John Lewis became John Lewis & Partners in September 2018. This rebranding puts the emphasis on Partners, putting them at the centre of everything the business does.
The logo changed, no more green and white, and throughout the shops, online, packaging, lorries and every other touch point this new brand was rolled out.
It was my job to ensure the new tone of voice was in place across every channel, to ensure the message was consistent at every stage, that it added value whether that be through story-telling or directional POS.
Campaign - Room for Living
This project was about helping customers to identify which type of living room would suit their lifestyle. It wasn’t about ‘getting a look’, instead it focused on modern lifestyles and families, the popularity of working from home, flat sharing and optimising small spaces.
Room for Living
Hot Weather 2019
The brief: to create tactical assets that can be used when there’s a heatwave, or long spell of good weather. The copy is short, punchy and creates a sense of excitement.
These assets were used in shops, online, affiliate links and emails.
Digital - Homepage
The window to your shop; homepage copy is short and clear with a simple call to action. Having said that, it’s always fun to craft some catchy straplines if the brief allows.
Campaign - Christmas 2018
John Lewis & Partners, Christmas 2018
Brief: Colours For 2018 products were presented by colour. Each colour required a story that described the feelings that each shade can evoke. For example:
Amber The amber flames of a crackling fire welcome you in from the cold. A cosy living room is the perfect setting for a hot chocolate and marshmallows.
These stories were displayed throughout shops, helping customers to select their colour theme for Christmas by bringing feelings and scenarios to life. Each story was altered slightly for online to better suit an environment where product can’t be touched and interacted with.
- Christmas tree tags and hampers - A digital page promoting a brand partnership withQuality Street - Supporting the Christmas advert This is the biggest part of the Christmas campaign. The 2018 Christmas advert featured Elton John and the strapline ‘For gifts that are more than just a gift’. The brief was to bring this to life in the flagship Oxford Street shop using a playful tone of voice. Working closely with the Visual Merchandising team, Designers and Art Workers we created a ‘Step into Christmas’ theme in the windows and throughout the store. A key element was the leaflet that described the events that customers could experience.
Concise email copy written in a friendly, conversational tone of voice.
Email copy: Childrenswear
Campaign - Summer Time
2018 campaign for John Lewis
Brief: The Summer Time campaign was a lighthearted play on words: ‘summer time’ as in the season, and also ‘time for…’.
The brief was to create copy lines that capture summer emotions, ensuring that each strapline plays into the ‘time for’ or ‘time to’ theme.
The copy was used in shop windows, point of sale throughout shops, online - homepage and category pages, customer emails and affiliate advertising.
From Christmas features to Beauty Edits, long-form copy provides an ideal platform to inspire and inform the customer. This type of content is ideal for anyone who’s browsing on their phone or tablet.