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Project 1: "Bad Day? Eat the Oatly Way" Campaign
Email : 1019841@student.sae.edu.au | Instagram: @smolboi.design | LinkedIn: Samuel Bourke
About Samuel Bourke
About Samuel Bourke
Hi! I am Samuel Bourke; an aspiring graphic designer studying my fifth trimester at SAE QANTM.
As a designer, I love experimenting with different styles of artistry, layout, typography and adapting myself to something unique. Pieces that have themes of surrealism really interest me aswell, as they always have a deeper meaning inspired by certain contexts from the artist themselves. Some artists that inspire me include Moonassi & Shaun Tan.
My key skills are:
Illustration Development
Logo Design & Branding
Collateral Development
User Experience & User Interface Design
Adobe Creative Suite
Project 1: "Bad Day? Eat the Oatly Way" Advertisement Campaign
Project 1: "Bad Day? Eat the Oatly Way" Advertisement Campaign
Project 1 Deliverables
Project 1 Deliverables
Campaign Screenshot
Campaign Screenshot
DGD230_Project1_OatlyWay_CampaignScreenshot.pdfMedia Plan
Media Plan
A3 Print Posters
A3 Print Posters
Print Poster Mock-Ups
Print Poster Mock-Ups
Creative Media Mock-Ups
Creative Media Mock-Ups
Project 1 Overview
Project 1 Overview
Campaign Objective
Campaign Objective
To increase the presence of their brand in Australia. They are known for their oat milk products but lesser known in the ice-cream section. The goal is to develop an advertising campaign to promote this new product to a specific audience.
Single Minded Proposition:
Single Minded Proposition:
Ice cream for a post-milk generation.
Deliverables
Deliverables
Campaign Snapshot
Media plan
x2 print advertisements (A3 size)
x2 mockups of the print advertisements (e.g. magazine, bus shelter ad, etc)
x2 creative media mockups of ad (e.g. billboard, outdoor, stickers, wobblers, standees or a promotional advertisement that uses a different layout to your A3 print ad.)
Target Audience
Persona DevelopmentTarget Audience
The target audience that I'm aiming my campaign for is towards young adults aged between 17-30 year olds. This group of people would be more of the audience that is finding their independence starting adult life, whether its working or doing uni studies. Targeting to them in particular would be beneficial and would be in line with the brand Oatly speak to themselves as, having a witty and tongue-in-cheek style.
Oatly Research & Documentation
Oatly Research & Documentation
Oatly is a pioneer delivering sustainable products that have minimal environment impact
Oatly's overall brand aesthetic is very simple, with using black, white and usually one or two colours only for the products being shown
Oatly strives to be transparent in whatever they do.
Oatly Brand Goals
Oatly Brand Goals
Our goal is to always deliver products that have maximum nutritional value and minimal environmental impact.
We promise to be a good company, which means that our drive to help people upgrade their lives always comes before the reckless pursuit of profit.
We strive to produce the most sustainable, responsible products on the market and are continually looking for better ways to make our products even better. Got some ideas? Send them here.
We hope to make the food industry a more honest place by declaring that we will be totally transparent in everything we do.
DGD230_Project1_GanttChart.pdfProject 1 Gantt Chart
Project 1 Gantt Chart
This is a Gantt Chart that I created to track my progress of my workflow throughout the duration of project 1.
I will refer to this whenever each week passes to see what to start on and when.
Media Plan Development
Media Plan Development
This is the media plan that I've created for my Oatly campaign. I planned to have a variety of advertisements going out promoting this campaign in particular, examples of which are listed in the "types of media" section of the sheet.
I want alot of engagement to primarily come from social media interaction in context to my target audience. The ability to promote this campaign via these platforms would engage this audience to go out and see what Oatly is all about.
Campaign Ideation & Development
Campaign Ideation & Development
dgd230_week3_concepts.pdfCampaign Ideas
Campaign Ideas
These are the concept slides that I presented during Week 3's gallery walk. More detailed pics of the concepts are featured below:
Concept 1
Concept 1
Sketches for Poster Concepts
Sketches for Poster Concepts
For all my concepts, I wanted to be sure to capture the brand essence of Oatly's wit that comes across some of their normal ads displayed, with very direct language to engage audiences to their products.
Concept 2
Concept 2
Concept 3
Concept 3
Concept 4
Concept 4
Concept 2 Moodboard
Concept 2 Moodboard
I am mainly thinking of going through with my Concept 2 for the project mainly due to everyone's appeal to the idea. Here is the moodboard I created for it. I mostly want to emphasize how Oatly can be a product to "comfort you" on bad days. Atypical to normal ice cream ads, this puts more of a realistic yet comical spin to ice cream as a product, describing its use to a person that may be a stress reliever to some.
