Working with The LFWI as a live client through university, we were approached with the task of promoting the values, interests and work of the WI to a younger, fresher audience of women - with the intention of spreading the message of who the WI are & what they do beyond their stereotypes of being all about 'Jam & Jerusalem'. This brief targeting younger women, with the intention of it enticing them into joining their local Lancashire based WI, or simply breaking any misconceptions they may have about the older ladies of the WI and the insititue itself, as members are becoming younger, with more contemporary interests and ideas.
The concept was based around celebrating and visualizing the diversity of the WI & its members, then relating this concept to their love of craft we developed the idea of the WI being a patchwork - a whole unit made of many, very different,smaller pieces; with ranging likes, interests, backgrounds etc, all joining together as one to form a community of women and most of all, a strong support system of friends who feel like family. The idea was to make younger women want to be and feel a part of this 'patchwork' as they themselves were possibly missing something in their own lives, hence the 'missing piece' concept explored in the poster designs based on profiles of young women in relatable life situations. Then, if these young women wanted to complete their 'patchwork' and find that 'missing piece', they could get involved through crafts - as the campaign itself was aimed at this interest in todays woman due to the resurrgence of 'make do and mend', hand made and crafting being 'cool' again.
The targeted market women could learn a new skill, in this case cross stitiching using the Patch Pack, whilst getting involved in the campaign as a taster of the WI's work and opportunities, or those with experience could enhance theirs or pass them on to others, creating an atmosphere of inspiration to create a patch of their own physically - welcoming 'newbies' and the experienced all together to create again that sharing, community like feeling that the WI is all about.
I worked collabroatively with Chris Brennan, graphic designer & peer, on this brief - joining together in aspects of research, idea generation and execution - leading to a body of promotional work for both print & web, this including; a home page and campaign page design of a proposed website re-design, web ads in a range of dimensions, poster design as a proposed poster series of three, a folding A3 leaflet design with a poster design on reverse, a magazine/newspaper advertisement, in house document template design, a promotional 'hand out' pack as part of our campaign concept & a wide range of digital illustrations.
If you wish to see more of this project please contact me through behance or any of the other social links provided on my profile, thank you!
Website Design, Home page - in full
Website Design, Home page - on screen mock up
Website Design, 'The Patch Project' page - in full
Website Design, 'The Patch Project' page - on screen mock up
Poster 1 from proposed series - Grace
Close up look at patches from 'Grace' patchwork poster
