Tally Weijl had seen huge success in their 25 years, growing from the back of a Fiat 500 to 600 stores across Europe. However, they didn’t keep up with changing youth culture and digitisation.
As part of a broader business transformation - Tally Weijl needed a fresh brand update taking it from the world of “Totally Sexy” that had brought it such success in Paris Hilton era but was now outdated.
Working with the team at Virtue - the creative agency from Vice since October 2018, we re-positioned the Tally Weijl brand harnessing the original pioneering and playful spirit of the founder Tally and the initial excitement she spread through democratising fashion. We spoke to a multitude of stakeholders and industry experts, studied the competition, deep dove into the new cultural touch points of the growing TW audience and redefined provocative for 2019.
Tally Weil: Own It. A brand that’s purpose is to inspire and empower women to be their best selves, whatever that may be. A brand that makes women proud to be women. That has fun. That feels truly independent. That puts its products and its audience up on a pedestal.
Launched September 2019.
#PlasticsAction is a new initiative we gave a name to that is being driven by the BBC over the next year to get the UK reduce their use of single-use plastics.
The launch of the campaign involved consultation on a script for the legend that is Sir David Attenborough and ideating the launch campaign #PlasticsAction Heroes - getting the nation and a whole host of influencers to pledge which item they are giving up, striking a hero pose and nominating someone else to do the same.
So far we’ve seen posts from Mary Beard, Margaret Atwood and Dougie from McFly getting involved as well as the usual BBC talent.
This work was developed alongside and through the wonderful Alana from MadWomen
E9 therapy is the latest brand we’ve created from scratch including naming, brand identity and a new website.
E9 therapy is a brand new fully-paid service created by therapists from Mind in the City, Hackney and Waltham Forest where 1/3 of the fee goes to support the charity work in the local area. As such, it was important to create a local brand to take advantage of online search behaviours for therapy services, but also to reflect where the service can be accessed and the local impact of using this service over its competitors in the area.
For this project we worked with the very lovely Lindsay Noble Design for brand design, website assets and a simple poster/leaflet template to be used by the client ongoing.
Developing the brand strategy for a new global co-living space.
Researching the future of global living; looking at what already exists, the current and potential audiences and where the opportunity for building a new brand lies.
Work included a 1/2 day workshop with the client to develop the new brand positioning, strategy and potential look & feel for the übergeil team at OK Cool.
Putting my skills into practice and developing some of my own brands , along with encouragement, support and at points specific design skills of my friends - I give you the pun-based moisturiser Elbow Grease and bard inspired Rhubarb vodka.
Elbow Grease is an idea seeded around 3 years ago, pitched to a group of friends on Coboat two years ago and now finally birthed. Currently in initial testing phase the entire luxury brand is built around a very silly british phrase and developed into a healing balm full of delicious organic, fairtrade essential oils for a common, often rather neglected affliction - dry elbows. The design harks towards British anti-minimalism and those lush vintage tins with mints in or tobacco. Aiming to launch in shops Autumn 2018.
‘Rhubarb Rhubarb Rhubarb’ was the background noise actors used to make in crowd scenes, it’s also the name of the vodka I steep at home in Hackney.
Researching the quietly burgeoning world of eSports and the opportunity on offer for brands to tap into this culture from a global client perspective - for the lovely people at Platform13.
A mixture of desk research and talking to heads of the industry including publishers Riot and Ubisoft, team Fnatic, gamers and talent managers Hype.
Driving Behaviour Change in Diverse Communities
THT mission is to end the transmission of HIV in the UK, empower and support people with HIV to lead healthy lives, amplify the voices of those affected across public and political arenas to eradicate stigma and discrimination, enable people to enjoy good sexual health.
In order to celebrate the new reduction in HIV cases achieved the previous year, and encourage more testing, the campaign refresh timed for National HIV testing week needed to be bold and colourful with a clear action everyone could get behind - Give HIV the Finger - showing just how simple it is to get tested.
To appeal to the two most as risk communities of men who sleep with men and black africans we used a range of real people from those communities to take part in the photoshoot, in order to get those audiences to self-identify and a special pop-up was launched in Hackney with Prince Harry mimicking the clear visual device himself.