The bottom right image is a possible style that I could incorporate within this concept to stray away from the idea being too realistic and to be more comical about it, aswell as it fitting with the illustrative style of Oatly branding.
Poster Development
Poster Development
Starting on second A3 poster
Starting on second A3 poster
Second Poster Idea
Second Poster Idea
My second poster idea primarily focuses on the stress of a typical student that are doing extracurricular studies outside from high school in their adult life. Commonly, we can picture ourselves in a situation stressing over turning in documents or studying for exams in a given time span, with us trying to get every little detail of a certain topic into our brain.
That's where Oatly comes in. Since I'm promoting Oatly as a comfort food, using a situation like this would portray Oatly as a product that the audience would need to keep a less stressful lifestyle. Having this ice cream, in essence, would make things okay and would help you with combating everyday life tasks that are needed to be done in adulting life.
Reference photos taken
Reference photos taken
Illustration Process
Illustration Process
Draft of the objects to be sketched out
Base outline of the character and objects
Added in colour, shading and practiced with background. Expression change.
First iterations of posters
First iterations of posters
These are the first few versions of completed posters that I have made for my campaign.
As seen, I've adapted lino printing techniques mostly concerning strokes and shapes in certain places of the character, such as the hair to create texture and the leg strokes phasing within the bathtub.
Second iteration of posters
Second iteration of posters
I experimented with gradients for the background to see if they'd fit in for the style of these posters
I adjusted the bottom bits of the poster.
Need to adjust the the text for the second poster to be in line with the illustration (alongside finishing it off)
Third iteration of posters
Third iteration of posters
Final adjustments to poster before Week 6's class
Adjusted gradients to fit better to posters
Added vanilla flower and strawberries to surround the tubs of the first and second posters respectfully
Changed text on the second poster
Little adjustments and tweaks to illustrations and posters overall.
Finalised A3 Posters
Finalised A3 Posters
Illustrations used
Illustrations used
Typographic Development
Typographic Development
Taglines: Bubblegum
Taglines: Bubblegum
Oatly usually incorporates a bubble font that can be seen on multiple tubs and cartons of Oatly. The phrases "The original" Oatly and "Wow no cow!" can be seen using this type of font.
Since I am incorporating the Oatly brand for this, I used a bubble font that is very similar to the one used for Oatly named Bubblegum.
I shall be using it for taglines and headings similarly to the Oatly brand itself.
Oatly example reference:
Oatly example reference:
Subtext: Another Typewriter
Subtext: Another Typewriter
Oatly incorporates a typewriter font in cases of there being "normal text" being under a header or title of a certain document.
On packaging itself this typewriter font can be seen on Oatly tubs how it states how much mL (473mL) is in the tub, how it is a "non-dairy frozen dessert" and how it has has "No milk. No soy. No... eh... whatever".
Similar to the brand, I'll be using a typewriter font for the subtext on my posters. Specifically I'll be using the "Another typewriter" font which similarly resembles Oatly's typewriter font
Oatly example reference:
Oatly example reference:
Mock Up Developement
Creative & PrintMock Up Developement
Photos taken for mockups
Photos taken for mockups
These are some photos of some touchpoints that I've taken around the city. Because it was recommended to us to take photos of locations to use for our mock-ups, I'm attempting to create most of my mock-ups using 100% the photos that I have taken, with using a template to test my skills out. Hopefully this will also give off the idea that this campaign shall be placed within environments that look like they belong in Australia.
Creative Media Mockups
Creative Media Mockups
Concept 1
"Fall In Love with Oatly" Mural
Concept 1
"Fall In Love with Oatly" Mural
This second concept is a mural illustration created to advertise and subtly direct people as to where they can purchase Oatly via the placement of the murals around or near grocery stores.
Additionally, it can be used as a photo opportunity aswell, with possibly benefits or discounts that could be made to people that put takes a photo of themselves in front of the mural using the hashtage "#theoatlyway".
Concept 2
Oatly Augmented Reality Bathtub
Concept 2
Oatly Augmented Reality Bathtub
This third concept focuses on the use of Augmented Reality advertising. The display itself is a replica of the bathtub used for the first poster.
However, using an app with a camera feature, such as Instagram or Snapchat, they can find an Oatly filter to use to bring the tub to life and enables the structure to be more interactive and makes use of social media features.
Once scanned and taken a photo of, they can get a once per week 10% discount off of a purchase Oatly Ice Cream tub to be purchased from any store.
