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Pantone 194C Pantone 193C Pantone 383C Pantone 384C Pantone 9060C Brown Paper Mens Ladies

Christmas roundels used for key Christmas messaging

Ladies Symbol Mens Symbol Kids Symbol Home Symbol

GIFTING

GREATfor

GIFTIDEAL

GIFTING

IDEALfor

Here is the 2013 Christmas scheme for Matalan, here I have shown the initial elements for the scheme, I will show how I have generated different ideas for different channels of media using these elements, such as national and regional press, marketing campaigns mailers and in store schemes. It is important to ensure brand guidelines are met keeping all the creative consistent.

Christmas Scheme 2013 Creative elements

Standard price point

Offer price:

“Christmas tag line”

Christmas tag line

Stripe print on boxes

Ribbon for shelf strips

This is how the scheme could be executed across the Ladieswear department in store the key directionalbeing sleep wear, signed off by the Christmas strap line. Imagery has also been introduced across a set of M2 graphics to add personality and grab the customers attention.

High level theatre has also been used such as presents and bows to add a fun aspect and to tie all the elements together.

Pricing has also been given the Christmas treatment by taking the current price strategy and adding the Christmas elements such as the colour and strap line.

Christmas Scheme 2013 Ladies in store scheme High level M2 graphics

Back panels

Standard price point

Offer price:

“Christmas tag line”

Christmas tag line

Stripe print on boxes

Ribbon for shelf strips

This is how the scheme could be executed across the Menswear department in store the key directionalbeing sleep wear, signed off by the Christmas strap line. Imagery has also been introduced across a set of M2 graphics to add personality and grab the customers attention.

High level theatre has also been used such as presents and bows to add a fun aspect and to tie all the elements together.

Pricing has also been given the Christmas treatment by taking the current price strategy and adding the Christmas elements such as the colour and strap line.

Christmas Scheme 2013 Mens in store scheme

High level M2 graphics - reference images only

Back panels

Here I have shown how the Christmas scheme would look online using the Christmas elements and the festive location photography, each image would represent a department.

Furthermore to the right a few snapshots of Christmas mailer, again incorporating the festive elements from the font to the icons, and even adding the ribbon into the still life product shots.

Christmas Scheme 2013 Online & mailer

Shop Womens > Mens >Shop Girls > Boys > Shop Home >

Christmas home page

Mailer spreads

Here I have designed a Christmas card, again in keeping with the Christmas scheme, I have gone for a typographic style, using a mix of font and icons. I have also brought the craft card effect into the background to make it feel like a personal card.

An offer mechanic has been used on the inner to drive customers in to store, I incorporated the tag icon to look like a gift tag (voucher) on the present which will detach and then be brought in to store to redeem the offer.

This Christmas card won the Direct Mail Print Of The Year award in 2014.

Christmas Scheme 2013 Christmas card

www.matalan.co.ukIf you wish to change your mailing preferences, please call customer services on 0845 330 3330

WEWISH YOU A

merry

...with love

CHRISTMASREWARD YOURSELF

Christmas shopping that suits you

Just for you...Use your exclusive voucher with your Matalan Reward Card to save 20%

off in store or online

valid from 4th - 22nd Dec 2013

*This voucher entitles you to 20% off in store or online on one occasion only and is valid from 4th - 22nd December. Only one voucher per Reward Card holder. This voucher is not transferable, has no cash value and cannot be used in conjunction with any other promotion, offer, or discount (including sale items), any discount scheme (including staff discount), the purchase of gift vouchers, books, DVD’s. This voucher

cannot be used in conjunction with High Street Vouchers (either in print or electronic format) this voucher cannot be used at any Matalan clearance store. Damaged or defaced vouchers will not be accepted. Matalan reserves the right to refuse any vouchers with incorrect codes or which Matalan reasonably believes to be copies and to amend, alter or terminate this discount at any time. Full terms and conditions apply,

please see instore or online at www.matalan.co.uk for further details. The promotor is: Matalan Retail Limited, Gillibrands Road, Skelmersdale, West Lancashire, WN8 9TB.

Merry ChristmasLove from Matalan x

As one of our special Reward Card holders we want to give you an early Christmas gift.