Partnering with Mainstream Culture for Maximum Reach
Smart Energy has been running a UK wide campaign to get the nation to understand Smart Meters, however it wasn’t resonating with 21-28 year olds and they remained disengaged.
The ‘Power of 10p’ challenge series was aimed at the passion points of 21-18 year olds - beauty, tech, festivals and food, using Maya Jama as an influential presenter. The festival challenge was to be activated in real life using experiential to create content with authenticity and deliver the 3 core messages - smart meters show their energy in £/p, deliver accurate energy bills and can only be installed by an energy supplier.
Using the insight from YouGov that 67% of the audience consider tattoos as art, and the recent popularity of television shows such as “Just tattoo of us” and “Tattoo Fixers” we could create content that’s both fun to participate in as well as bold enough to watch.
Aligning with Bestival based on their large digital footprint, and Jay and Sketch's TV popularity/large social following we built our campaign How Many Tattoos Can We Ink for the Power of 10p?
Result: We inked 5.2 tattoos on the day, for 10 pence worth of energy. Over 2.5 million 21-28 year olds watched the film. The film came in at 25% under the target CPM. Utilita complimented the activity and this was the first Smart Energy Activity to be reported on in NME.
Understanding results due next year.
Re-launching and Positioning a Challenger Brand
To alert the local neighbourhood and couples about the launch of the new experience-led store on Piccadilly and the new e-commerce site, Vashi needed to stand out and instantly communicate what they stand for as a brand.
Traditional diamond brands show a glossy and saccharine picture of love and marriage but in 2017 many of the constraints, labels and barriers dictating how, who and why we love have been removed, so there was an opportunity to tap into a new cultural attitude towards love and marriage. With 46% of ABC male Londoners in the 25-44 age group believing that a "wedding should be a large celebration with lots of people” we needed a creative route to reflect the modern attitudes and feel like a big party.
“The Brave Make”- a bold campaign with a film manifesto at its core that speaks to an honest, raw, modern-day attitude to love and marriage, referencing the process of personalisation which sits at the heart of the retail experience. The theme of a “love rave” was carried throughout the creative with the CTA across all media being either to make an appointment at the store, or visit the website.
Using Current Cultural Tensions to Create Powerful and Shareworthy Content
IWM host a plethora of relevant and timely programming on contemporary conflict, however their profile remains low amongst a younger audience, culturally active audience. IWM wanted to raise awareness for IWM’s Syria season of programming and make themselves relevant to all visitors, reinforcing how war and conflict continues to impact on people’s lives.
To challenge these preconceptions in the age of information overload, where fake news fills the headlines, we wanted to grab our audiences attention by asking probing questions to show how they only know part of the story and highlighting the importance of knowing your sources, quality and biases. Aligning the audience with the institutions objective empowering people to understand and think independently about the Syrian Conflict.
Results: 138,510 visitors during the exhibition season, 77000 from our target audience. For 54% Syria: A Conflict Explored was their first visit to IWM London.
Drawn to different styles of yoga over the years, both for the physical practice and the headspace, I grew intensely curious and hungry to learn more deepening my own practice by studying with Stretch and qualifying to teach Vinyasa Flow from the school of Frog Lotus/Stretch in 2016.
Lessons are strong and playful with a focus on alignment and connecting better the mind with the physical body, increasing flexibility, stamina and strength.
Available for 1:1, small group classes, festivals, retreats and studios - to keep up with the latest see @parttimeyogi
Developing a look and feel plus logo design for Alex Stickland - a successful global personal chef.
The design is based on his beloved Thrasher label mixed with his love of the kitchen and is now used across all his own clothing, food labels and future website.
Putting a smile on the UK's faces through creating a brand of Mallow & Marsh the gourmet marshmallow company. Armed with only a name the identity was created from scratch working closely with the client through a number of workshops. Brand strategy, Identity and Positioning were developed through Golden circles, personality and benefits - routing the brand in a world of smiles and permissible treats.
Visual identities were then explored before settling on the kamikaze melting marshmallow - highlighting the playful and experimental side.
Design work was developed by the lovely Lindsay Noble, including look and feel, logo and initial packaging designs.
A brand book and presentation booklet were created to help sell the brand in to distributors and other pitches. Mallow & Marsh can now be found in Sainsbury's, Starbucks, Wholefoods and beyond.
