ROLE Brand Strategy / Art Direction / Design Direction / Design
BACKGROUND my John Lewis should provide its members with a privileged insight into all things John Lewis. Membership unlocks exclusive content, from behind the scenes photoshoots and videos to discount events and promotions. Everything about the tone of voice and graphic language needed to allude to this feeling of being closer to the brand and being shown a more intimate view – a view that others don’t see.
TASK The membership insight was defined and crafted in close collaboration with the client. I then began work on bringing that insight to life through colour, imagery and form. Elements of the iconic John Lewis brand obviously had to be retained but were repurposed in such a way that the membership aesthetic stood apart.