Treat yourself with...

20% off at Matalanin store or online

valid from 4th-22nd Dec 2013

Simply remove your voucher from your present and take in store. Don’t want to

brave the crowds? Use your discount online from the comfort of your home.

online code:

To Samantha

0000000000

When you have finished with this mailer please recycle it.

Return to: Matalan Retail Limited, PO Box 58037, London W10 9AP.

FSC FPO

Christmas shopping that suits you

A Christmas gift for you inside...

20%off

A special Christ

mas gift

for you inside

Miss A Sample1 Sample StreetSample TownSample CountyAB1 2CD

20%offin store or online voucher

when you use your Reward Card. Valid from 4th - 22nd Dec 2013

*This voucher entitles you to a reduction of 20% of your total bill in store or online using the below online code, on one occasion only. Your valid Matalan Reward Card must

be presented at the time of purchase to receive the discount. For full terms and conditions see the bottom of the card.

Valid from 4th - 22nd Dec 2013

NAME:A B Sample0000 00000 000000

online code: 0000000000

20%offin store or online voucher

when you use your Reward Card. Valid from 4th - 22nd Dec 2013

*This voucher entitles you to a reduction of 20% of your total bill in store or online using the below online code, on one occasion only. Your valid Matalan Reward Card must

be presented at the time of purchase to receive the discount. For full terms and conditions see the bottom of the card.

Valid from 4th - 22nd Dec 2013

NAME:A B Sample0000 00000 000000

online code: 0000000000

Christmas card - front and back Christmas card - inner customers names are personalised (pink text)

Christmas card envelope

20& off voucher this sits on top of the present on the inner and detached to be taken into store to receive the discount

Direct Mail is key around Christmas time, it’s a great way to shout about offers and your range. Here is a great example of a piece of direct mail that was very successful, it is clean and simple yet contains all the relevant messaging from click & collect to money off vouchers.

Christmas Scheme 2013 Direct mail

Start using your vouchers from 14th NovemberENJOY A GIFT FROM US...

ENDS SUNDAY

17TH NOVEMBER

IN STORE & ONLINE

hurry

Turn over for

your exclusive

vouchers...

Perfect for a sparkly dress, a new pair of heels or a great gift. Put the ladies to the top of the list for a little festive indulgence with your exclusive Reward Card voucher (see reverse)

20% OFF OUR LADIESWEAR COLLECTION

Return to: Matalan Retail Limited, PO Box 58037, London W10 9AP.


...this Christmas

A GIFT FOR THE LADIES20% off Ladieswear this weekend

A GIFT FOR THE FAMILY...10% off again & again in store

RELAX, SHOP ONLINE...up to 20% off online

START USING YOUR VOUCHERS FROM 14TH NOVEMBER

Hurry offers valid for a limited time only

3 TREATS WITH LOVE FROM US

If you wish to change your mailing preferences, please call customer services on 0845 330 3330.


V1W

| in store | online matalan.co.uk |

FSC FPO

Miss A Sample

1 Sample Street

Sample Town

Sample County

AB1 2CD

RELAX, SHOP ONLINE... £10 off online voucherIf you prefer to avoid the Christmas hustle and bustle shop online at matalan.co.uk, you can even use our click & collect service so you don’t have to wait in for the postman.offer valid 18th Nov - 1st Dec.

A GIFT FOR THE LADIES...20% off Ladieswear this weekendGet ready for Christmas. Looking for the perfect party dress, winter warmers, or that special something for over the festive period? Hurry offer ends 17th Nov.

This voucher entitles you to the discount stated on this voucher off your total bill online in a single transaction online until the end date stated. Only one voucher may be used per customer per transaction and a valid Matalan Reward Card must be presented at the time of purchase to receive this discount. This voucher is not transferable or reusable, has no cash value and cannot be used in conjunction with any other promotion, offer

or discount (including sale items), any discount scheme (including staff discount), the purchase of gift vouchers, books and DVDs. This voucher cannot be used in conjunction with High Street Vouchers (either in print or electronic format), Say shopping pass vouchers or any

job centre/new deal vouchers.

