Final year project
To Womb It May Concern [Read more]
To Womb It May Concern
This concept for the D&AD New Blood menopause brief asks The Case for Her and Refinery29 to team up with Royal Mail to create an open letter campaign; 'To womb it may concern' gives the public a voice to break down stereotypes surrounding menopause. I created this project with Georgia Mundy as a group project. Our collaboration helped develop our team-working skills, allowing us to amplify each other's strengths. We created a pitch video together outlining our campaign concept.
Our concept thrives off the use of playful metaphors that emphasise inclusivity. So, females experiencing early menopause, transgender men, and non-binary people are included in the conversation. Using the power of real stories, we will change society’s perception and create social change by opening the conversation to help those on their menopause journey feel less isolated.
To Womb It May Concern: Symptom Stamps
We created a mixture of positive and negative attributes of menopause to uplift and educate the public about the symptoms. We designed the stamps in an editorial style that suits our target audience whilst giving the stamps character.
Lost for Words
In the UK, 16% of the adult population are classified as functionally illiterate. That's over 8 Million Adults who struggle with basic reading and writing skills that are essential to fulfilling everyday life needs. There is general ignorance and insufficient awareness of the issue resulting in consequences for the economy and society. Without being associated with the condition, you are unlikely to comprehend its magnitude unless it's staring you in the face.
To place shoppers in a functional illiterates world, I have purposely hacked the 'Essential Waitrose' brand identity by obscuring signage and product information to confuse their shopping experience visually. The campaign 'call to action' asks customers to donate to 'The Children's literacy charity'. This organisation will help provide early intervention for children to prevent functional illiteracy from becoming a repeating generational cycle. This issue is currently exacerbated with the impact of Covid19, as the significant interruption to school learning will risk widening the literacy gap.
To Womb It May Concern: Campaign Journey
We created a campaign Journey map highlighting the stages of our campaign from awareness to retention.
To Womb It May Concern: Exhibition
Using a selection of real stories gathered from anonymous questionnaires, we created an interactive exhibition wall. This wall encourages engagement and leaves a lasting impression on those that visit the menopause exhibition.
Lost for Words: Illegible Alphabet
I created a typographic Campaign identity for ‘Lost for Words’ using the Gill Sans Typeface. The illegible typeface reflects the reading challenge faced by functionally illiterate adults in a shopping environment. But importantly, it also highlights the literacy gap that is unfortunately widening.
Lost for Words: Experiential products
The experiential campaign will both inform and confront everyday Waitrose shoppers with the difficulties that functionally illiterate adults face.
I am a forward-thinking creative specialising in campaign design and love tackling all things taboo.
My work is centred on my passion for creating innovative campaigns. I like to approach my design practice with strategic thinking behind my ideas and use my problem-solving skills to create solutions that address social issues. I enjoy reading publications and tapping into the cultural zeitgeist to build my insights and keep up to date with current trends, fuelling my 'out of the box' thinking. I find inspiration from those campaigns that have the power to influence behavioural change and I try to find ways to stimulate this curiosity within my own projects. Post University, my ambition is to work in a creative agency where I can face new design challenges, become a positive changemaker, and have my ideas spark conversations among society.
Final year project
To Womb It May Concern
'21 Diploma in Professional Studies
Sony Electronics Europe: Graphic Design & Online Marketing Intern (2019-2020)
During my placement year at Sony Electronics Europe, I worked as the sole Graphic Designer in the Online Marketing department; here, I produced many animated marketing videos for Sony's product campaigns. Also, I was responsible for helping manage and promote Sony's product presence online. Working alongside a small team of in-house creatives taught me how to be an efficient, proactive designer and a valued team player. The fast-paced environment aided my time management skills so I could balance my time effectively across many multidisciplinary projects.