Final year project
Bloom and Bee [Read more]
Bloom and bee branding
The Bloom and Bee branding offers a playful and eye catching imagery to a serious and important environmental issue. The use of bee puns is prominent throughout my branding, creating a memorable talking point for the campaign and welcome pack assets.
Bloom and Bee is first introduced as a social media campaign. This includes an Instagram profile and an animation. These ads promote the Bloom and Bee concept and guide viewers to look at the Bloom and Bee website. In additional to the on-line campaign, when potential buyers visit a new build development, they will see a stunning and interactive billboard campaign poster which reinforces the campaign concept and the fact that the property developers are a positive company looking to give back to the environment with each development.
Finally, as part of the build-up, new homeowners who have agreed to buying from the property developer they will be given the opportunity to choose from one of the template ‘bee friendly’ garden designs. This will be optional but will
give users the opportunity to have their garden landscaped prior to their move date.
Bloom and bee welcome pack
The welcome pack will be placed in the new build home when the new owners exchange and are given the keys. It will be placed in the kitchen, and the new homeowners will receive it as they first enter the property. The Bloom and Bee welcome pack includes things needed for the garden, as well as home accessories that offer advice and tips for managing their garden. This pack will help the new homeowners be inspired to help protect bees and the environment that sustains them, explaining why this is important and how they can help. The pack also includes thyme and rosemary, two herbs that are loved by bees. These plants are very aromatic, so when the owners enter their new house, it will be full of garden scents and these smells will create lasting memories for the new home buyers.
See some of the individual items from the welcome pack below.
Bloom and bee billboard campaign
Bloom and Bee billboard campaign mirrors the messages seen on the website. With the main message being ‘you won’t bee-lieve where we’ve put bees’, the billboard offers a more direct answer to this. The billboard is situated at the entrance to the property developers site, meaning when home buyers come and visit the site to have appointments with staff about buying a new home, they will have their attention bought to the campaign immediately.
The billboard is live and interactive, framed with a trough full of real wildflowers that will attract bees. This campaign creatively links the concept with reality, bridging the animation and visuals with real flowers and real bees. It brings the concept to life for all the senses. The answer to the statement you won’t bee-lieve where we’ve put bees’ is demonstrated within the billboard, as the bees are physically present on the board as a result of the trough of wildflowers. This billboard is eye catching and inventive, adding interest to the campaign and a talking point for potential clients and the local community.
Bloom and bee garden design catalogue
Bloom and Bee offer a service to new home buyers to offer them an option to choose to have their garden
landscaped before moving into their property as an added extra. This is a good opportunity for the property developer as it gives them the chance of making a profit on the work, as well as ensuring that multiple bee friendly gardens are implemented producing positive media as a company gives back to the environment. It is also a good
opportunity for many new home buyers, for example those who are particularly busy with full time jobs or maybe those who are older and may not be able manage the hard landscaping of a garden, to benefit from their garden
being landscaped before they move in.
The design options have been created with the wants and needs of different family’s in mind. Fitting to a standard size garden, the designs can be altered slightly to fit gardens of a different size or shape easily. Bloom and Bee have ensured that all the garden designs have elements that create the perfect bee friendly garden, some designs have more elements of wildlife habitat than others, but all would make a difference to the current issues of the declining bee population.
Bloom and bee website page
The Bloom and Bee website is built into the property developers main website via a link from the landing page. It can also be accessed directly through external links from social media and other advertising links. As the hub of the campaign, the website contains all the information and resources available through the Bloom and Bee campaign including information about the problems that we face because of the declining bee population, what is causing the decline and how Bloom and Bee are offering the property developers buyers a solution to help save bees.