20%off

£10off

WELCOME TO YOUR CHRISTMAS REWARDS YOUR EXCLUSIVE REWARD CARD VOUCHERS

There’s six weeks until Christmas and as a special thank you for shopping with us this year we’re giving you an early festive treat, your exclusive discount vouchers. Happy shopping!

1.

3.

1.

2.

3.

LADIESWEAR in store & onlinecode: bcw74k9t valid 14th - 17th Nov 2013

ONLINE when spending £40 or more code: valid 18th Nov - 1st Dec 2013

+Terms & Conditions: This voucher entitles you to a maximum reduction of 20% off ladieswear in store & online. Voucher may be used once up to the end date stated by the named customer on the voucher. To use this voucher in store a valid Matalan Black Reward Card must be presented at the time of purchase, and to use this voucher online a valid voucher code and Reward Card number must be entered to receive the discount. This voucher is not transferable, has no cash value and cannot be used in conjunction with any other voucher, promotion, offer, or discount (including sale items), any discount scheme (including staff discount), the purchase of gift vouchers, Books, DVD’s. This voucher cannot be used in conjunction with High Street Vouchers (either in print or electronic format), Say shopping pass vouchers or any job centre/new deal vouchers.

This voucher cannot be used at any Matalan clearance store. Damaged or defaced vouchers will not be accepted.

Matalan reserves the right to refuse any vouchers with incorrect codes or which Matalan reasonably believes to be copies and to amend, alter or terminate this discount at any time due to circumstances beyond its control. Promoter: Matalan Retail Limited, Gillibrands Road, Skelmersdale, Lancashire, WN8 9TB

With the choice of our biggest store at your finger tips including online exclusives, style advice and inspiration, you’re sure to find yours, your family’s and your homestyle catered for.

Use our free click and collect service to have your shopping delivered to your local store for you to collect at a time that’s convenient for you. Alternatively, get it delivered to the comfort of your home.

Delivered your way. With more availability online including exclusive sizes on selected lines from XS to 5XL, you can guarantee your size is waiting for you in store or at home when delivered.

Your size. Your style.

matalan.co.uk

A GIFT FOR THE FAMILY...10% off again & again in store

Let’s not forget the family and your home. They’ll also need to look good this season. But don’t worry if you forget something, no problem this voucher can

be used again and again in store until the 22nd Dec.

2. Just for you...

use your exclusive voucher with your Matalan Black Reward Card to save 10% again and again

in store everyday. valid 18th Nov - 22nd Dec 2013

0000000000

Direct mail outer

Direct mail inner

Souluxe, an internal active wear range launching in 2016, active wear for ladies, mens and children.

Here I have explored a colour pallet which will be used across both online and in store. I have also introduced two materials-wood and concrete, this will help lift and separate the colours in store adding a point of difference.

Photography is key to driving this new active wear range, a mix of location and studio have been used. Props such as medicine balls and circular Olympic rings have been used to bring through the colour scheme and to get the circles from the logo across.

Bringing the circles into the photography will help get the brand identity across by showing a link between the photography to the logo.

Souluxe Colour scheme & photography

Colour scheme and textures

Souluxe photoshoot using the colour and textures pallet, a mix of location and studio photography.

I have developed a grid system which could be used for regional and national press advertisements. The grid allows both high density and low density product options.

The grids can move and the boxes can be made bigger allowing for a hero image, yet bringing in key price messaging and still life. The logo would always sit top left and sign off bottom right, the logo can also change colour to sit with the product.

A mix of both studio and location photography have been used. Pops of colour have been used behind the still life bringing in the colour pops from the pallet.

Souluxe Mailer/advertising templates

Mailer and Press Advertising - Templates and logo positioningExamples of grid template variants for single page press advertising (based on 215 X 300mm) and Positioning of Souluxe Logo

within template format.

“Erorestio lique pedi sendernatur rerepro pedi ”JESSICA ENNIS

Get the outfit for

£40“Erorestio lique pedi sendernatur rerepro pedi ”JESSICA ENNIS

Press Advertising - Templates in Action, Example of how imagery all works together with the grid templates - Grouping product by colour together from the autumn winter palette.