Mentoring a local teenager who was interested in moving into the creative industries after school.
Sophie was amazing, meeting each week and getting to know her, helping grow her confidence and work out what I could do to help and extend her network.
Originslly known as PitchIt - the CMN is now offered by many agencies. to help grow peoples interpersonal skills at the same time and raises awareness of the difficulty we face when trying to increase the diversity of the industry.
Developing a full Global re-brand and advertising strategy for UBS. Targetting HNWI and taking the brand away from the safe messaging post-recession and moving it on to recognise a new generation of people in need of Wealth Management.
Talking to people about something they need but find disinteresting is one of my favourite challenges. Add in developing a positioning that works for the entire bank including the smaller asset management arm, plus appeals to differing global attitudes to wealth - an exciting problem to solve.
By talking to consumers lives and life stages - schooling their children, getting older, running the business - pushing life's big questions, in the same way that a good wealth manager would, we were able to cut-through and talk to them abut things they care about.
Re-brand and Pan-Arab launch of Al Jazeera Children's Channel to JeemTV
The dated channel needed to get in touch with the new digital kids and reflect the modern world. The channel is entirely presented in classical arabic with the mission of bringing the middle eastern countries closer together.
Aimed at 7-12 year olds, the launch included a live broadcast from Malls in 5 countries, interstitials, press, a new website and even updating the screen on company phones.
Many internal workshops were also conducted to define the following years advertising and campaigns for the channel in 2013.
Helping busy women get ready to face the day with NEW Avon True Makeup.
On average women spend 15 to 30 minutes putting on their makeup every morning and 82% of our target market said they would love to reduce this if it didn’t compromise on the end result. So to prove our promise we asked women on Avon’s social channels to post a picture of their #MorningFace for the chance to star in our next ad.
Getting Safestore to think about their shared love of stuff with their customers, rather than the unemotional topic of storage sizes.
Stuff is Great - by developing a creative platform for the entire business to get behind staff could begin to engage customers on the ground and discover their stuff for future content.
Website traffic saw an uplift of 27% from the same time the previous year and outreach to bloggers using our 3 hero videos and stills reached over 8.3 million. PR coverage was included in lifestyle press Flux Magazine, Sabotage Times and Entertainment Focus due to the art direction and editorial quality content. This helped Safestore tap into a new audience that they never dreamed of reaching previously.
Working with Glasshouse Fragrances in Australia to take their brand to the next level and define themselves on social media.
Working with Purina to help position and focus their marketing through the master brand, Purina UK, helping to restructure and hire internally as well as developing a new voice a the masterbrand to bring to life new social channels through Twitter and YouTube.
Working with Cocreate, a co-operative of consultants and speicalists to execute local improvement projects.
Projects such as helping a homeless charity to business plan and create a social enterprise with the Marylebone Project, or undergoing a community engagement project to help Tower Hamlets understand how they can improve 3 key markets/town centres including Brick Lane and Roman Road.
Lush was constantly being over-looked as a "soap shop" instead of being perceived as the ultra fresh, ethically sourced, handmade cosmetic products it creates.
Working with Method on the communication plan that centred around it's 3 core values - Why fresh really does matter in your beauty products, why Lush products are effective and how the company cares - all with entertaining nods to the original punk roots of the brand but with a more sophisticated tone that reflects its sincere core beliefs.
The work included an audit, setting the brand and communication objectives for the business, developing the plan and running content workshops.
95% increase in engagement
Birkbeck University Spring 2013 evening classes in creative writing.
To dust up on my writing skills and learn a few new tricks I ended up with the opening chapter of a book and a pass with Distinction.
Developing a new product with Rowntrees, off the back of their new Randoms brand. Rip'ems was a plasticine-like treat created to encourage kids to play with their food.
The project involved naming and groups before going into packaging design.
Working across both the blue Aptamil teams and yellow Cow & Gate teams at Danone to develop potential characters for a new child-focused product.
Working with Weapon 7 across the new "Untamables" campaign for Bacardi, as well as other brands in their portfolio such as Grey Goose.
Developed the brand identity for Blynktech an eye saving software.
Direction of logo creation (working alongside the magical Anneka Lange)
Working across the entire digital side of the advertising account whilst at Dare.