Destination: During my term abroad at Leeds University I entered the D&AD New Blood Awards rebranding competition. As part of my entry I worked with a team of four people to rebrand and redesign the company TOMS. We chose to focus on TOMS mentality of One-For-One by creating a website called TOMSOCIAL. TOMSOCIAL offers TOMS' consumers a place to connect with other users while benefiting the greater good through challenges which help to improve others lives.

Task: Rebrand TOMS to target 16-26 year old fashion forward consumers. This was accomplished through a retail led campaign which lives online supported by a physical touchpoint.

Journey: We began this project by narrowing our target audience focus. My role, as Project Manager, was to handle the logistics and feasibility of each component of the project. I supported the developer in the creation of TOMSOCIAL which can be viewed by clicking the image below. 

Since this project is currently not used by TOMS, some functionality (including the challenges) cannot be accessed. For an example of a challenge; please view the video below.

 Throughout the project I was in charge of setting deadlines, planning meetings and tracking progress. I accomplished this using our Facebook group and Google Drive. I was also the lead designer on this project. Below you can see the design of our physical touchpoint - a TOMS shoe box which I created the design for, as well as some rough versions.

Souvenirs: Starting with a group of independent workers I led them to become team players, which enhanced my project management skills. I gained experience as a designer and played a significant role in the presentation of our final project to our stakeholders.