BTS ‘21 campaign - concept and execution. The ‘Fresh Start Feeling’ concept came from the idea that September (Back to School time) feels like a second new year. In the aftermath of Covid and with restrictions lifted, I thought it would be fun to play on the idea of cleanliness, and took inspiration from retro cleaning product ads. This was perfect for really shouting about the value message without holding back! The key to creating the aesthetic was using a bold and energetic graphic language and bright clashing colours… it was right up my street! Design work includes: window posters and decals, in-store signage and soap boxes for display, lanyards and badges for staff and lookbook.
That Fresh Start Feeling
Back to School Campaign
The campaign continued in-store with bold graphic signage, and impactful copy in keeping with the style of cleaning ads. We used a mix of 3D soap boxes, die cut POS, and table strips to reinforce the messaging. It really looked fun and impactful in the stores, with lots of extra little messages on the boxes and bottles to make customers smile!
ln-Store Signage
I worked with the marketing and photography teams to plan the lookbook. I provided graphic assets for the photography sets, then used the images provided to design the lookbook, paired with bold type and graphics in line with the campaign aesthetic.
Lookbook
