PROJECT: Redesign of content for Parenting Club while engaged at Bookmark Content and Communications.
BRIEF: To update the multi-channel experience for Parenting Club taking into consideration changes in the market place and customer preferences to make Boots first choice for parents, providing valuable support and advice giving them comfort and confidence.
SOLUTION: The creation of ’Bump to Baby’ – a 68-page pregnancy and birth magazine mailed to Parenting Club members with improved paper quality to add more value for members. A cleaner look and feel was developed with honest and relatable stories and imagery – channelling the zeitgeist with an authentic, unafraid point of view. A font refresh to suite in with the wider Boots rebrand modernises the reading experience and additional handwritten fonts add a human touch. Editorially, new columnists harnessing the new mummy mentors and peer-to-peer reviews raise awareness of those bigger buys available at Boots and the Advantage Card points offering.
Our gorgeous baby shoots and creative room sets highlight the product offering and provide Boots with high-quality assets to use in store and online.
The creation of ’First Foods’ – a 36-page weaning guide with equal production values, responding to parents’ increased interest in healthy nutrition after having a child. The same new look and feel with trusted, supportive advice and an informative, playful delivery. Created content to be shared across all channels.
I worked closely with the Executive Creative Director to oversee the new look and feel, ensuring it was on-brand in line with the wider Boots strategy.
Credits: Photography: Ian Boddy, Damian Weilers; Illustration: Naomi Wilkinson; Executive Creative Director: Keith Drummond; Editor: Victoria Carlisle; Group Art Director: Louisa Edge; Art Editor: Andrea Walker, Picture Editor Ffion Griffiths
CLIENT: Future Publishing
PROJECT: As Art Editor, I was responsible for the end-to-end delivery on all creative projects for ’Pregnancy, Baby & You’. My role included the design and production of 13 issues each year, plus artwork for promotional material including wraps, books, cover-mount gifts, supplements and promotional features within budget. Our content informed readers about the latest organic and sustainable lifestyle choices as our reader panel survey showed this was front-of-mind for new parents.
Credits: Editor: Claire Roberts; Art Direction Louisa Edge
PROJECT: I art directed the first issue of the Tixylix ’Mum’s Little Guide’ for Novaris at Forward which was mailed to two million Tesco Baby Club and Bounty mums. This included design, production and art direction on all shoots.