Holly Hopkins

Studio 3

Projects

Project 1: Oatly branding campaign

Project 2: Social media campaign

About me!

Holly Hopkins

Hello! My name is Holly Hopkins. I’m a graphic designer and artist who loves trying new creative styles. I've known I wanted to do something that lets me express myself creatively ever since I was a child. My style tends to be minimalistic, clean, bright and fun but I'm always up for trying something new! I am currently in the fith trimester of my Bachelor of Design.

My key skills are:

Logo design
Event collateral design
Brand design
Adobe Illustrator
Adobe Photoshop
Adobe Indesign

Contact me:

Email: hollyannehopkins@gmail.com | Portfolio: https://hollyannehopkinsportfolio.weebly.com/ | Discord: Holly Hopkins#4025

Project 1 - Branding Campaign

Branding Campaign

The end goal for this project was to create an advertising campaign for one of the brands from the 3 briefs we were given. I decided to do the Oatly brief as it sounded the most interesting and I felt more connected to this brand of the bat than the other brands and was interested in learning more about them. For this project we needed to deliver two A3 sized print ads, two mockups of print ads in-situation, a Media plan, 2 creative media extensions of ad and a Campaign Snapshot

Posters:

Advertising mockups:

Campaign snapshot:

Planning and process:

Brand research:

I started my research on Oatly by having a good look through the Oatly website. The website gave me a good idea of their brand personality and the type of imagery and language they used. It also gave me a good idea of their story and aims as well as their different products.

Next, I took a look through some of their social media. I looked at their Twitter, Instagram and Facebook. The imagery and language in their social media posts, match that of their website. Everything is kept very casual, fun and very down to earth. They also tended to stick to their pastel and minimal colour palette.

I also looked through some of their social media. I looked at their Twitter, Instagram and Facebook. The imagery and language in their social media posts, match that of their website. Everything is kept very casual, fun and very down to earth. They also tended to stick to their pastel and minimal colour palette.

Lastly, I had a look at some of their previous advertising. Based on my research their physical ads tend to be humorous and smart. The ads below show off their brand langue and personality. The advertisements are very humorous, casual and show they aren't afraid to make fun of themselves. These advertisements are all very common advertising media. bus stops, benches, murals.

Exploring Oatly's personality:

Brand personality:

Tounge-in-cheek
Honest
Bold
Casual
Smart
Down to earth
Easy going
Fun
Teasing
Cheeky

Word bank:

Good
Oats
Creamy
Awesome
Plant-based
Honest
Sustainable
Awesome
Wow
Fun
Success

Brand dictionary:

Get to know us better.
Hey, oat fans!
Let's chat!
Let's get to know each other.
Good vibes.
Try something different.
Time for something new.
Love oats?
Oat lovers.
What can Oatly do for you?
We're here to help.

Ideation and scamping:

I scamped out many random ideas for my campaign and then began refining them further. After choosing my 5 favourite scamps I moved into drawing poster mockups for my 5 ideas.

My five ideas:

1. Combining Australian slang and oat puns. A straightforward way to attract an Australian audience while staying true to Oatly’s casual and tongue-in-cheek personality. As Well as immediately notifying the audience of the use of oat milk rather than traditional dairy.

2. Cows trying to steal/get a hold of Oatly ice cream through humorous and dramatized means. Ice cream so good everyone wants some. Even cows.

3. Encourages people to ditch dairy like a bad ex and try something new using humorous imagery. Plays on the idea of ice cream being the classic break up food.

4. Funky visuals together with facts about Oatly and their beliefs and the benefits of oat milk in order to showcase why oat milk is a better alternative than regular dairy.

5. Clearly and cleanly presents facts about why oat milk is better for the environment than regular dairy to appeal to those who are environmentally conscious.

Idea 1:

Idea 2:

Idea 3:

Idea 4:

Idea 5:

Asset creation:

I created a range of possible assets for my campaign. I drew the tubs of 3 of the Oatly ice cream flavours. Vanilla, chocolate, and strawberry. Based on the feedback from Angela about playing with the idea of big romantic gestures. I also drew a bouquet of roses, a heart-shaped box of chocolates and a teddy bear that holds the strawberry tub of ice cream. I used the brush "Kyle's Ultimate Pastel Palooza" so my illustrations had a very hand-drawn style.

Campaign idea development:

Idea 1: For my first attempt I knew the heading I wanted "Break up with dairy" but had no idea what to do for visuals. I decided to just draw shapes and lines around the ice cream tub because I thought it looked fun and cool. I then decided to play around with romantic imagery, presenting the Oatly tub as a romantic and thoughtful partner to show it's better than your typical dairy ice cream. I used photos of roses and rose petals for this one but if I was to explore it further I would draw them instead. My second idea was to use break up texts where the person is leaving dairy for Oatly. I did it in a minimalistic illustration style as is my regular illustration style. I used lots of clear shapes like Oatly tends to use in their designs and illustrations.

Idea 2: For idea 2, I did three different versions as this is the one I felt the strongest towards. It's a simple idea but after researching Oatly and their previous ads they do have a very minimalistic style, tending to focus more on text than illustration. My idea is to use words that describe desirable traits in a romantic partner with some words having a double meaning of a trait of ice cream such as cool, sweet and great taste. I could possibly develop this Idea further by personifying the ice cream tubs.

