Final year project
The Faraway [Read more]
The Faraway - Advertisement Board
This advertisement board for the audible original title 'The Faraway' includes the main illustrated imagery for the identity and is intended to be placed in areas such as the tube to entice interest and curiosity for the title. As 'The Faraway' is intended to be a fantasy audiobook targeted towards those aged 30-34 without children, I aimed to create an identity that focused on the theme of escapism, envisioning a colourful and rule-breaking parallel reality that the main character Daniel is transported to. Ultimately offering Audible listeners a new fantastical reality to step into during work commutes or when winding down in the evenings.
Artisan Drinks - App and Product Presentation
The Artisan Drinks Company presented the challenge of creating a digital campaign for their brand, which would engage new customers and entice them to purchase their award-winning product. The digital campaign focuses on encouraging potential consumers to #BecomeArtisan and experience Artisan with added exclusive benefits which can be accessed from home. This includes mixology masterclasses curated by professional master bartenders and fruitful award opportunities. Meaning that through digital means such as social media, animated advertisements (see YouTube Link 1) and the app Artisan would build an environment of interactivity and community, deepening their connection to consumers.
Digital Mind - Illustrative Logo
By creating a sub-brand of the mental health charity Mind, this project aimed to reach those struggling with the pandemic in a wide-reaching but hopeful way. This service was particularly targeted towards students aged 18-24 who have evidently felt many effects of the pandemic such as isolation and heightened feelings of anxiety (The Mental Health Foundation 2020). A social media presence was an important factor of this project with multiple animated 'stings' produced to gain audience attention. See YouTube Link 2 for the full video.
The Faraway - Main Cover and App Usage
These visualisations depict the finalised cover design and displays this design in the context of the audible app. The finished concept includes a custom typeface designed by me to enhance the 'The Faraway', creating a more cohesive identity overall.
The Faraway - Bus and Tube Advertisements
The identity also exists in multiple 'Out of Home' environments. The main identity touchpoints are in areas where commuting to work would be common among my target audience of 30-34-year-olds, reinforcing how audible can be used anywhere for however long or short the user likes.
Membership Stickers
This visualisation shows the conceptualisation of Artisan Membership stickers which are a key element to the Artisan digital campaign. The Artisan Membership would allow users to access premium content such as masterclasses led by top bartenders in the industry and exclusive member products and rewards online. This concept would enhance the digital campaign and the Artisan Drinks brand by deepening consumer interest, interaction and connection.
Artisan Drinks - App Advertisement
This advertisement designed for social media aims to bring together multiple concepts of the digital campaign together, focusing on the new app development. The app would entice consumers to easily browse Artisan's collection and introduce member content. The copywriting used also intends to reinforce the premium quality of the Artisan product.
Digital Mind - Branding Guidelines and Social Distancing Design
The brand book for the sub-brand Digital Mind outlines the brand's purpose and values, including its intention of providing extra mental health support in an approachable and personable way to those struggling. Additionally, as seen on the right, through environmental social distancing design, potential users are encouraged to access the digital service through an easily accessible QR code.
Kate Harwood
I'm Kate, passionate about purposeful identity design, everything branding and animation that pushes user expectations.
During my final year at the university, I aimed to fully explore and develop my design interests within identity, branding and animation to build a portfolio that expresses my personality and showcases my strengths.
I have completed multiple design briefs which explore the notion of identity design from illustrating a new Audible Original title for D&AD New Blood, creating a digital sub-brand of the mental health charity mind and constructing a branded digital campaign for Artisan, specialists in mixology and tonic.
These projects have enabled me to design research-led solutions for multiple target audiences, further consolidate my skills within Adobe After Effects and have reinforced my passion for branding and identity design. Leaving me invigorated to kickstart my career within the creative industry and expand my skills and vision in the future.
Final year project
The Faraway
Work Experience
Lamplight Press: Editorial / Marketing Assistant (Nov 2019 - Present)
This has been a voluntary position that I have been actively involved with from November 2019 until the present. I assist the Lamplight team by visualising, organising and creating social media content alongside editing and designing book covers to be published for local Loughborough clients. This experience has enabled me to negotiate with clients while working on live briefs, enhance my communication skills when working within a team and develop my knowledge within InDesign.
Green Lighting: Marketing Assistant (June - July 2019)
During my time as an intern at Green Lighting, I worked in a professional environment amongst experienced designers and marketers. I was given the opportunity to design advertisement posters utilising impactful typography and illustration whilst gaining experience using WordPress and Excel to organise products and update the website with relevant copywriting and images and leaving me with valuable knowledge and feedback from industry professionals.