Littlewoods #styleofplay campaign
Littlewoods Ireland commissioned me to join their campaign team and develop and lead the visual strategy for their sponsorship of the 2017 GAA Hurling Championship and Camogie League season.
As first time sponsors in this: “Our Cultural and National game” we knew from the start, that we would have a huge opportunity to push the campaign objectives of the sponsorship in a direction that was focused on the passion of the fans, clubs and communities that make these games so captivating.
- Littlewoods Ireland
- Sponsorship
- Branding
- Sept 14th, 2017
#styleofplay was the direction envisioned that best encompassed these objectives.
After each match, a style of play award would be announced across social platforms for the best player, akin to player of the match.
A weekly video edit of best plays was produced throughout the competition season, and I styled the visuals and motion graphics for this and liaised with the production team.
Posters and programme adverts were designed for both the camogie and hurling competitions.
Daragh brought this concept to life with a visually arresting creative treatment that earned hundreds of thousands of views and excellent recognition through our print and social promotions.
Fiona Lee, Marketing Manager at Littlewoods Ireland
Littlewoods Ireland GAA Sponsorship
As a newly appointed top-tier sponsor for the GAA All-Ireland Senior Hurling Championship and Camogie League, Littlewoods Ireland commissioned me to conceptualise and implement a Branding strategy to roll out across all of the upcoming sponsor touchpoints.
Following a series of explorative workshops, we laid out a plan to develop stadium signage, logo adjustments, colour palettes and ancillary branding needs.
- Littlewoods Ireland
- Sponsorship
- Branding
- Sept 28th, 2017
Kicking off the project, we researched the other sponsorship panels and from there devised a series of colour schemes that would stand out from the competition no matter where they were placed throughout the stadiums taking into account TV camera angles and natural daylight reflections.
Refining choices down, 3 colours were chosen to test as primaries, and we had these printed and hung around the stadium to test. The sunburst yellow was the clear winner, being both unique and most importantly legible around the stadium.
From our test prints I noticed that the Littlewoods part of the original identity appeared thin when printed up and displayed at such a large size. Something no doubt the original design had never been designed to contend with.
I increased the weight slightly to strengthen the brand and give it more visual impact and on approval, finalised the artwork for the stadium advertising rollers.
With the stadium signage in print, i began to work on the various logos needed for publicity with the GAA itself and to furnish Littlewoods Ireland with a suite of brand collateral to use for sponsorship promotion across social, broadcast and print touchpoints.
Daragh delivered a highly impactful, cohesive and consistent treatment for the branding of our sponsorship. It is a great success and our brand affinity, brand recall and share of voice scores reached an all-time high.
Fiona Lee, Marketing Manager at Littlewoods Ireland
Roomex Rebrand
Roomex allows businesses to find the best savings from the largest network of global accommodation.
Their mission is simple: to provide a cohesive platform that takes all the stress out of booking, paying for, and managing business travel.
Tasked with creating a new brand strategy that spoke to and advanced the clients rapidly growing userbase, it also had to be an elegant and efficient solution so that the internal teams from marketing, product through to sales and support could implement seamlessly into their areas of expertise.
- Roomex Marketing Dept
- Workforce, Hospitality
- Branding
- July 16th, 2020
- www.roomex.com
Starting out I conducted a series of research workshops to breakdown the visual messaging and tone of voice for the company. The next step was to conduct prototype design sessions to explore visual forms and collaboratively we refined these outcomes towards the chosen solution.
Being primarily a business supplying hotel rooms to workforce travel, the concept of simplifying the design system into a series of squares lent itself to a wide range of visual possibilities, it helped to focus the system in a unified theme whilst conveying the core message of the company’s offering.
Creating a unified set of brand assets made it easy to flex the brand across social media and print advertisements. The brand colour is used recurrently as is the subtle use of the square symbols making it a unique and highly recognisable feature of the brand to its audience.
The palette and typography system were expanded upon and integrated into a design library so that the base branding could now flex into more solutions across various digital and print touchpoints and keep the brand consistent across the entire company.
Imagery for the brand was virtually non-existent, through research I identified visual collections that identified with all the various personas. Sourcing free and stock imagery to start off I categorised and built these into an internal repository for all staff to access.