Project 2: "Amazing Spider-buds" Social Media Campaign
Project 2: "Amazing Spider-buds" Social Media Campaign
Project 2 Deliverables
Project 2 Deliverables
1. Instagram Logos
1. Instagram Logos
Visual
Visual
Colour Logo
Black Logo
White Logo
Typographic
Typographic
Colour Logo
B&W Logo
DGD230_Project2_Post9_Motion.mp4
DGD230_Project2_Post3_Motion.mp4DGD230_Project2_Post11_V1_1.mp4
DGD230_Project2_Post5_V2_Final.mp4
DGD230_Project2_Post7_V3.mp4
3. Social Media Calenders
3. Social Media Calenders
DGD230_Project2_SocialMediaCalender_Visual_V1.pdfVisual
Visual
Amazing Spider-buds Social Media Calender - Sheet1.pdfSpreadsheet
Spreadsheet
4. Campaign Screenshot
4. Campaign Screenshot
DGD230_Project2_CampaignScreenshot_V2.pdfProject 2 Overview
Project 2 Overview
Design Brief
Design Brief
Deliverables
Deliverables
Min. 12 created posts to your instagram account (account can include other curated content but 12 must be created ones)
x4 short 5 seconds motion graphics posted to your IG account
Social Media Plan/Calendar
All to be submitted to class Google Drives by Week 13.
Goal
Goal
To create and maintain a cohesive personality and online presence whilst promoting a service/event through a social media campaign.
You will choose a well known fictional character from the list below, and create a live social media profile as them. You must promote a service or event associated with them as your campaign.
You will create a real Instagram account for this project, and role play your chosen character through copy and narrative, via posts and interactions with your audience (peers). You must follow all your peers' characters, and are required to engage with each other’s posts in character throughout the remainder of the trimester.
Considerations
Considerations
This is a social media campaigning project, therefore it is vital to consider the identity you are creating on instagram, from the aesthetic to the tone of voice for all copy narrative on the account.
What social media strategies can be utilised in the promotion of a brand?
For the visual identity, put yourself in your character's shoes and design an aesthetic that fits them and the business.
Your character is promoting a service/an event, and so your account is not the personal account of your character, but a business one.
You can consider any image making techniques.
You may use royalty free images.
You cannot use images of the character that you find online, eg. an image of Cinderella from Disney. You can illustrate in the Disney style.
You may use published quotes.
What is
Amazing Spiderbuds?
What is
Amazing Spiderbuds?
Amazing Spider-buds is an Instagram account that showcases a botanical pop-up sop around the cirt line of Brooklyn, New York.
It is run by Spiderman (Peter Parker) who advocates that "With great flowers, come great responsibility". The business values teaching people the ways of plant care & how to maintaina good eco-friendly lifestyle.
Brainstorming
Brainstorming
I decided / pulled randomly three papers that read: Spiderman, Hair Salon & Gardening Expo. I decided to go for with gardening expo as it seemed to fit with Spiderman more than a hair salon. Here are some main points from brainstorming
To promote healthy habits of plant care and to raise awareness to the importance of them to environments.
"With great flowers, come great responsibility".
Miles Morales or Peter Parker? (or maybe even another Spiderman overall?).
The Sunflower Expo is a viable option for a name as it references the Post Malone song feature in the movie "Into The Spiderverse".
If we going with Peter Parker, he is more cheeky and playful with his language, whilst being heroic. If we're going with Miles, he's more cool and down-to-earth with his language.
Research & Planning
Research & Planning
Instagram Feed Research
Instagram Feed Research
Plants Shop GR
Plants Shop GR
STACKWOOD
STACKWOOD
Brooklyn Plantology
Brooklyn Plantology
I used multiple plant accounts found on Instagram as inspiration for what I was planning for my Spiderbuds account. I've taken note that multiple accounts aren't neccessarily "set" in their posting strategy, but rather they post whenever they can without thinking much about the design. I did take note, however, how the plant photos aren't always seperate, and that there are plant posts with people, hands and even pets. Moreover, there are multiple text-over-image posts on their feeds aswell, which would be good to include in my created account.
Target Audience
Personas that would benefit from the Instagram accountTarget Audience
To increase brand awareness of Amazing Spider-buds, the Instagram page is dedicated more so to young adults and young millennials (18-30 years). Specifically it is targeted to plant lovers and people looking to get into gardening.
Overall Campaign Goal
Overall Campaign Goal
The goal for Amazing Spider-buds is to teach all people about good plant care & how to live an eco-friendly lifestyle.
Content Strategy
Content Strategy
I plan to schedule my posts to be four posts/week; posting on Monday, Wednesday, Friday & Saturday. I shall consistently post to my stories and include business posts that engages the attention of the audience viewing the account.
