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’.
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.
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.
Revalation Vineyard’s name is derived from its location in Reva, Virginia. Nestled in the shadows of the Blue Ridge Mountains, the vineyard enjoys spectacular views from sunrise to sunset. As such, we felt this distinguishing attribute should become the core to our brand design.
The landscape was simplified to a cut out style, with the bottle forming the sky. When we look at the visualisation of the mountains, we also see the undulating movement of wine being swirled around a glass.
The colours are adapted to the variety of grape, also serving to reflect the landscape as it changes hue across the length of the day.
The flexible design allows for the many different varieties of wine, and when placed together as a set, evokes the feeling of a day in the life on the vineyard itself.
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.
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’.
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.