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Transcript of Louie Zeegen Portfolio 2014
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Louie Zeegencopywriter / writer
+44 (0) 7769 225296
Portfolio
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Louie Zeegen
Portfolio
Contents
Copywriter
Elmwood / Branding and design agency:
Make Mine a Builders / Tea company
Turnbull Ripley / Design agency:
Venquis / Recruitment company
Music / Design agency:
Canterbury of New Zealand / Rugby clothing company
Exchange Quay / Business park
The Big Do / The Christie Hospitals charity eventWicksteed Park / Amusement park
Writer
People of Print / Online blog / selected posts:
Jack Bailey / Blog post / 13/05/2014
2014 Sony World Photography Awards / Blog post / 08/05/2014
Craig Oldham / Blog post / 18/04/2014
Computer Arts Magazine:
Nag and Persist, its the Only Way / Opinion piece
April 2013
Its Nice That / Online blog:
Proteins Olympic Themed Show / Blog post / 06/08/2012
Perfect Photos of Ping-pong Players / Blog post / 03/08/2012
Touching Tribute From Martin Usborne / Blog post / 02/08/2012
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Project objectives
- To develop packaging copy for a limited edition Brazil World Cup 2014 box for their tea
- To get across the core brand values of Make Mine a Builders, what sets them apart from other tea companies
- How the new packaging is related to the older packaging. The new box must be new and exciting but instantly recognisable
as Make Mine a Builders
What needs to be created/what are the deliverables?
- Copy for 5 sides of the new limited edition Brazil World Cup 2014 box for tea
Who is the communication aimed at?
- Exisiting consumers of Make Mine a Builders tea
- Any potential customers who may be draw towards World Cup edition packaging
Message
- Make Mine a Builders is supporting the World Cup
- Make Mine a Builders has a tongue-in-cheek, comic tone of voice that is playful but also aware of current events
Louie Zeegen
Portfolio / copywriter
Elmwood / Branding and design agency
Make Mine a Builders / tea company
Brief for Make Mine a Builders
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Louie Zeegen
Portfolio / copywriter
Elmwood / Branding and design agency
Make Mine a Builders / Tea company
Limited edition World Cup 2014 pack
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Project objectives
- To develop a slogan or ethos that could work both customer facing and internally at Venquis recruitment.
- To get across the core brand values of Venquis, what sets them apart from all other recruitment agencies.
- How that slogan can interact with the brand name and sit with the existing website.
What needs to be created/what are the deliverables?
- A tagline that embodies everything Venquis are about. For internal dialogues and external facing materials
Who is the communication aimed at?
- Exisiting employees of Venquis
- Any potential clients or customers who may approach Venquis
Message
- Unique and forward thinking recruiters
- Relatively new-kids-on-the-block in the world of recruitment so something inspirational, a go getting tone of voice
Louie Zeegen
Portfolio / copywriter
Turnbull Ripley / Design agency
Venquis / Recruitment company
Brief for Venquis
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Louie Zeegen
Portfolio / copywriter
Turnbull Ripley / Design agency
Venquis / Recruitment company
Brochure
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Louie Zeegen
Portfolio / copywriter
Turnbull Ripley / Design agency
Venquis / Recruitment company
Brand ethos and message
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Project objectives
- To create a multi-channel campaign that resonates directly with the passionate rugby audience
- A creative approach that focusses on the inclusive team nature of the game - story of a team and community
- Subtly portray the parallels between the actions on the rugby pitch and those in everyday life connecting with the core consumers
who have an understanding for the game and its values
- Concept to be authentic and establishes credibility for the Canterbury sports casual product pillar
- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby (not just on the eld).
What needs to be created/what are the deliverables?
- Effectively create the REPUBLIC OF RUGBY lifestyle through a combination of still and moving imagery
- Consider how the brand will activate this campaign in order to engage with consumers across a number of channels whilst
communicating a consistent and compelling brand message
Who is the communication aimed at?
- Focus is on EOB1 (Rugby fanatic) and HOB3 (Retired Player)
- This consumer combines sportswear with lifestyle clothing
Message
- Authentic casual rugby brand
- Inclusive, fun, yet aspirational
- Buying into a lifestyle not just a brand - aspirational
- Highly relatable environment for our target market
Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Brief for SS14: Sports Casual
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Initial idea
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CANTERBURY OF NEW ZEALANDSS14 SPORTS CASUAL
FILM STORYBOARD:
Leave No Man Behind
Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Storyboard
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Storyboard
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Portrait advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Portrait advertisement
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Project objectives
- Create a multi-channel campaign that resonates with the passionate rugby audience
- Demonstrate the fabric technologies within the collection in relevant training scenarios (this is a product range that covers all weather, all conditions, all year round)
- To portray a masculine, strong and high quality message through imagery.
