HM FOR HBTQ (CONCEPT/FILM)
A two day project at Berghs, not made for or by H&M, where I worked with Sukena Tran and developed a concept and campaign idea where H&M cooperates with popular drag queens for healthier female body ideals, to support organisations within HBTQ to increase awareness and acceptance.
ARBOGA TRAFIKSKOLA (CONCEPT/CAMPAIGN/VISUAL IDENTITY)
— Winner of "Best Design" —
In only 13 hours we were challenged to come up with an idea, new identity, campaign and presentation for Arboga Driving School to recruit new customers to the intensive courses from other locations in Sweden (mainly Stockholm). Our idea was to communicate the possibilities of having a drivers licence instead of the process of taking it! We chose to rebrand the company by re-using the traffic signs from the old logo into a modern and playful pattern to be used in communication. This case was made in benefit to Musikhjälpen 2017. Together; client, students and Berghs donated over 150'000 SEK to the organisation, working to help and protect children within sex trade/trafficking/abuse.
SONNET TO GO (CONCEPT/MOTION GRAPHICS)
Together with Lisa Berström and Madeleine Richter we developed an idea for the Canadian insurance company Sonnet on how they could address more millennials. Our research showed that over 80% of millennials prioritize travelling above investing in a new house or a car (the main focus of Sonnet Insurances). In that spirit, we created a concept where Sonnet picks up the customer in that moment of happy feelings and excigtement – when they're about to travel. Our idea was to integrate the insurance company with Uber in order so simplify the registration ✈️
Fuck Content (TYPOGRAPHY/LAYOUT)
Typography and layout course where the challenge was to make a print piece by using two texts; "The Crystal Goblet" – by Beatrice Warde (1932) and "Fuck Content" – by Michael Rock (2009). My idea was to make a coffee table magazine with bold typography and a colourful index, where quotes from Michael Rock’s text makes statements which provokes the text by Beatrice Warde. All images is © copyright to the talented Vanessa Mckeown. I chose these images to give a powerful and playful appearance to the texts.
CITY BIKES 214 STORIES (CONCEPT/CAMPAIGN)
— Winner of "Best Campaign" —
The challenge was to create a City Bikes advertising campaign in one week to be visible throughout Stockholm in 2017 in order to bring attention to this popular and environmentally friendly product to make it more well-known. Our concept was based on that the period of time (April 1'st and October 31'st) equals 214 days and that if it should be appealing to a broad target group of different people and personalities (both tourists and residents in Stockholm) it should be promoted by the same people. We wanted a concept that would be both personal and inviting, including personal stories/quotes from users to appeal to new users. The campaign was live in Stockholm for 6 months.
THE PAPER BAG (CONCEPT/DESIGN)
In May 2017 we had an exhibition with Stockholm Design Gallery and Visit Sweden. Our exhibition #tomorrownightinsweden was based on creating own interpretations of what Swedish design might become in the future. My interest for sustainability and fashion brought my thoughts to new materials. I then made a "leather bag" in paper and created a plexi print of year rings to show that it takes time before we reach a technology that can design our Swedish resource paper into a sustainable and useful material for fashion and design.