Here I have demonstrated how the colours and materials work together in store. The bright pops of imagery and photography give Souluxe its own identity, and will help it stand out from other concessions within the store.

Again the circles have been brought through the back panels to show a link between the scheme and the logo.

A different colour has been used for mens, ladies and kids to give it its own identity and stand out.

Souluxe Scheme

Womens

MensWomens Kids

In store execution

In store back panels using the textures and colours from the Souluxe paletteBack panels using imagery for inspiration and advertise product

Leggings

£ 12Breathable

Hi-Stretch

Quick Dry

click & collect | matalan.co.uk

Hi-Stretch

A6I-TRIAL-3


£ 6

Selected lines onlyA4-TRIAL-6


£ 6

Generic pricing has been used within the Souluxe department as it’s still part of the Matalan brand.Imagery has been brought in to the picture price POS along with features and benefits to help introduce the new active wear range.

Brand blocks using a mix of colour pops and materials would also be dotted around the department at both high level and low level to help create brand identity and awareness.

Features and benefits have been added onto the price points to encourage people to buy the product and to showcase what the brand has to offer.

Souluxe POS

A4 generic price library

A6 from generic libraryfeatures and benefits insert

Brand blocks

A3L picture price

The grid system has also been used for emails, this allows great range in what you can say, from key offers to inspiration for the customer, colours have been used to identify ladies mens and kids. As you scroll down the email the colours would change.

Video clips would also be used to create a mood and for inspiration to the customer.

Souluxe Email by colour

Get the outfit for

£40

“Erorestio lique pedi sendernatur rerepro pedi ”JESSICA ENNIS

Get the outfit for

£40

The website would have a key hero ladies image, as they’re our key customer who will buy for the whole family. The circular balls in the background help create an identity and link with the logo.

A short introduction has been added to inform the customer what Souluxe is all about. As you scroll down you are then introduced to mens and kids where you can shop the range.

There is also an option to get involved and share your fitness pics on social media.

Souluxe Website

I had been asked by Autograph a plus size fashion range based in Australia to create a scheme for their new Autumn Winter 16 Dream Denim campaign. There were a few key points they wanted to get across such as fit and features and benefits.

Firstly I researched the brand and their competitors, secondly I started to look at some key elements such as fonts and colours. I then developed a colour and materials pallet. I also chose two font styles and created a hierarchy for usage to ensure consistency throughout.

AutographColour palette & font

Textures and materialsMain background colour5405 solid coated

Highlight colour540 solid coated

Offer colour2915 solid coated

Text colour90% black

Text colourwhite

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

Primary fontDidiot - regular - capitals90% black

Secondary fontDidiot - italic - lower case90% black

Sub copy fontHelvetica Neue - light - lower case90% black

Secondly I looked at the photography, I explored different ideas however I chose studio photography for AW16 Denim, It was a move on from the location shoot they did last year, furthermore it focuses on the product more as there are less distractions.

Wooden props have been introduced to add an autumn winter feel, however the light blue gives a fresh soft feel, which the dark denim blues would stand out from.

I have also introduced secondary photography to add a pace change, which would be used for fit guides. Here I have kept the background clean white, however I have brought the wood effect into the floor, combining both styles of photography.

Full body imagery has been used for the fit guide as their “customer really values seeing the product on the body” it is also a chance to give “inspiration and outfit ideas”

AutographPhotography

Wooden crates to be used at high level in store

Wooden plinth props to be used in both photography and flown

into window displays to hold mannequins

The shoot should have personality, relaxed softposes will add a moreelegant less edgy look.

Giving a welcoming vibeto the customer.

Main background colour5405 solid coated

Mottled effect to create...

With the hierarchy in mind I have created a logo for each of the messages that needed to be portrayed.

The first is the main logo Autograph, the second being Dream Denim, then in to Newness followed by sub copy and quotes.

This hierarchy of messaging and fonts should help keep all artwork consistent.

I will now explore how all of these elements will look down the line from in store to online...

AutographMessage hierarchy

No Gap | Tummy Smoothing | Bum Enhancing

DREAM DENIM comfort designed from the in side out

collection

NEW shape technology

Great fit and really comfortable.

