JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
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D&AD/ Collaboration I partnered up with Roxxie Blackham to collaborate on the D&AD brief ‘The Body Shop.’ We have different areas of strengths and weaknesses when combined form the basis of a strong partnership to better tackle the brief.
CREATIVE CHALLENGE:
“Re-establish the original beauty pioneers.” Anchored through their window posters, the challenge is to expand from there to form a new visual communication style. The work should encompass their quirky tone of voice, product efficacy and premium beauty credibility.
Considerations Consider the various types of media that can form part of the language, such as graphic art, photography, typography, film, experience, and any other styles of artistic expression that could embody the brief.
Target Audience Beauty enthusiasts who are looking for an aspirational brand they can believe in. Who want a brand they can trust to deliver a sensorial product experience, be transparent in their business ethics and embody their own values. Primarily female, but not exclusively. Gen Y / Age18-35.
Mandatories >Four A2 posters for the following products: -Body Butter, Drops of Youth, Colour Crush Lipstick, White Musk, Eau De Parfum. >One Social Campaign Poster >Explore one other channel: -that could bring newness and depth. -in-store, online, visual merchandising, social media, digital
JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
CONCEPT/ Analysis Together, myself and Roxxie Analysed the brief outlining key words in regards to each product and the body shop as a brand. First we discussed ideas on how to tackle the posters and both agreed to use type as the main focus. This lead onto researching into paper craft where we discovered a technique referred to as quilling. We made the decision to use quilling techniques combined with typography to communicate beauty and craftsmanship to reflect the ethos of the body shop and the quality of the products. In regards to the campaign poster, we looked at previous campaigns the body shop has been involved in and decided to choose a current topic to make it relevant. This lead onto researching the issues surrounding same-sex relations which has been a talking point recently. Myself and Roxxie both felt this would be a subject the body shop would be interested in as it’s about equality.
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JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
INITIAL IDEAS Once we had the concept clear in are minds we gave ourself a few days to come up with our own interpretation of the concept to present back at the next meeting. Because we decided to focus on typography I thought the posters would need some strong, simple headings to grab the audiences attention. After analysing each product I refined my ideas into the headings: Shea Beauty with Heart (Body Butter) Crazy, Sexy, Crush (Lipstick) Eau De Sensual (White Musk) Smoother, Fresher, Healthier (Drops of Youth) I sketched some thumbnails to show what they could look like with the quilling techniques combined. Roxxie liked my ideas so we decided to go ahead and use the headings.
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JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
EXPERIMENTATION In order to successfully craft the posters to a high standard we felt it was necessary to conduct some experiments to improve our crafting skills. The letterforms needed to be sharp so we tested different methods of production as well as different quilling techniques. Feedback we received was to use the quilling inside the letterforms and to have a textured background to enhance the headings. We agreed the quilling inside would work better so it was my responsibility to prepare the posters for production while Roxxie would create the backgrounds using brusho inks.
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JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
PRODUCTION Once the posters were ready for production we had them printed ready for quilling. We decided to quill two posters each to share the work load, combined the posters took around forty hours to complete. The next stage was to photograph the posters to later finish off digitally. Roxxie was better at photography so I aided in helping getting the best shots. It was my responsibility to layout the poster content making sure they were consistent across the range.
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JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
OTHER CHANNEL In the brief it suggested using digital means to drive people in-store. This gave us the idea to create a competition that requires the audience to film themselves performing a good deed and upload it onto social media outlets for the chance to win gifts to use in-store. We picked three social media platforms to cover all areas. Facebook is the mother platform where the videos will be displayed. Twitter would be used to promote the competition and Instagram would be used as a secondary means of sending a video by using hash-tags to get the competition trending. There were a few things to cover in this section so we allocated the work load. Roxxie designed the Facebook cover image and mocked up the Instagram page. I was responsible for designing the Facebook submission page and Twitter page. We worked alongside each other discussing ideas and layout as time was running out.
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JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
RESOLUTION/Posters
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JAMES KEEFE / ROXXIE BLACKHAM
OUGD503 RESPONSIVE
THE BODY SHOP
>8
RESOLUTION/Channel