A is for Aussie brand refresh
brand advertising ▶︎ website • ui/ux • social campaign • fmcg
I led several key design and art direction projects over the two years working on the brands digital transformation. Our team oversaw the re-design of Aussiehair.com from a dated E-commerce site into a fully interactive mobile-first experience, giving a way for the brand team to publish more engaging SEO led editorial content.
Initially our team developed the look and feel of new product packaging lines to launch across the UK and Europe. This then led to the need for renewed brand guidelines, a new mobile-first website and, social activation to promote the new creative direction.
ROLE: SENIOR CREATIVE DESIGNER, WEBSITE UI/UX & MOTION GRAPHICS
AGENCY: SAATCHI & SAATCHI (PG ONE)
BRAND: AUSSIE
TEAM CREDITS: TOBY CLARKE (ACCOUNT DIRECTOR)/ PG ONE HAIRCARE TEAM/ SAATCHI & SAATCHI BUDAPEST (TECH/DEV)
DURATION: 6 MONTHS (BRANDING) / 2-3 MONTHS (SOCIAL) / 3+ MONTHS (WEB)
✷ NEW Direction
how to the brand journey began
As P&G’s leading ad agency we’d collaborate with the brand teams to develop new product lines and packaging. This creative development work led to an overhaul of their core product lines and in time inspired the new strategic direction ‘A is for Aussie’. A homage to their Australian heritage and a more vibrant and energetic visual identity direction.
campaign toolkit
brand guidelines
We developed guidelines to help improve brand recognition and bring consistency to the design system we were creating. Defining colours, typographic treatments, brand use and key communication touchpoint would set us up for success as we shared the campaign toolkit across various markets.
▶︎ Instagram launch
the 'roo bounce' concept
Our strategic campaign line ‘A-Mazing hair with bounce’ inspired the idea that we could bring motion to the iconic Aussie ‘Roo’ character. To do this I developed the animation style treatment and worked out how this could play out on the social grid as a consistent brand expression. Launching a new Aussie Instagram channel.
social re-activation campaign
▶︎ Website UI/UX
the creative brief
Create a new Aussiehair.com website that is both mobile-first, easy to navigate, interactive and fully integrates the new brand look and feel.
our solution
An interaction focused website, full of colourful brand expressions and movement that better communicates the Aussie brand vision. With improved navigation we built upon an already optimal SEO driven website.
interaction & animation testing
Throughout the wireframing and user interface design development I took the initiative to explore how the new website would be a more interactive user experience so went about testing out animation treatments using After Effects to best convey these concepts to a front-end developer and the clients.
▶︎ Social campaigns
A selection of smaller UK social projects I worked on for Aussie hair before the rebrand.
aussie snapchat lens
Design and motion for a Snapchat lens to capture the imagination of users. The lens activated a photo booth style filter for people to create Aussie branded user generated content.
aussie uk and ireland summer festivals
Throughout the 2017 summer social content I animated and side of stage DOOH motion was promoted across the UK & Ireland. Aussie up to this point had no defined motion style as they tended to focus on either TV, in-store or print advertising.
With this open invite for bringing creativity I took pre-shot TV edits and crafted a thumb stopping kinetic type style along with breaking the confines of the frame. #Headlinehair went live across Twitter, Snapchat, Facebook and was launched over the Festival weekends - V Festival, Glovebox, Latitude and Electric Picnic.
▶︎ Magazine Adcepts
Working with the Creative team we put together some print adcepts to promote the new Aussie men range.
CREDITS: ANTONIO & MAISIE(CREATIVE TEAM)