follows our diving fanatic as he advertises his ‘Flipper Emporium’. Keep an eye out for the ‘flashy creative team’…
Art Direction, Illustration and Storyboard: Becks Boulter
Animation: Justin Lowings
Sound Design: Echoic
Design and publicity for ‘Unsolicited Material’, three EPs by singer-songwriter Declan Bennett.
The name is a tongue-in-cheek comment on the fact the material was initially rejected by record producers – hence the strikethrough to the title. Coloured vinyl was selected to represent the city in which each EP was recorded.
Animated explainer film for marketing company, Bloom Intelligence.
Art Direction, Storyboard and Illustration: Becks Boulter
Animation: Breakfast of Champions
Visual Metaphors at Work builds on pioneering management research that uses images and objects to reveal tacit knowledge and promote deeper communication in teams.
The organisation has developed a methodology called Lephorus, which is applied in online workshops conducted by accredited facilitators. Participants are encouraged to assign symbolism to images, allowing previously unrecognised issues within organisations to be revealed. It promotes deep conversations in a highly interactive, fun, non-aggressive and non-confrontational way. The workshops have been held internationally and the next step is to roll-out Lephorus to virtual teams in multinational working environments.
I created a brand identity for the organisation. It follows the principle of revelation – the letter ‘V’ is revealed within the ‘M’. Colour and texture play a crucial role during the workshops, this has been reflected throughout the brand materials with the use of embossed stock and special finishes.
During the workshops each client requires a different set of visual metaphors to be created, which tend to be a series of different illustrations based around one theme, for example chairs, jugs, abstract images. I interpret and design from material and references, collaborating directly with Kerstin Potter, the CEO of Visual Metaphors at Work, to achieve a completed set. It can be painstaking work (!) but ultimately I'm proud of being integral to this unique project.
Series of illustrations commissioned by Lincolnshire Local Authority to support its initiative to encourage people of all ages and abilities to get more involved in sport.
Sarah Jane is a personal trainer and nutritionist based in London. We wanted to bring a sense of movement into the logo. This was achieved through incomplete, developing letterforms that reflect, for example, a flow of an arm, or the mapping of a run. The feeling is of being perpetually in motion. This style was continued through the brand’s iconography, seen featured on the website.