George at Asda
Publicis Blueprint was the photographic powerhouse for George at Asda for 16 years, and whilst working here, I was part of a team that devised a variety of photographic concepts for their advertising/fashion campaigns, and their weekly in-store retail graphics. A fast paced and ‘reactive’ retail account, I concepted, art directed and designed content that was used for a variety of different marketing channels, from in-store graphics through to press ads, campaign advertising material, to magazine and online assets for the website.
‘Wear your Summer’ Campaign (2013)
Hoping to "weather proof" its summer, with flexible advertising activity and product ranges (which drove sales immediately by the change of stock and bringing forward autumn/winter lines when temperatures dropped), this campaign was one that would have to "respond immediately" to changes in the British summer's unpredictable weather.
My role on this project was help conceptualise the lock-up design and design the in-store retail graphics and adverts making sure everything was consistent in style and adhering to brand guidelines, making sure that the material created would work both in-store and outside.
The photography from this campaign also led to the second issue of the ‘fashion over value’ digimag being concepted, art directed/designed by me in 2013, which went from strength to strength - driving traffic to the website, showcasing ‘fashion for all the family’ which increased affinity towards the brand - with the second issue then being nominated for ‘best brochure/ catalogue’ at the Drum Design Awards.
Photographic Art Direction: Adam Nowell Magazine Editorial Director: Carole Hamilton Graphic Design/Magazine Art Direction: Melisa Lee
The campaign marked the first time George used digital advertising banners that changed, dependent on the weather.
Digital activity was supported by TV, print and outdoor executions that also followed the "wear your summer" theme.
In Store Upfront Graphic
Header Lock-Ups - Design and Implementation
George.com digimag (nominated at the Drum Design Awards)
Tolberone Design and Implementation on Cutter Guides
Inside George.com digimag
In-Store Mock up of Campaign Implementation
TV Ad that ran alongside the campaign.
‘Bring in the Spring’ Campaign (2013)
The George Spring Campaign brought the outside in, with large, contemporary floral designs, combined with vibrant photography, and strong attention grabbing colour ways. The campaign message, ‘Bring in the Spring’ reflects the emotional lift that comes with the season and also updating your wardrobe with more Spring influenced pieces.
My role on this project was to (working along side The One Off’ Creative Design agency) design and implement the art directed images, for retail graphics used in store by using ‘crop docs’ to design and implement the concepted design/artwork and ensuring brand consistency throughout. I also worked on different designs/ outputs for different retail environments and putting these into another document, (branding guideline document) for in-store use.
Art Direction: Adam Nowell | Graphic Design: Melisa Lee
Working documents showing the work in progress, alongside integrated design agency ‘The One Off’