- Campaign that resonates with both past and present rugby players.
- Imagery that highlights the dual-use functionality of garments within the range.
- Outlining the cross-merchandising potential with Mercury TCR Control.
- Concept to be authentic and establishes credibility for the Canterbury sports training product pillar.
- REAL locations, environments, models credible and believable
- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby.
What needs to be created/what are the deliverables?
- Key focus = technicality, quality & functionality
- Four key areas, with differentiation in technology and different needs (may cross over):
o Gym simple, lightweight, multi-purpose
o Run adaptable,
o Contact durable, function, purpose, hardwearing
o Cover Up relaxed style, warmth, water protection
- Feature professional athlete?
- Tone of voice = direct, condent, hard-wearing, functional, t for purpose
- Consider how the brand will activate this campaign to engage with consumers across a number of channels whilst communicating a consistent and compelling brand message
- Produce the key campaign deliverables (A) and sell-in pack / toolkit (B) to be utilized to sell in the range at our Global Product Launch
Who is the communication aimed at? - Competitive Player (HOB1) currently training & playing regularly
- Retired Player (HOB3) used to play, now
Message
- Technical (but without being overtly technical needs to feel real)
- Quality
- Functional
- Credible, believable real (models, locations)
- Hardwearing
- Educational
Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Brief for AW14: Training
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Landscape advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Portrait advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Canterbury of New Zealand / Rugby clothing company
Portrait advertisement
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Project objectives
- To reinvigorate Exchange Quay as one of Manchesters premium ofce spaces
- To highlight the 10 million investment and modernisation of the area
- To portray the overlooked plus points of Exchange Quay, including:
o Price per sq ft will be very competitive
o Accessible via tram, train and road
o Flexible offer for all sizes of business o Good on site parking facilities with good ratios
o The morale of the people who work there
What needs to be created/what are the deliverables?
- To create a new strap line and tone of voice
- To create a new logo
- These will all lead to on site branding, brochures, web and advertising
Who is the communication aimed at?
- New potential tenants of the business park
Message
- Exchange Quay is a exible with space
- Its easily accessible via all modes of transport
- It can compete with Salford, Media City and London in terms of price and communications
Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Brief for Exchange Quay
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Print advertisement sequence
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Print advertisement sequence
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Print advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Print advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Website
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Website
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Print advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Exchange Quay / Business park
Print advertisement
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Project objectives
- Christies Month currently exists as an intensive fundraising month where The Christie encourages fundraisers to organise events and
activities to raise money for The Charity. This has grown from being a one day event and extended out to give fundraisers more time
and opportunity to organise events and activities
- The Christie feels that this needs rethinking and Music need to consider a big idea to create an event, like Comic Relief or Children
in Need where there is a longer term build up to an intensive fundraising day
- The campaign needs to engage better with supporters, give them some direction when thinking of fundraising ideas (e.g. Comic
Reliefs 4 options for 2013) and thank them for/ showcase their hard work - This campaign needs to evolve and be built on each year
- To raise 80K for The Christie
- To aid a wider objective to raise 250M by 2020
- To engage new fundraisers
What needs to be created/what are the deliverables?
- A new big idea or event where there is a long term build up to an intensive fundraising day
Who is the communication aimed at?
- The Christie is looking to target new supporters and give inspiration to existing supporters. In terms of a key demographic its difcultto pin point as the campaign should appeal to all potential individual supporters (in the same way that Comic Relief/Children in Need
are designed to appeal to a wide audience).
Message
- Fundraise for The Christie
- Your support makes a tangible difference
Brief for The Christie fundraiser
Louie Zeegen
Portfolio / copywriter
Music / Design agency
The Big Do / The Christie Hospitals charity event
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
The Big Do / The Christie Hospitals charity event
Logo
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
The Big Do / The Christie Hospitals charity event
Poster advertisement
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
The Big Do / The Christie Hospitals charity event
Flyer advertisements
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
The Big Do / The Christie Hospitals charity event
Vehicle / t-shirts / poster
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
The Big Do / The Christie Hospitals charity event
The Big Fuck Off Do
As Music were building the brand forThe Christies new annual fundraiser event,
it only felt right that on
November 1st the agency did something to
raise money.
Along with a team, I was integral increating The Big Fuck Off Do and
writing the rules and descriptions for
social media.
It raised 2,296.50 for The Christie.
