Prescription Sunglasses Advertising Concepts

Concept work for Eyesite Opticians - featuring their Prescription Sunglasses for print / outdoor advertising and online promotion. A good pair of sunglasses is the ultimate accessory – adding the finishing touch to any outfit and ensuring you look cool even as the mercury soars. The customer can choose from the  ranges of top designers such as Chanel, Dior and Armani and they can now be fitted with the customers own prescription lenses.

kelvinhughes.eu

Farming Conference - Marketing Collateral

The South of England Farming Conference marketing collateral includes a DL leaflet, poster campaign and web landing page for registration. The Farming Conference always leaves its audience with food for thought and some tough questions will once again be on the agenda when this year’s renowned panel of speakers tackles the question ‘Who can afford food produced in Britain?’. 

Crucial issues including sustainability, energy and climate realism, subsidies and world competition will be discussed; and with the demand on food supply increasing year on year whilst land area diminishes, the question of whether UK residents will ever be able to realistically afford the food produced in this country will be looked at from every angle.

www.kelvinhughes.eu

Wilo Online Game and Marketing Collateral

Appealing to an almost exclusively male skilled tradesman demographic who buy pumps at 500 selected plumbing merchants across the UK.

In an increasingly competitive arena where manufacturers are working doubly hard to produce energy efficient products that meet strict regulations, original marketing tools are crucial, but they don’t need to be complicated. The answer was to create WiloWin, an easy-to-play online game with cash prizes, accompanied by a comprehensive marketing strategy that would catch the attention of the busy installer to coincide with imminent new European regulations..

The campaign is fully supported by posters, counter top dispensers and leaflets for the merchants selling Wilo pumps, plus an eshot, Twitter and Facebook activity.

A new European directive eradicates old energy-guzzling pumps and installers must comply by choosing new energy-efficient pumps for their customers instead. This represents a highly valuable and unmissable opportunity for Wilo to drive sales of its new high efficiency pumps.

The tag line “Take a Break” reflects the key message - that Wilo pumps are so quick and easy to fit that installers will have time to take a tea break and have a cuppa! To encourage as many installers as possible to choose a Wilo pump above other products, everyone who visits the WiloWin.co.uk website to register the serial number of their purchased pump receives a free £5 Costa Gift Card. In addition, they have a chance to win a cash prize of up to £180.

Echoing the simple red button controls of the pumps, players click a red button to enter the competition and go to a screen of animated coffee cups filling up either with coffee beans or money, all complete with the attractive sound of jingling coins.

A quick, easy online game accompanied by a comprehensive marketing strategy has caught the attention of the busy installer target market.

www.kelvinhughes.eu

Creative know-how: the creative design process

Creative know-how

The management of the creative process I have adopted differs only slightly from the findings of The Design Council when it studied eleven leading creative companies. Here's my design and creative process followed by the Design Councils process model.

Research: 
Gaining a clear understanding of the brand and how it is perceived is essential in creating an effective creative strategy, concept and design solution. The process I use to gather the data to build a brand picture involves interviews, desk research, competitor audit and a communications audit. Finally bringing the conclusions together and recommending specific actions to develop the creative brief that will ultimately deliver tangible benefits for the clients marketing. 

Strategy
Brand strategy defines a product or services positioning and its unique values. It is the foundation from which everything else flows, I've developed a disciplined and thoughtful approach to producing creative solutions to today's marketing opportunities, it makes a single minded proposition come alive in a compelling way. To achieve this the starting point is the brief. The shortest statement of any brief will be the single minded proposition, having defined who we are talking to and what we want them to do, or think, ask the question - if you had to write the brief on a poster, what would it say?

Design
Customers don't see the creative brief or the creative strategy, they see the communication, I place great value on the role good copy and art direction combined with creative thinking can play in producing exciting and effective solutions. The professionalism and facilities to take the brief through to implementation and delivery. Not only does this allow me to respond quickly but also means I have tight control over all artwork and digital files leaving the studio. 

Implementation
I have developed long-lasting relationships with printers and associated facilities such as copywriters, web developers and photographers to offer clients an integrated service managed by me and offering a single point of contact. 

The Design Council Research 

Different designers manage the process of design in different ways. But when The Design Council studied the design process in eleven leading companies, they found striking similarities and shared approaches among the designers they talked to. This is one way of mapping the design process and give more detail on the key activities in each of the process's four stages.

The 'double diamond' design process model

The double diamond diagram was developed through in-house research at the Design Council in 2005 as a simple graphical way of describing the design process.

Divided into four distinct phases, Discover, Define, Develop and Deliver, it maps the divergent and convergent stages of the design process, showing the different modes of thinking that designers use.

Discover 
The first quarter of the double diamond model marks the start of the project. This begins with an initial idea or inspiration, often sourced from a discovery phase in which user needs are identified. These include:

• Market research
• User research
• Managing information 
• Design research groups.

Define
The second quarter of the double diamond model represents the definition stage, in which interpretation and alignment of these needs to business objectives is achieved. Key activities during the Define stage are:

• Project development
• Project management
• Project sign-off.

Develop
The third quarter marks a period of development where design-led solutions are developed, iterated and tested within the company. Key activities and objectives during the Develop stage are:

• Multi-disciplinary working
• Visual management
• Development methods
• Testing.

Deliver
The final quarter of the double diamond model represents the delivery stage, where the resulting product or service is finalised and launched in the relevant market. The key activities and objectives during this stage are:

• Final testing, approval and launch
• Targets, evaluation and feedback loops.

www.kelvinhughes.eu

Ladies Day Brighton Racing - Photomontage

Photomontage and colour manipulation for a marketing image publicising Ladies Day at Brighton Races Summer Calendar. For use in advertising, leaflets and promotional material.

kelvinhughes.eu

The Royal Alexandra Children's Hospital

Website and launch collateral

The Children’s hospital moved from old victorian buildings in central Brighton to a new purpose built state of the art facility attached to the main hospital. Clinicians and the general public were in the main unaware the hospital had moved and were offering world leading clinical procedures and care.

The development of a child friendly brand identity that compliments the new building and provides a design solution from which developed into many other applications including website, e-shots, patient literature etc.

Remeha Heating Creative

 

Consumer and installer integrated campaign

Remeha is one of Europe’s leading commercial and domestic heating companies and a consistent innovator in condensing boiler technology, being at the forefront of renewable energy research. Emphasise the warmth and comfort in the home, plentiful hot water, lower energy bills and reduced carbon emissions with Remeha’s top-of-the-range heating and hot water systems. 

The integrated creative campaign consists of a brand refresh and consumer product brochures, website with routes for the domestic user and to product installers, point of sale items and exhibition panels are also part of the creative design collateral.

Remeha Avanta Exclusive - Consumer Brochure