January Tile Sale Advertising

Local press strip advertising campaign for South East tile outlet Rogers, featuring up to 75% savings on selected lines during January 2014. Appealing to the family decision maker with the line 'Get ready for a 2014 makeover' intended to motivate a visit to the local tile and ceramics showroom.

Also part of the overall marketing mix is an A5 eight page leaflet showing the ranges of ceramic tiles on offer during the January sale. Used both as an insert in local press and as a localised door drop.

Left the selection of creative concepts presented for the campaign.

Check out my website 

www.kelvinhughes.eu

Graduate Recruitment Fair - an unsuccessful pitch

You do work that you feel responds to the brief in a dynamic and interesting way, communicates with the target audience, use images that resonate with the age profile and you follow the brand guidelines to the letter. Yet you are unsuccessful, at the pitch we talked about the value we add to a brand and then we have effectively given our work away! Oh well! there is always next time.

The brief: Design an A1 poster and a double sided DL flyer for the University of Southampton careers destinations service, promoting a careers fair on campus. 

Rational: Following on from the brand guidelines images have been chosen to represent real-life, active and engaged students participating in adventurous activities with the sell and tell style of headline. 

www.kelvinhughes.eu

Showground Map Design

User friendly map of the South of England show ground configured for The Autumn Show and Game Fair. A simplified and stylised approach to the map layout and illustrated to show at a glance the activity on offer as well as clear directions to and from the essential show areas.

www.kelvinhughes.eu

Event Management Course Brochure

Print ready artwork for a sixteen page brochure for the online diploma in event management, CIM accredited London event management training courses, that give students the best opportunity for their future careers. Events are increasingly a crucial part of any brand or customer experience, complementing and balancing the shift to digital and online. They are also fun, colourful, people centred happenings that deliver the best of human engagement and experience.

Also left is an A5 flyer given out at a recent show to outline the event courses on offer. 

www.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

Show branding and consumer marketing creative

Branding and marketing creative for The Ecolife Show a show for the future, it is a showcase for current and future technology, from how we build, heat and ventilate our homes, our choice of transport, sustainable and eco-travel, new consumer product design, water management and waste re-cycling.

The Show will bring together manufacturers from all over Europe, large and small, who are leaders in their sectors, be that home energy, transport or travel.

It will connect consumers, agents and installers to solution providers, helping them to identify how they can make key changes in the way they run their homes and enjoy their lives, to help them achieve a more energy efficient way of life, lower energy bills and become a ‘green’ consumer.

With the political framework for change and government incentives to encourage consumers to go green now firmly established, there has never been a better time for providers of energy saving solutions to build brand awareness with the people that have the power to make a difference.

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

A Gentleman's Puzzler Companion

A Gentleman's Puzzler Companion is a pocket book that contains 170 word games and conundrums for the man of discernment. Designed and written to suit the manly tastes of a young chap and expand his word power and encourage rational thought, whilst having some fun along the way. Discrete and small enough to slip into the pocket without destroying the trouser line, ideal for long train journeys etc.

kelvinhughes.eu

National Press Advertising Campaign

National press advertising campaign designed to encourage people to visit their opticians and get their eyes regularly tested, placed on consecutive pages with the the icons in the shape of an eye chart first and followed by the text advert with the facts and call to action. The first ad in the series is aimed at drivers - reminding them that their car insurance could become invalid if their eye prescription becomes out of date. Second advert in the series focuses on kids with an estimated 1 in 4 children having a vision problem, the final advert looks at the the problem of glare which leads to eye fatigue caused by our digital lifestyles. 

kelvinhughes.eu

Remeha Commercial Boilers - Integrated Campaign

Amongst the top boiler manufacturers in the European commercial and domestic heating market. The Remeha brand is renowned for quality, reliability and efficiency. The concept design for the CIBSE Building Services Exhibition covers product information and case histories which demonstrate lower emissions and a cleaner environment achieved by their products through their commitment to increasing the already high performance standards.

The design solution is product lead merging the boiler images with the intended building applications. The brochure consists of product descriptions, technical information and case histories, other marketing collateral items include banner advertising and landing page for exhibition registration. The bespoke exhibition stand. Included on the stand are bar area, rolling product and technical video presentation area.

kelvinhughes.eu

Rogers Ceramics - Bathroom Showroom Ad Concepts

Local press and outdoor poster campaign concepts for Roger's tile and bathroom showrooms. Who supply bathroom suites, showers, brassware, wet rooms, shower enclosures, bathroom furniture and accessories as well as wall and floor tiles, so that customers can now pick all their bathroom goods from under one roof. The ideas attempt to inject humour and style in an attempt to stand out in a very competitive market place.

kelvinhughes.eu

South of England Society Website Design

A website design that delivers excellent functionality together with contemporary design aimed at show visitors and exhibitors alike, providing detailed information for its four main seasonal shows. Major shows are organised throughout the year, including the Society’s flagship event, The South of England Show. Other events including seminars, conferences and educational activities are also hosted. The Society’s objectives are the promotion and use of local and British produce.

kelvinhughes.eu

Wilo Invitations and Registration Page to Ecobuild

Wilo the manufacturer of energy saving pumps and pump systems for heating and air conditioning use, invite their customers to their stand at Ecobuild 2013 to see the latest range and have a free beer and bites whilst Wilo take them through some of the energy saving pumps. The invites consist of an HTML email version and a DL size print direct mailer to get the installer to register for the beer offer and presentation on their stand at the Ecobuild Exhibition.

kelvinhughes.eu