Brief: Give the Click & Collect proposition a fresh identity and elevate the proposition message with a bold, creative title that dials up the convenience of the service.
I simplified the message with ‘Click today, collect tomorrow’. By keeping it short, it feels modern, it’s easy to understand and it’s impactful. It can also be used in different formats, from large display screens to tag lines at the bottom of a poster.
The brief: Rename the John Lewis nursery service and create a new tone of voice that customers can relate to, feel comfortable with and feel included whether they’re first time parents, proud grandparents or friends wanting to buy a gift.
Here’s an example of the Christmas point of sale that I created for John Lewis stores.
With John Lewis shops displaying plenty of COVID-19 safety signage, I received a brief to create warm messaging with Partner quotes and stories about what the Partnership had been doing while shops were closed.
Inspired by the popularity of rainbow images during COVID-19, we decided that we could also add warmth through the use of soft pastel colours, to brighten the shops and welcome customers back.
This isn’t the usual creative campaign copy, but this health and safety COVID-19 signage became the most important communication to be installed in John Lewis shops.
It was a quick turnaround brief with a host of scenarios that needed to be considered and planned for. The aim was to be disruptive and informative so customers would feel confident and know what to do.
With no changes or rewrites, this was a complex but rewarding and satisfying project to work on.
Here are just a few examples of the signage used in shops.
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.
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.
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.
Additional requirements:
- Christmas tree tags and hampers
- A digital page promoting a brand partnership with Quality 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.
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.