Contoured waistband gave me no gapping!

customer review

AutographWindow display


collection


in store now

ST

RA

IGH

T-L

EG

BO

OT

LE

G

SL

IM L

EG

Shop the full Dream Denim Collection atautographfashion.com


Contoured waistband gave me no gapping!

customer review


No Gapping



Stretch denim helpedenhance my bum!

customer review


Bum Enhancing



Contoured waistband helped smooth my tummy!

customer review


Tummy Smoothing




customer review


Tummy Smoothing




customer review


Tummy Smoothing




customer review


Tummy Smoothing




customer review


Tummy Smoothing

Vinyl to show fitnext to the mannequin

Plinths with pops of colour using the secondary colour navy

How the oversized tags would look hung on to a mannequin

Wooden floor to tie in the photography

and add warmth

Vinyl to add depth in front of imagery

Rope to add an autumn winter

feel, and to tie in with the theme

Hanging panels

Call to actionvinyl, this could change weekly

Offer / NewnessOver sized tags could be used to communicate the New

Shape Technology, there could be one tag for each feature or one tag for all, complete with customer

quotes, and markings to pin point the feature

These could be used to hang on mannequins or on the front of the garment on the shop floor.

JEANS

$1002FOR

Straight-legTalk about features and benefits of the featured fit.

Boot-legTalk about features and benefits of the featured fit.

Slim-legTalk about features and benefits of the featured fit.


fit guide


DREAM DENIM

collection


Great fit and really comfortable.Contoured waistband helped smooth my tummy!

customer review

NEW shape technologyTummy Smoothing



customer review




customer review


JEANS

$1002FOR

JEANS 2 FOR $100



customer review


Tummy Smoothing



customer review


Tummy Smoothing



customer review


Tummy Smoothing

Straight-legTalk about features and benefits of the featured fit.

Boot-legTalk about features and benefits of the featured fit.

Slim-legTalk about features and benefits of the featured fit.


fit guide


Crates could be filled with product flowing out the sides

Directional at high level so can view from a distance, along with a hero shot creating mood

Large images help frame in the department creating a destination,

these could possibly be light boxes

Shelf strips punching out the offer The background from the imagery flows acrossinto the back panels helping to create a destination area

Fit guide centred within the back panels with each fit underneath on s hooks, along with

features and benefit tags (shape technology)

Shelf strip - offerGondola/fixture end panelA3 picture price pointon floor level above fixtures

Front of store easel, this would be the same wood as the scheme, this could change with each campaign,

or to drive in store offers

Mannequins with oversized tags could be used within the department or along side the easel at the front of store to entice shoppers to go and visit the denim destination. The mannequins

would be styled with accessories (little extras) for those who seek inspiration

Fit guide

AutographIn store scheme


collection

JEANS

$1002FOR



HOME PAGE



collection

$ 1002FO

R

shop the collection now

find your perfect fit

find out more outfit style tips


shop the offer

Home page - I have taken a current home page and shown how it looks with the Dream Denim as the hero campaign for that time, also showing the offer which is key. The hero shot would

drive you to the landing page where denim is then the main destination

Landing page - The hero shot on the home page would direct you to the landing page, the main focus then being denim. Here you can find your perfect fit, shop the offer, find out about the

new shape technology, and even outfit inspiration for styling up your outfit for different occasions.

Find your

perfect fit

AutographOnline


collection

Dreaming of that perfect denim fit?

JEANS

$1002FOR



find out more


shop the offer


collection

Dreaming of that perfect denim fit?

JEANS

$1002FOR



find out more


shop the offer

Email - When clicking on the find out more on the New Shape Technology section, you could have 3 women/customers who have worn and tested each style of denim. Each could pick their favourite and then write a review about the fit and style, you could style each woman up then have a shop Rachel’s look

Email - I think each email should start with a strong message.For example I have asked a question...

“Dreaming of that perfect denim fit?” most woman would say yes in their minds, which encourages you to read on further, taking you to finding out

about new shape technology and the offer.

