Type of Work: Professional
Project Title: “Eat How You Want to Feel” Wellness Campaign
Client Name: Loblaw Companies Limited
Date Project Completed: December 2016
Role in Project: Freelance Graphic Designer
CONTEXT
Describe the client needs / project brief, including project goals and objectives.
The goal of this project was to create a signage campaign for a brand of grocery stores that would stand out from all the other “loud” signage around the inside of the stores. The goal was to first create 3 design concepts and then one was chosen to proceed with. Another goal of the project was to work with a team of copywriters, designers, photographers and production artists to complete the project all reporting to the Design Manager.
METHOD
Describe your design process including any research, analysis or other information gathering and investigation that contributed to your solution.
I started with research, looking up previous campaigns from the company as well as other signage campaigns that were unique and different. I also worked with the copywriter closely from the beginning to come up with the whole concept. She worked on the wording and I created the designs. Once we presented the 3 concepts to the design Director (And the wellness team who requested the project), the one design solution was chosen. Then I helped the design manager come up with the instructions for the photography team to produce the images. The copywriter and I finished the design and then one all approved, we passed the artwork on to the production team, who then created the signage files according to the printer requirements.
DESIGN PROCESS
Briefly describe the design process from initial concept exploration and presentation to acceptance by the client.
Attended the initial meeting (in the grocery store itself) to observe and physically see the space we were working with, to get a better idea of where each poster may go. And collecting measurements as well as discussing goals and wishes.
Research using design websites, Pinterest, searching through old projects from previous campaigns, etc.
Designed 3 different campaign angles/concepts working with the copywriter, we then put it together into a presentation format to present to the Design Director and Wellness team.
After the 1 concept was chosen, I worked on finessing and perfecting the full campaign, including all the items needed (ie. posters, Banners, pamphlets, stickers, etc.), using Indesign to create the working files, illustrator to create the illustrations and photoshop to edit the photos.
Once the design was approved, I packaged the design and passed the project onto the production team.
SOLUTION
Describe your design solution/deliverables and how they achieved project goals and objectives.
The project manager had a very precise timeline for project completion, so it was important to work with my teammates effectively to complete the project on time. We successfully completed the project on time because there was a high level of communication and collaboration. Using the Brand guidelines, I was able to successfully make the campaign stand out in the grocery stores.
I decided to add an illustration component that would stand out better among the intense realistic photography displayed around the store, a different style that would connect a new way with the shoppers.
RESULTS
Provide quantitative/qualitative evidence of the effectiveness of your solution and/or how overcoming any special circumstances and/or challenges on the project demonstrate the effectiveness of your solution.
This project ended up being used across Canada in various Loblaws stores. It was so successful, the signage was featured in news articles and the campaign was reused for a second year.
