CLIENT / BRIEF
CLIENT: The Body Shop, are a all natural and ethical brand which began in the UK have asked for me to create a new visual language for their brand communications. This must reflect the ethics and what the brand stand for aswell as the pioneering spirit within the beauty industry as a forward thinking British Brand.
BRIEF: Anchored through their window posters, the challenge is to expand from there to form a new visual communication style. The tone should be ‘quirky’ whilst encompassing product efficiency and premium beauty credibility.
PROPOSAL: The Body Shop has six main brand values which their social campaigns tend to fall into. Using their value of ‘Activate Self Esteem’ as an overall concept for my designs I want to link all of the mandatory requirements of the brief using this idea of ‘positivity’ which will be evidenced in the concepts, designs and language I will use.
MANDATORY REQUIREMNETS: 4 x A2 poster designs for four Body Shop products 1 x social campaign poster idea Explore at least one other communication channel
PRODUCT POSTER DESIGNS: Bearing in mind the concept of â€˜positivelyâ€™ I have chosen, for my product poster designs each of the posters will focus on the individual part of the body that the product effects stating the positives of each product.
SOCIAL CAMPAIGN POSTER(S)
I feel that raising awareness of ‘Cyber-Bullying’ would be appropriate for The Body Shop as it fits with their ‘Activate Self Esteem’ brand value. Cyber-Bullying primarily effects young adults which are potentially the next generation of Body Shop consumers. To demonstrate my concept and to create a sense of continuity between all of the mandatory requirements of the brief, the designs will have a similar layout to the design for the product posters only this time including a positive compliment you could get.
COMMUNICATION CHANNEL: As the social campaign I had chosen was on the subject of 'cyber-bullying' I decided that I would explore social media as a new communication channel - which is the main source of this issue - by making The Body Shop's social media a more relevant part of their campaign and launching a online campaign encouraging the audience to 'Do Something Positive' with social media. FACEBOOK:
The online campaign which I will propose will be centred around a event, on a given day which will ask users to use their social media sites for a positive cause. Doing something as simple as posting a compliment on a friends wall.
On the social media site, Facebook there is a variety of different ways in which users could take part in the event; by posting statuses and tagging their friends, posting a message on their wall or even posting a picture each time starting the message with a '+' symbol which is a symbol of the campaign.
On Instagram, I came up with the idea of replacing the '#' with the '+'. So users would post pictures of their friends and put a '+' for each of their positives.