Here & Now final branding concept

After lots of concepts, ideas and experiments (shown in another blog post) I created a final, consistent campaign for Here & Now. As I was proposing a 360-degree campaign,  I created concepts and renders that showed how the branding would work in John Lewis stores, online and on various materials such as signage and in-store posters. 

After experimenting with some different colours, I ended up settling on this bright, bluish-purple hue which unifies the whole campaign across different Media. I wanted a distinct tone that was new to the John Lewis brand so the campaign would stand out as a unique in-store experience. It's bold and vibrant unlike the ‘stale’ and ‘old’  feeling that was thought of John Lewis by many generation z and millennials who I surveyed before the project. 

Short, bold statements cut the points and make an impact on posters and online. Taglines will make viewers intrigued to learn more and feel like they're missing out if they don't get involved. The John Lewis diagonal stripes motif features heavily in the branding as it is an iconic graphic element that is very recognisable in the UK. By including it, it unifies the brand with the already well-established values of John Lewis such as quality, professionalism and choice. For this campaign however they are used in a new way to continue the forward-thinking tone of voice from the rest of the branding. In some places, they are used to obscure products creating a sense of mystery,  and in others, they are a background element that subtly takes advantage of the existing brand associations.

I am pleased with the final brand concept.  I think it hits all the marks I was going for as it is forward thinking, new to the company and unlike anything they have done before. It's bold and striking but clean typography helps to ensure a quality tone of voice is conveyed. It took a lot of trial and error to get this right, with lots of rejected concepts and experiments that were too busy or cluttered.  The simplicity of this campaign is one of its strong points; its job is to point people to the exhibition space, so it didn't need to be too complicated as it was not about advertising products or services. 

D&AD, Practice, ContextAdam Marsh