Final year project
Uncensored campaign / Cannabis branding [Read more]
Uncensored is a campaign designed to encourage young men to talk openly about their emotions in an effort to prevent the development of mental health problems. Using their own taboo language, the campaign aims to show through tone of voice that men can maintain their masculinity whilst talking about their feelings. Working in a partnership, this project utilised our individual strengths to create work which was both strategically and visually successful.
Imagine a world where recreational Cannabis use has been made legal in the UK. The government have deemed the drug safe to use, contributing largely to the de-stigmatisation of its users. This has been the case for just over a year, and there are multiple products on the market.
Aimed at young professionals aged 28-32, the brand uses a humorous tone of voice and aims to feel social yet indirect in its approach. Using 'questions to think about while you're high' as the key focus, High Expectations creates a rapport with the audience as it invites them to be 'in on the joke.'
I wanted the brand to feel 'hidden in plain sight,' not explicitly labelling itself as Cannabis but giving strong hints which urge the user to look closer.
In the first phase of the campaign, large wall murals are used to promote the brand. Values promote socialising and relaxation, using the product as a way to unwind from everyday life.
Touch points for the campaign focus on spaces close to football matches and pubs. We wanted to focus on areas which young men congregate, having received feedback that most men open up after a drink or two.
A challenge we faced was narrowing down our touch points. Wanting to create a campaign which was clear and simple, we eliminated extra material such as stickers on football tickets, interactive screens and beer bottles.
We wanted the campaign to keep people talking for longer than a few days, introducing a weekly event which aims to make sharing habitual. The call to action promotes a safe space for young men to go every Tuesday and talk openly about their emotions, allowing their words to be 'uncensored.'
Consumer insight told us that men's urinals would be the most impactful space for delivery: "It's a moment away from my mates in the pub, if there was a message there that's the time I would read it."
As part of the call to action, #CUNEXTUESDAY was created to reinforce the weekly event whilst creating humour and intrigue.
The brand story is told on the back of pack, introducing personality and developing the casual tone of voice. The tag line 'if you know what we mean' was created to build the relationship between brand and consumer, alluding to an unspoken knowledge between the two.
Once the High Expectations brand is established, a second wave of promotional material is released. This uses more humorous imagery such as old people, who are deliberately placed out of context. Unaware that they are now the subject of the 'in-joke,' this change in photography serves to further solidify the light-hearted tone of the brand.
One of the biggest challenges of this project was the choice of photography. Initially I wanted the brand to feel young and vibrant, but some visuals became quite generic. The decision to introduce riskier imagery later on in the brand timeline, meant that there was time for consumers to get to know the brand and therefore better understand the communication.
I am a self-driven, ambitious and confident individual whose passion lies in a brand's strategy and connection with consumers.
With hopes of entering a role in Brand Strategy or Qualitative Market Research, my strengths and passions lie in the strategic development of a project. I am personally fascinated by consumer insight and how brands can evoke long-term loyalty in consumers, therefore, in my projects I have tried to delve into the real reasons behind behaviour. Doing so, I have created thought-provoking outcomes which inspire a new perspective.
Final year project
Uncensored campaign / Cannabis branding
'20 Diploma in Professional Studies
Whilst on placement year at Mondelez International, I spent a day work shadowing at Design Bridge, London. Being one of the companies leading 2D design agencies, this gave me valuable insight into agency life.
Previously, during the summer of 2017 I completed a two week work experience with the design team at Nestle PTC. This introduced me to the industry and helped greatly on my search for an FMCG work placement.
July 2018 - July 2019
Packaging Design Intern, Mondelez International
July 2019 - July 2019
Design Intern, LPK Brand and Innovation Consultancy
August 2019 - September 2019
Design and Strategy Intern, Huxly Global, an MMR Research Agency