Multidisciplinary Brand Designer, Art Director and Creative Lead living in London.
‘New Power’ allplants rebrand rollout.
Role: Brand Strategy, Art Direction, Creative Leadership
Challenge: When allplants came to market plant based food was in its infancy. A few years later with more competitor brands on the market, we needed to achieve cut through.
Idea: A new distinctive brand world rolled out across touchpoints from packaging to photography. I led a ‘Category Key’ strategy to define visual standout against competitors informing the work of agency Pearlfisher, and oversaw guidelines, shoots and implementation as Creative Lead.
Results: In the months since launch Proquo Brand Tracking showed allplants grew faster than and surpassed our top 5 competitors on the metric of Differentiation, exceeding expectations. Shortlisted in the 2024 Transform Europe Awards. The Transform Awards recognise excellence in creativity and strategy across brand development.
Veganuary multichannel campaign.
Out Of Home
Credits: Design: Rachel Fingleton | Photography: Val Concordia
TVC
Credits: SNAP LDN
‘22 for 22’ New Years Resolution Social Videos
Credits: Studio Something
‘Trying to vegan’ Youtube Series
Credits: Videography: Aliza De Lima
Community Engagement
Stories to drive conversations across socials
Social Stickers
For brand, influencer and community use across campaign stories
‘100% Vegan, 0% Judgement’ allplants veganuary multichannel campaign.
Role: Across Campaign Creative - Concept, Art Direction & Design
Challenge: How do we excite people about vegan food when the word vegan comes with so much baggage?
Idea: During Veganuary we launched a campaign addressing the elephant in the room - judgement. Our campaign created a safe space for people to share the ups and downs of their plant based journeys and learn how allplants can help. Campaign stories lived across TV, digital, print and social.
Results: January became our biggest sales month built on record signups & reactivations.
‘The New Classics’ allplants dish launch campaign using AI.
Role: Creative Concept, Art Direction, Design
Challenge: To minimise the costs of paid advertising we needed a compelling and unique campaign idea for the launch of our new classic product range that would generate reach through word of mouth.
Idea: A campaign to celebrate the launch of a new range of classic dishes using vintage ads reimagined with AI. The visual style of these ads are from an era when fast food and ready meals shot up in popularity. We used this aesthetic to make a point of reimagining quick ready meals that are classic in flavour but are nutritionally and environmentally better. The future of food inches closer to plant based, and AI is similarly a taste of the future. We used emerging tools to make classic fast food ads distinctively ‘allplants’ through our core brand properties, sharing the process on our social channels.
Results: The campaign was picked up by industry press with eight features in Marketing Beat, Vegconomist, Food Manufacture, Totally Vegan Buzz, Oxford College of Marketing Viral Roundup, Frozen Food Europe and Trendhunter.
“In essence, allplants is not only redefining fast food but also revolutionizing its advertising, emphasizing health, sustainability, and innovation.” - Trendhunter, 2023
‘Plant Based Survival Guides ’ allplants referral campaign.
Role: Concept, Design, Art Direction
How might you support the vegan curious through Veganuary without sounding preachy? Playful IKEA style ‘Plant Based Survival Guides’ for new acquisitions and their friends.
‘Light Up Summer’ allplants summer menu campaigns
Role: Brand Strategy, Art Direction & Design
Challenge: How do you communicate flavour to potential customers without them having the ability to taste products before purchase?
Idea: A campaign visually celebrating the emotion of flavour and aspirational convenience with the launch of a seasonal menu. Executed across email, print, organic and paid social video.
Results: CTR on campaign emails exceeded previous campaign benchmarks.
‘Against The Ultra Processed’ allplants nutrition campaign.
Role: Concepting, Art Direction & Design
Challenge: How do you cut through the noise of veganuary as a vegan brand?
Idea: Focusing on nutrition and the emergence of headlines about the dangers of Ultra Processed Foods we created a provocative multi platform campaign taking on UPFs. We visually compared and shed light on chemical additives, positioning our products as quick and healthy alternatives, opening up the conversation to vegans and non vegans alike.
Results: The campaign against ultra processed foods surpassed our monthly organic reach target within the first week of launch and was picked up by The Drum, Grocery Gazette, Women’s Fitness and influencers in the wellness space.
Wonderbly - ‘The Amazing Fantastic Year In Review’ Campaign.
Role: Design, Art Direction, Video, Animation
Led the design of a newspaper written entirely by kids aged 4-7 as a delightful Christmas editorial marketing campaign. This was distributed across the UK, US and Australia.
I designed the campaign landing page and directed a campaign video. I also directed short ‘news reports’ given by kids, which were posted across social channels in the run-up to launch.