About Me Driven, positive, with an eye for detail. Global travel has taught me that new experiences present life-enhancing opportunities and result in openness to creative ideas. My work is influenced by the social, cultural and economic ambience of my surroundings. My strengths lie in PR, marketing and layout design. During my studies at Northumbria University I have become confident in my ability to communicate effectively and produce original designs. My enthusiastic and reliable nature is reflected in my work ethic, pushing me to create innovative concepts with a highly refined, elegant finish. “Do It With Soul”, my final major project is a promotional campaign for Kurt Geiger. The aims are to utilize the power of online and social media to achieve global reach, connect with consumers’ emotions and reach expectations. My experiences working at All Saints and Kurt Geiger has developed my merchandising and marketing skills, as well as giving me an appropriate conversational selling tone. I aspire to further my career in the luxury fashion market working in marketing, events and public relations.
Contents Dr Martens PR Campaign Editorial Photography and Design Hallmark Card Designs Trend Photography Levi’s Brand Research Kurt Geiger PR Campaign
Email: lauramorrissey1494@gmail.com Mobile: + 44 (0) 7578310233 Website: www.lauramorrissey.squarespace.com
DR MARTENS
As a live integrated project with OPR and Dr Martens, I designed a campaign with the tagline #StandForSomethingNcl. The aims were to engage, inspire and respond to customers directly through online promotion to grow a loyal and active brand community. My creative outputs were a PR strategy/marketing plan and promotional film.
IRUSU Following an in-depth examination of fashion and lifestyle trends, I created a publication inspired by the Japanese term ‘IRUSU’. The direct translation is ‘pretending to be out when someone knocks at your door.’ I represented my research of London’s cultural diversity through my layout design and photography of doors. The geometric aesthetic and colour schemes characterised the various moods and personalities I interpreted to exist behind the doors.
HALLMARK I photographed and designed six original images to be conceptually relevant to my chosen trend for Hallmark. This project was based on mood boards Hallmark provided for inspiration and a rough guideline to what they were looking for. I experimented with tranquil ocean moods, striking patterns and classic, washed out architecture.
TREND
The Future Laboratory trend-forecasting agency explores macro trends investigating consumer’s expectations and new innovations driving these trends.
Through extensive research and case studies I chose to produce a trend report on travel; the consumers desire to open their minds to new discoveries and absorb new delights.
For an in-depth research project I chose to study the cultural, social and economic trends surrounding the denim market. As the leader of its niche, Levi’s was the core brand for my research investigating the history of denim and how innovation will keep the brand relevant in the market.
“Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality. It’s the promise that makes a brand meaningful to the user and connects it to their values.” Erik Roscam Abbing, Brand-Driven Innovation. Levi’s brand message has regained its focus towards the consumer again in the last twenty years whilst continuing to deliver high retail sales volumes. Authenticity is delivered in Levi’s brand ethos and this is a vital element of creating a successful super brand. The method in which authenticity is communicated determines the levels of success and this begins at the manufacturing process. Levi’s Water<Less campaign and product range is an innovative approach to using waterless technologies and encouraging consumers to reflect this behaviour by only washing their jeans after at least ten wears. They have saved over one hundred and seventy two million litres of water so far and are working to become more economical in their production methods. Caring for current products and the consumer’s future creates a strong brand purpose and empathy which is accepted and admired by the millennial market. One of the most powerful voices a consumer can have today is online by liking, sharing, pinning and tweeting in order to be heard by the online community. There is a lack of self-confidence when purchasing in modern society. Consumer’s decisions when shopping are often influenced by people they do or do not know online. Social media sites displaying a product and an opinion can easily influence mass sales or a decline in a products success. This voice comes from tastemakers who can be thought of as fashion mentors. Some consumers look to get approval from these respected online critics before making a purchase. This reinstates how brand endorsement will always be a vital element of a brands success and innovation beyond just the products. The styling and lifestyle is determined by what the brand publicises and what the fashion mentors of the world display to other consumers as a role model.
This project is a promotional campaign for Kurt Geiger with the tagline â&#x20AC;&#x153;Do It With Soulâ&#x20AC;?. The campaign story is shared as an extension of the Kurt Geiger website housing a promotional film, original layout design, photography and social media connections.
Email: lauramorrissey1494@gmail.com Mobile: + 44 (0) 7578310233 Website: www.lauramorrissey.squarespace.com