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Project objectives
- Want to re-invigorate and reposition the Wicksteed Park brand
- Create a distinctive standout, unique persona
- A persona that doesnt alienate the current visitor prole
- A persona that reects the parks 1920s heritage and origins
- That can be adapted and work equally well with the secondary business model - the pavillion, the zip-wire
experience, the thematic adventure play zone
- Regenerate the current core proposition into a vibrant, hollistic and more naturallistic experience - Get Wicksteed Park noticed and even competiting against the UKs other leading amusement parks which
means a c. 50% uplift over the next ve years
What needs to be created/what are the deliverables?
- A new branding that works across many communication platforms
Who is the communication aimed at?
- Potential visitors of the park
- Existing visitors of the park
Message
- That Wicksteed Park leads the way in adventurous, educational and imaginitive play in an outstanding heritage
parkland setting and makes people happy and healthy
Brief for Wicksteed Park
Louie Zeegen
Portfolio / copywriter
Music / Design agency
Wicksteed Park / Amusement park
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Wicksteed Park / Amusement park
Inital idea
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Louie Zeegen
Portfolio / copywriter
Music / Design agency
Wicksteed Park / Amusement park
Poster advertisement
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2014 Sony World Photography Awards
The 2014 Sony World Photography Awards exhibition opened at the
beginning of May at Somerset House. It features the winning and
shortlisted photographers from the incredible 139,000 submissions
for 166 countries across all disciplines.
From ne art to photojournalism to lifestyle, each of the photogra-
phers showcased has some truly breathtaking work on show.
The section that stuck with me was Mary Ellen Marks photos, she
quite rightly has been awarded the Outstanding Contribution to Pho-
tography accolade. Having said that its a beautiful thing that sees
the awarded student photographers situated just across the hall
from such a renowned photographer.
To try to avoid the clich of theres something for everyone is pretty
impossible with a exhibition this expansive and impressive.
Louie Zeegen
Portfolio / writer
People of Print / selected
2014 Sony World Photography Awards / Blog post
08/05/2014
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Craig Oldham / Hand.Written.Letter.Project
Manchester based Craig Oldham has been pretty busy of late. Hes
done the redesign for D&ADs New Blood and launched his own site
with a great soundboard. But the most charming of his work is the
newly republished and updated Hand.Written.Letter.Project.
A percentage of the proceeds from the book go to the National
Literary Trust and it has double the number of entries since the rst
press. These entries are handwritten greetings from the world of
designs top gures including Erik Kessels, of KesselsKramer and
Michael Johnson, of Johnson Banks.
The book also features correspondence from people who just had
something they wanted to share. Craigs project a nice little addition
to the bookshelf.
http://www.handwrittenletterproject.com/http://www.craigoldham.co.uk/
@OfceOfCraig
Louie Zeegen
Portfolio / writer
People of Print / selected
Craig Oldham / Blog post
18/04/2014
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Louie Zeegen
Portfolio / writer
Computer Arts Magazine
Nag and Persist, its the Only Way / Opinion piece
April 2013
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Louie Zeegen
Portfolio / writer
Its Nice That / Online Blog
Proteins Olympic Themed Show / Blog post
06/08/2012
Now you may feel after all the weekends excitement that youre
a bit over the Olympics and the idea of a new show featuring cool
creatives responding to the games may not oat your boat. But
Proteins new show has assembled exactly the right sorts of people and
the results are excellent.
The show features some of Londons most innovative and exciting illus-
trators and designers who were set the task of exploring what
the Olympics mean to them as Londoners and in particular theconcept of Performance (hence the name). The only constraint
was that the only colour palette they were allowed use was that of the
iconic Olympic rings, the rest was up to them.
With a host of great creatives taking part including Oscar Bolton Green,
Tom Edwards, Jack Featherstone and Sophy Hollington
this is an alternative take on a popular theme, an east London
alternative to Central St Martins fabulous FIT show.
Performance runs until August 19 at 18 Hewett Street.
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Last year we had a massive response to Ezra Shaws photographs of
the 14th FINA World Championships essentially close-ups of
professional divers doing their thing. Thankfully with the Olympics
underway theres more to add to the collection; close ups of table tennis
players mid-game. Theres no denying that they provide pretty
hilarious light-hearted relief from Olympic fever and even amateur
ping-pongers will empathise with the competitive concentration etched
on these faces. I cant nd out whoever took these photos
but if youre out there, thank you.
Louie Zeegen
Portfolio / writer
Its Nice That / Online Blog
Proteins Olympic Themed Show / Blog post
06/08/2012
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Louie Zeegen
Portfolio / writer
Its Nice That / Online Blog
Touching Tribute from Martin Usborne / Blog post
02/08/2012
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