Idea 3:

I then developed 3 different designs that coupled the ice cream tubs with the romantic objects. I decided to ditch the "Ditch dairy heading" as I struggled to find imagery that matched the heading. Instead, I tried to find something that better fit the more romantic idea I was now going for with my imagery. I settled "For Ice cream that won't upset" as a play on the idea of a romantic partner who won't upset and the idea that oat milk doesn't upset many peoples stomaches as dairy does. This let me keep my old subheading of "Let Oatly treat you better". I also added a short block of text talking more about the product and the phrase "Lots of love, Oatly" to the end.

Project 2 - Social Media Campaigning

Social Media Campaigning

The end goal for this project was to create and maintain a cohesive personality and online presence, Roleplaying as a fictional character whilst promoting a service or event through a social media, Instagram, campaign. For this project, I created an account acting as Cinderella running a farmers market stall. The deliverables for this project were a campaign Snapshot, social media plan/calendar, 12 posts (min) on your Instagram account including x4 short 5 seconds motion graphics.

Logo, story icons and account:

Instagram posts:

video_0_ddec5d7fe5aa428283adeb1e7b8f7a19.MP4

Pumpkin soup.mp4

New motion graphic 1.mp4

welcome little one!.mp4

Final motion.mp4

Social media plan/calendar:

Campaign snapshot:

Planning and process:

Character and event exploration:

The character I received was Cinderella, the service was farmers market and the event was a car wash. I looked into some key traits and iconic imagery associated with cinderella, as well as listing anything that farmers market and car wash. I liked the combination of Cinderella and farmers market the best. I think it will be cute if I focus on her having a regular stall at a local famers market that sells pumpkins and some pumpkin-based treats since the pumpkin carriage in Cinderella is an iconic part of the movie. The car wash would also work as part of Cinderellas character was that she was forced to clean and act as a maid for the stepmother and stepsisters but I just think it would be quite boring and gives me fewer ideas for possible posts.

Mood-board:

After deciding on the Cinderella and farmers market combination I created a mood board. I included pumpkins as that will be the stalls main seller, some farmers market stalls that give off the same look I picture hers as and some pumpkin baked goods as well as bake goods stalls at farmers market as I picture her also selling some pumpkins based treats at her stall as well as regular pumpkins.

Word bank and name brainstorming:

I created a word bank for Cinderella that could be used to help me create an account name, boi, posts, hashtags etc. The word bank is made up of words that are associated with Cinderella.

After creating my word bank I began brainstorming names. Since the stall is a pumpkin stall I knew I wanted to have pumpkin in the name. I settled on the name 'Wish upon a pumpkin'. 'Wish' from the quote from Cinderella "A dream is a wish your heart makes" as well as Cinderellas wish to go to the ball. 'Pumpkin' because of Cinderellas pumpkin carriage and since that's what the farmers market stall sells.

Brand icon:

Inspiration board:

Because my stall was all about pumpkins I knew that the main aspect of my icon needed to be a pumpkin. In order to make it more identifiable as Cinderella as well I decided I wanted to add a crown or tiara in place of the pumpkin stem.

Ideation:

After I had an idea I liked I began sketching multiple options of crowns and pumpkin shapes. I found the thinner crowns looked most like a pumpkin stem and the twirly vine help present it also the pumpkin stem so that is the design I decided to focus on heading into Illustator.

Illustrator:

I then moved on to digitalising my design in Illustrator. I mainly focused on the design with the tall crown playing around with different crown sizes and pumpkin sizes. I did do one design with a different kind of tiara than I had sketched but I was still leaning more towards the wider pumpkin with the tall crown. Colour-wise I chose bright orange for the pumpkins and bright green for the stem and vine, as per the traditional colours of a pumpkin. For my background colour, I selected a light blue that reminds me of cinderellas dress.

Design 1: Tall crown

Design 2: Regular tiara

Design 3: leaf tiara

Final logo design:

I think going with design 2, the regular tiara, was the best choice as it most closely resembles Cinderellas tiara than the other designs and the middle part with the diamond acts as the stem, while the curly band represents the vines that grow off pumpkins. I also think the tiara sits on the pumpkin very nicely in this design. Overall I feel like my brand icon design really captures both my character and my business.

Final reflection:

DGD230 STUDIO 3 Final reflection - Holly Hopkins

Aus - Dubai project

Wacom "Make your wishes come true" advertising poster.

A MAN WOKE UP IN THE CENTRE MEDIAN OF A BUSY HIGHWAY UNABLE TO REMEMBER HOW HE GOT THERE. HE WAS HOLDING AN AUTHENTIC EIGHTEENTH-CENTURY SPANISH SWORD IN ONE HAND AND AN EMPTY BOTTLE OF FABRIC SOFTENER IN THE OTHER.

Situating himself at the side of the road, the fabric softer shakes and out emerges a genie who allows the man to wish for a magic carpet to ride away on.

For his second wish, hungry the man wishes for some chicken to consume only to be presented with a living one.

He asks the genie for one last thing, true love, only for his frustration to fade away into surprise upon the beauty of the young woman, causing him to drop his sword at the edge of her feet, injuring her.

DAZED, HE PICKED UP THE CHICKEN, APOLOGISED TO THE YOUNG WOMAN AND RODE AWAY.

Check out more of my work!

Logos:

Event posters:

Business cards and letter heads:

All my work can be view at my online portfolio https://hollyannehopkinsportfolio.weebly.com/

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