Strategy

I have a keen interest in consumer behaviour and brand elevation which has led me to want to pursue a career within strategy. I enjoy researching brands and the market, brainstorming and creating innovative ideas and then implementing my outcomes to see brand specific results. My work is always audience centric and I create work that is inline with both my client and my own personal values, ensuring that my work is relatable, honest and empowering.

Scroll down to browse some of my recent case studies.

Devon Wick

Twinings

Penfield

Strategy: Projects

Devon Wick

Home fragrance for the working woman.

Strategy: Welcome

Devon Wick:

Devon wick are a start up home fragrance brand based in Devon. They specialise in creating and selling wax melts, snap bars, wax burners, candles, diffusers and room sprays. After critically analysing their current communications startegy I identified that to maxmismise their potential they need to understand and connect with their consumers more, delivering more tailored and consumer orientated content through their most profitable channels.

Strategy: Text

The Devon Wick Way:

Social Media:

To increase brand awarenss and consumer engagement, Devon Wick need to utilise their social media. I proposed more engaging and relatable content, a more conversational tone of voice, more UGC encouragement, competitions, giveaways and influencer marketing. All of the above, if implicated with their consumer in mind, should contribute to higher engagement, customer loyalty and brand awareness.

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Logo redesigned:

To ensure the brand is recognisable I collaborated with an Illustrator to create the perfect logo for Devon Wick. We wanted to incorporate their colour scheme and the main values of the brand to design a fun, representative and bespoke logo.

Packaging solutions:

To maximise sales I implemented the idea of gift boxes with sustainable and bespoke packaging. The brand didn't sell gift boxes or gifting items which was a huge missed opportunity for them therefore I researched their best sellers and designed some collections they could use as gifting items. I worked alongside a local packaging company to design a bespoke postal box and fitment that would hold and present the gift items in a secure and aesethetic way. This propels Devon Wick into the gifting sector which will help maximise sales.

Strategy: Features

Strategy: Pro Gallery

Twinings

Collaboration, Communication and CommuniTea.

Strategy: Welcome

Twinings Tea:

Twining's is an English maker of tea and other beverages, including coffee, hot chocolate and malt drinks, based in Andover, Hampshire. They were founded in 1706 and are one of the UK’s tea giants.

After analysing the brand, their socials, engagement, audience and their content and campaigns I started brainstorming ideas as part of a strategy to elevate the brand in the current climate and in relation to their consumers needs. The main takeaway that I have from my research is that Twining's need to be more aware and progressive.

Upon analysis it is clear that Twining's have a vast target audience. Their consumer base ranges from the elderly to young adults. There are different reasons why all these ages shop with twining's, some out of habit, some out of shared values and some because the packaging looks nice or the price point is right.

However for them to stay relevant, they need to retain their bonds with ‘habituals’ by staying true to their heritage and values. To stay relevant to their middled aged consumer they need to make them feel understood, communicate with them through appropriate platforms and with caring and relatable content and finally, to engage with their current and prospective younger generation of consumers they need to be socially up to date, aware of current issues and create consumer orientated content that appeals to the busy millennial or compassionate and inquisitive generation Z.

Strategy: Text

Spilling the Twinings Tea:

CommuniTea Campaign:

Twinings already promote emotional and physical wellbeing throughout their products so I wanted to take this further in a more direct campaign focusing solely on mindfulness, wellbeing and self-care. Named CommuniTea, this campaign is the product of the Twinings X Headspace collaboration that I proposed. This would be inline with their brand values, personality and essence, it would relate to their consumers needs and interests and would be responsive to the world and emerging market trends.

There would also be a pop up open to the public that would encapsulate everything the campaign and collaboration stand for. This pop up would maximise awareness and encourage engagement from both consumers and the public.

Content Strategy:

To ensure the CommuniTea campaign reaches its full potential it would need to be covered on social media. I proposed that this was done by appropriate and inspiring celebrity endorsements to create hype and a following, IGTV'S & educational Q&A sessions to keep people in conversation and lots of design promotion to encourage consumers to engage with the campaign.

Vibrance Tea Bag:

To take the campaign & collaboration further I wanted to create a new teabag that would fit with the values of the campaign and be suitable within the superblends range that Twinings already have. I worked with an illustrator to design the teabag cover and I researched and selected appropriate and beneficial ingredients. This tea would also be available at the pop up to go alongside its launch.