Bloom and bee seeds
These are the seed balls that users will find in their welcome packs. In a matchstick style box, the packaging is very eco-friendly and can be recycled. The branding is consistent, and imagery suggests a wildflower meadow that can be created using the seed balls. The seeds have been gifted for the welcome pack by ‘Seedballs’, who are working in collaboration with Bloom and Bee to help save the bees. This is a good marketing opportunity for ‘Seedballs’ as they will gain repeat and referral business. Bloom and Bee have decided to use seed balls rather than individual seeds as the seed balls are much easier to be successful with as the seeds are well protected within the ball. They require little maintenance and are easy to plant.
Bloom and bee candle
This is a candle that will be a part of the welcome pack. The candle is made by an existing resident from another new build site, using the bees wax from the community garden at this site to make the candle and the wildflowers from the bee friendly garden to create a scent. The packaging label includes visuals that can be found consistently throughout the branding, creating continuity throughout all assets. The label has a handwritten name on it, this will be the name of the person who made the candle, having this makes the candle more personal and will inspire the new homeowner receiving the welcome pack to take part in the community.
Bloom and bee calendar
A set of A5 calendar cards is provided as part of the welcome pack. Each card offers an illustration that represents
the requirements in the garden for that month. It contains a list of suggestions of things new homeowners could
do in their garden during that month and a space for notes (like a regular calendar). The cards come in a A5 box
which can be used to store the cards, a wooden stand will also be included which will mean the user can display
the cards in the new home like a regular calendar.
Josie Hales
My passion lies in advertising and conceptual design, my work often explores interactive solutions that are inventive and unique.
My name is Josie Hales, and I am a talented, creative and resourceful Graphic Designer, aspiring to progress into the advertising industry. As you will see from my portfolio, I have a passion for conceptual design. I like to explore unique and interactive solutions that are visually pleasing and engage with the desired target audience.
I have a very definite eye for detail with particular reference to design. Through my experience studying at Loughborough and my work placements so far, I have already built a portfolio of evidence that demonstrates my skills as a diverse, flexible and creative designer.
My final major university project is Bloom and Bee, a brand built and owned by a high-end residential property developer. The property developer largely build in rural locations, where planning regulations around retaining the natural environment are very strict. As a result, the developer created Bloom and Bee to provide new buyers with the information and resources they might need to create a wildlife friendly environment that will attract and conserve the UK’s natural bee population. The build up to the campaign creates awareness and the solution is offered through the welcome pack and community garden opportunities once the purchase of a new home is completed.
I chose to complete one project that contains multiple assets to enable me to demonstrate my ability to deliver a project from beginning to end utilising a range of different skills applied across a range of media.
Final year project
Bloom and Bee
Awards
Throughout my graphic design journey so far I have had delivered many projects and campaigns that I have been so proud of. Two things which particularly stand out for me are:
(1) Designing and producing assets for Pentel UK's social media pages. These have been published on @penteluk instagram and liked by thousands of people.
(2) Illustrating garden designs which have been approved by the Royal Horticultural Society (RHS), having my designs approved by big organisations such as the RHS is something I am very proud of.
(3) Designing an interactive Autism awareness campaign. This poster series was adopted by a special school in Worcester and used to promote Autism awareness within the school and the local community.
Experience
I have completed a number of work experience placements with a range of different companies within the design industry. Two examples are:
(1) McCann Central, the UK's largest marketing communications integrated agency.
During this placement I was involved in the delivery of several social media projects for multiple clients. Working alongside their highly experienced team and on some high profile projects was a great opportunity. I delivered social media assets for multiple large multi-national organisations which have been published on their social media platforms. Working outside of my comfort zone in a high paced environment within the design industry was an extremely useful exercise and had prepared me well for my future career.
(2) Frog Design, a creative design consultancy owned by Altran ( a large global engineering and R&D organisation).
My work at Frog Design allowed me to experience working with a smaller team. Working with different members of the team throughout my placement allowed me to learn about the different requirements of the design and development journey from beginning of a project through to the end result. I produced a set of concept designs for the interior of their new offices in London. My ideas were extremely well received and have subsequently been implemented as part of the new interior design.