Journey to the final concept

So I had been told to re-visit the brief, as I had been struggling to come to the final concept for John Lewis & Partners. This time even though I had less time left I wanted to make sure I did not miss anything.

John lewis & partners wanted to have an illustration or animation led piece of communication for the time – short urbanites between the mid20’s and mid 30’s. The concept should run across all digital touch points and later translated to physical objects as well.

I also realised that I needed to focus on the brand research and understand more about the brand. I went through the re-branding that John Lewis did and what were the results of it. I also looked into their new logos and the overall brand image.

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I had understood that they wanted customers to reply on them for the whole year rather than just Christmas. Also while I had presented my idea revolving around Mother’s Day I understood that I wanted to make every small occasion special throughout the year.

From my research I had gained key insights about the customers which revolved mostly around the fact that people have now started thinking differently and spending mindfully. There is a lot more thought been put behind buying a certain product or experience.

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Getting inspired by the National Treasure Campaign by Paul Thurlby in 2017 helped me understand that it was very important for the customers to feel connected with the illustrations or the animations used for the campaign. In the National Treasures Campaign he had showcased the British traits and it was successful because British people could relate themselves to it.

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Researching about the brand in detail and checking on every single detail helped me come up with concept. I created hand drawn illustrations to show all the small moments that can cherished and made special. I also wanted to keep them original by keep the strokes hand drawn and just filling them with touch of colour. I made sure that the brand guidelines were followed and the final deliverables fit into the brand image.

For my final deliverable I created Jpegs to show how the concept would be used for all digital touch points and physical objects.

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It been a long journey to reach to the final deliverables but I have learnt a lot on the way. I had thought initially that the John Lewis brief would be easy for me as I’m fashion designer and I will choose their personal styling services and work on that. But now I know how difficult the brief was and how everything needs to be done step by step to achieve the best results. Also I learnt that all the mistakes made on the way are actually learning points which lead you to the final outcome.

This has been an interesting adventure which made me learn a lot about project and time management. Now I know what I will do differently when I handle any other project brief or my clients for my fashion label.





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