Meet....RachelI really love these bootleg jeans, they’re really comfortable and keep their shape wash after wash. The contoured waistband also solves my problem of gapping at the back. I have teamed my denim with a bow blouse and statement necklace, creating a great outfit for any occasion.

shop Rachel’s look

AutographEmail

Abbey Clancy one of Matalans in store brands. Inspiration was sent over from Abbey herself along with a CAD of the product. I then had to create a shoot idea that she would like.

Abbey Clancy Inspiration & product

AW14/15

Full Collection

AW14/15

Full Collection

The product

I developed an understanding of what Abbey was looking for, and know she appreciates a lot of direction, so here I have taken each outfit and found a image reference for each. The references give an indication to the model pose along with creating a mood.

References to props and lighting have also been suggested. I went for a grey background as I felt it would look classy and make the product stand out whilst not competing with the background colour.

Abbey Clancy Inspiration

Background to be dark grey (as image) PANTONE 425 C

Images to be shot full colour to show the colour of the product, only the cameos are to be shot black and white.

Subtle back light with vignette effect (as image)

Stool to be used as a prop

Art direction notesArt direction notes

AW14/15

Full Collection

• portrait shot • full length • sat on edge of cube on a diagonal to camera2nd option (if the dress has a slit up the side only) • full length legs crossed arms

folded creating hour glass silhouette.

• portrait shot • full length • side on to camera • party feel • jumping with hair flick

1. 2.

AW14/15

Full Collection


• portrait shot • full length • sat front on to camera • relaxed shoulders • head up

• portrait shot • cropped shot at knee • one shoulder dropped • opposite hand on hip • head tilted

3. 4.

AW14/15

Full Collection

AW14/15

Full Collection


• portrait shot • cropped shot at knee • leaning on backdrop • legs crossed • relaxed arms resting on thigh • head tilt

• portrait shot • full length • sat on stool front to camera • one foot resting on stool other elongated resting on floor

• arms straight centred on stool

5. 6.

AW14/15

Full Collection

AW14/15

Full Collection

AW14/15

Full Collection


• portrait shot • full length • back straight • shoulders back • striding • head looking front on

• portrait shot • full length • hands resting on back of neck playing with hair • elbows outward • head looking towards the camera

7. 8.

AW14/15

Full Collection

AW14/15

Full Collection

Here are the final results of the shoot which I am very pleased with, and more importantly Abbey was to!

These shots have also been to repro to be retouched.

Abbey Clancy Photoshoot

Ovid maximil most as evenis aut alit quiae dolor as verspeliqui temodit aditi

omnimus cienditi cone sit rehendu

Ovid maximil most as evenis aut alit quiae dolor as verspeliqui temodit aditi omnimus cienditi

cone sit rehendu

Full bleed colour imageplus copy

Full bleed colour imageplus copy

Close in of Abbey and the garmentin black and white

Close in of Abbey and the garmentin black and white

A shot to complete the look book show casing the collection signed by Abbey Clancy

Example of possible back page

I N SP I RED BY ABBEY CREATED FOR YOU

I have also looked at a few layouts on how the look book could look, mixing full bleed imagery with inset detailed shots. Furthermore I have also added in tone of voice to give Abbey a chance to talk up her range.

Abbey Clancy Look book

One of Matalans internal brands Falmer. Falmer is aimed at the younger customer, with pretty prints and boho looks. Here are the results of the shoot I developed. I started by looking at their competitors such as Free People and Fat Face this gave me inspiration.

I then pulled a moodboard of inspiration for location photography, lighting, props and hair and makeup.

The shoot has an instagram feel this has been achieved through lighting, this gives a young traveller vibe.

Brands

Love By Julien Macdonald, Julien’s range is aimed at the younger customer with statement prints and glam looks. Here are the results of the shoot. I started by looking at their competitors such as Red Herring and J by Jasper Conran this gave me inspiration.

I then pulled a moodboard of inspiration for location photography, lighting, props and hair and makeup.

To create a glamorous feel I used bright lighting to make the colours pop, and a clean textured white background to make the bright prints stand off. I also introduced angles with steps to give a modern look.

Brands

Rachel Roscoe | Senior Creative

RROSCOE-INTERACTIVE

Documents