NewDay
Art Direction, Design, Branding, Marketing, UI
Creative lead for all output across 10+ brands as well as internal events and communications. This included launching new brands and re-branding current ones.
Aqua
Aqua, the hero brand of NewDay was re-Branded and while the logo and "aki" character were created by an agency, all other creative gaps were designed internally.
Deliverables
Bip
Bip is is a market leading and uniquely "digital only" credit product. As such it was a bold and refreshing brand to work with and create all launch touchpoints and ongoing marketing for.
Deliverables
Amazon Mastercard
For amazon (and all partner brands) a brand was required that would separate its credit product from its mastercard product. Signed off by brand teams within partner businesses, the creative was pitched from NewDay.
Deliverables
Co-Brand Optimisation
The marketing department delivered all communications for co-branded products and while the brands want to use their brand equity in these communications, they also want to differentiate their financial promotions from their retail ones
Brief
Part 1
Take a cue from the existing retail brand and build out a dynamic palette which will create a vibrant feel across digital and print marketing. This needs to differentiate enough from the retail brand so that its not confused as the same product.
Part 2
Design an email template which offers versatility to designers while allowing for a quick interchange between multiple brands when creating marketing materials. This needs to consider the needs of Designers, HTML developers and Salesforce Marketing Cloud specialists.
What To Consider
Deliverables
Challenges
"Same but different"
Bringing a consistent experience but for a clearly different product. Looking for new colours that suitably compliment the core brand colour.
Central Brand Team
Brand teams within the retailer have their own views on what can be different and what can change from the central brand. Working closely with these teams to ensure everyone is on the same was essential.
Accessibility
Being able to succinctly explain rules and guides for making all digital comms accessible. Being visual with as little jargon as possible can explain how to simply meet AA ratings with font and colour variations.
Comprehensive Design
Understanding the requirements of marketers and customers is a must. From previous experience, feedback and analysis it is possible to create a master template that will cater for almost all needs. Mixing a diverse set of UI with an equally broad set of colours allows for marketing materials to stay relevant and engaging.
Bringing a consistent experience but for a clearly different product. Looking for new colours that suitably compliment the core brand colour.
Central Brand Team
Brand teams within the retailer have their own views on what can be different and what can change from the central brand. Working closely with these teams to ensure everyone is on the same was essential.
Accessibility
Being able to succinctly explain rules and guides for making all digital comms accessible. Being visual with as little jargon as possible can explain how to simply meet AA ratings with font and colour variations.
Comprehensive Design
Understanding the requirements of marketers and customers is a must. From previous experience, feedback and analysis it is possible to create a master template that will cater for almost all needs. Mixing a diverse set of UI with an equally broad set of colours allows for marketing materials to stay relevant and engaging.
NewDay Hackathon
Designing a range of print and digital materials for a week long Hackathon. The event involved over 60 participants and culminated in a gathering of the whole business and external judges to review each teams presentations. I participated too!
Deliverables
NewDay Hackathon 2.0
Designed the logo for the second iteration of the NewDay Hackathon (as a freelancer after I left NewDay).
NewDay Library
Using stock imagery for a brand makes it difficult to feel unique when creating tens of hundreds of assets. From 8 photoshoots I created a bespoke, dynamic library of lifestyle and product focused imagery for use across all of our brands, internal comms and business pitches. A range of demographics were selected so each brand felt represented and I crested photoshop templates to make it possible to simply swap out credit cards and/or app/web screens bespoke to brands.
NewDay Purpose
As a business, NewDay refreshed it's purpose to reflect both its internal values as well as those facing outwards with their philosophy in market. All creative was pitched, designed and created in-house.
Deliverables
Newpay
A new brand launched who's purpose was to provide credit in instalments for NewDay partners. Paying in installments or "pieces" was central to the visuals of the brand. The brand was created working with an agency (logo, colours and core concept) and all launch materials and copy were created in house.
Deliverables
Recruitment Pamphlet
A 6 page print pamphlet which explained who NewDay is and why they would be a great place to work. Mixing longer form copy with bold colours and imagery to engage prospective applicants.
Powerpoint
A range of powerpoint designs for external and internal purposes at NewDay. Partnership pitches, RFP presentations, ExCo presentations, Internal Communications, Events. The key is to have engaging and dynamic designs that are easily editable by people with limited knowledge of powerpoint. Examples available on request due to sensitive information.
Credits
Creative support and advice is always appreciated