Logo Development
Logo Development
Iterations of First Logo
Using Illustrator I made a iterations of my Spiderbuds LogoIterations of First Logo
Recreating the Spiderbuds Logo
Recreating the Spiderbuds Logo
I decided to rework my original logo that I decided on because I wasn't happy with the pure-red aesthetic I was going with. Additionally the logo itself didn't scream Spiderman as much as I hoped it would. Therefore, I decided to rework the logo itself. Instead of putting a spider in a flower icon, I decided to make the spider the flower itself.
Iterations of Second Logo
Using Illustrator I made a iterations of my reworked logoIterations of Second Logo
Final Logo
Final Logo
Through multiple iterations, I tried to make a logo stood out in shape and silhouette as a spider, whilst using the iconic symbol of Spiderman.
For additional detail, I put a web in the flower to make a further connection to the spider and Spiderman.
Highlight Icons (Version 2)
Icons that shall be used for the cover of my highlightsHighlight Icons (Version 2)
I decided to create highlight icons in the same style of my logo's aesthetic. These highlights will focus on the topics listed below and I shall be consistently posting stories consisting of these topics.
Plants
Collabs
Business Info
Tips & Tricks
Special Posts
Typography
Typography
Gotham Narrow Black
Titles Gotham Narrow Black
Bako Sapi
Subheadings & QuotesBako Sapi
Josefin Sans
Body TextJosefin Sans
Post Development
Post Development
Business Posts
Business Posts
Product Line Up
Collaboration Post
Instagram Giveaway
Customer Review
Charity Post
These posts mainly focused on the business side of my account, which includes posts of collaboration, plant line ups for the month, giveaways and customer reviews! Each business post is actually evenly numbered considering when it was posted, which was intentional. Having these posts have a darker background exudes professionalism, and with other posts they have a light background colour, and are mostly more creative and oriented to lifestyle.
Lifestyle Posts
Lifestyle Posts
DGD230_Project2_Post3_Motion.mp4Bonsai Focus Post
DGD230_Project2_Post11_V1_1.mp4Lillies Focus Post
Post about abilities that plants hold
DGD230_Project2_Post7_V3.mp4Succulents Focus Post
These are the lifestyle posts that I made, would include posts that focuses on different plants, to informational posts about plants. Some of these posts have motion within them which were made by me in After Effects. I wanted to animate it keeping in mind the comic book style of the Instagram account that I took inspiration from.
Creative & Special Posts
Creative & Special Posts
Opening Day Post
DGD230_Project2_Post5_V2_Final.mp4Spiderman Birthday Post
DGD230_Project2_Post9_Motion.mp4How to repot a Spider-bud
These posts mainly focus on how they are not solely business or lifestyle, but moreso posts that an audience can use for their satisfaction and advantage, include deals from special events, and step-by-steps of how to do something. Most of these posts are illustrated or have been incorporated using multiple mediums ranging from all over the whole Adobe Creative Suite.
Stories & Highlights
Stories & Highlights
I also attempted to engage my audience using Instagram stories and the features that come along with it overall. I reposted, gave tips, did giveaways, asked audience opinions and much more! These stories can be viewed in the highlights bar of my Instagram account!
Final Projects Reflection
A reflection of all of my DGD230 work within this trimesterFinal Projects Reflection
21T2 DGD330 Final Presentation Samuel Bourke.pdfPrevious Work
Previous design works I have done throughout my course of SAE Creative Institute Perth.Previous Work
Motion Graphics Illustration
Motion Graphics Illustration
PlanetOfTheMates_SamuelBourke_FINAL_NOSPIN.mp4
Kingston the Koala
Kingston the Koala
Echo the Echidna
Echo the Echidna
Quick the Quokka
Quick the Quokka
Lizzie the Lizard
Lizzie the Lizard
Brea the Black Swan
Brea the Black Swan
Magazine Spreads
Magazine Spreads
dgd210_magazine_spread_v10.pdf
Posters
Posters
DDX172_project_2_A3 poster_2.pdfddx_172_project_4_poster.pdf
Style Guide Development
Style Guide Development
ddx180_project1_styleguide.pdfUser Design & Documentation
User Design & Documentation
ddx173_project1.pdfUI & App Design
UI & App Design
Mock Ups & Business Cards
Mock Ups & Business Cards
Concept Designs
Concept Designs
Get in Touch!
Get in Touch!
If you need a design project done, I am able to offer my services. Please contact me via these ways, otherwise I can get back to you via messages on other contacts that I can provide!
@smolboi.design
Samuel-Bourke-627669216
https://smolboidesign.wixsite.com/home
smolboi.design@gmail.com
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