ALEXANDRA TRUTWEIN
SHOWCASE 22T2
STUDIO 3 - DDX213
Embedded Files
ABOUT ME
Hello, my name is Ally Trutwein, and I am a student at SAE, studying Graphic Design. I am currently in my fourth trimester (Studio 3) and I am expected to finish in May 2023!
Design is something that is so subjective, and that is why I love it. The possibilities of design are endless, and it is so much fun to create something on your own terms.
I love anything retro, whether that is a cool, chunky font, bright or pastel colour patterns or etched away textures. My favourite design inspirations are Andrey Azizov, Milton Glaser and Paula Scher.
This trimester, we designed two marketing campaigns. One was based off an already established brand, and one was completely our own. I thoroughly enjoyed this trimester, as it was interesting to dive into the campaign and marketing world, and to experience real world scenarios using our own designs.
BRIEF 1
OATLY CAMPAIGN
This brief involved us creating a campaign for Oatly’s new ice cream line. The main idea for the campaign was to increase the presence of their brand in Australia, and to offer an alternative to dairy-based products to a specific target audience.
FINAL DESIGNS
INSPIRATION AND RESEARCH
I started off by researching and comparing Oatly's previous campaigns with other competitors' campaigns. My main findings were that Oatly used a lot of tongue-in-cheek phrases, and simplistic marketing strategies that position the viewer to have a more personal perspective. Other campaigns focused on the bright colours, and imagery of the actual ice cream, breaking down the flavour or situation.
Oatly used a combination of a muted colour palette and fun, quirky graphics to show off their brand, making them a more bold, honest, casual and authentic company.
Oatly's previous milk/ice cream campaigns.
Other ice cream competitors' campaigns.
Word Association:
Brand Personality
USER PERSONA AND MOODBOARD
I knew I wanted to keep Oatly's original colour scheme throughout my work, using light pinks, blues and adding in greens, however I mainly wanted to use the idea of personifying the tubs as if they are human.
SCAMPING
I originally wanted to go with the idea that Oatly products are made from real plants, with no dairy products or elements. When I think of vegan and plant based products, I immediately want to say "going back to basics" so this was the initial idea for the caveman sketches.
Playing on Oatly's cheeky branding and text in their campaigns, I ideated short and to the point copylines that gets the point across as easily as possible. I wanted to talk about how Oatly are helping the environment with their products not being made from dairy, I could do "more flavour, less impact" which I think it powerful. I also tried to do a more honest tagline, that says "Its not healthier, it's just more natural" and this is playing into what they write on their website about the frozen desserts.
FEEDBACK SESSION
I really developed these ideas in depth and wrote pro's and con's about each iteration, however I knew the idea was too basic and although it aligned well with Oatly's previous campaigns, I knew I had to branch out further.
I wanted to incorporate a cheeky copyline with something honest. The main feedback was on the copylines and developing the personified parts better.
As we had to produce two campaign posters, I got some feedback to find the commonality and the most strong link between designs. This was to use the cheeky copyline, and to relate it back to the target audience with potentially a beach/summer background.
Edwin mentioned the copyline "we've got the scoop" and Oatly tubs on the beach reminded him of a scene from Love Island, so I actually used this concept and found cheesy lines people of Love Island have said that could have a double meaning for ice cream.
Below are the main feedback points I received from the class and Angela.
use a drop shadow and change the border colour to white or pink depending on what other colours are in the design or what contrasts the design.
Work on the copy line. In terms of Maslow's Hierarchy of Needs, this campaigns targets family and belonging. You have to make the viewer feel a sense of that.
Think about Australian or more specifically Perth's sunsets and how they make you feel, its the end of the day, they are magical etc.
Declan suggested adding cursive writing to contrast the sans serif font.
Angela mentioned I should work on placement of the oatly tubs, and have them in a third more than just at the bottom, and not having them chopped off by the horizon line.
DIGITALISATION
I ended up changing the border from pink to a light orange like the sky, which worked in my favour because it has a more neutral theme, and it has less contrast in terms of visual hierarchy. I also took my own images of oats, to create what would be the sand for the tubs.
Once I was happy with my first poster, I then developed the second poster in the same style. I had to test out different lighting, skies and palm trees to fit the design, but I finally found the right combination to create the feel of an Australian sunset.
CALL TO ACTION
My call to action for my campaign involves winning tickets for 2 people to fly to a luxury eco resort in Queensland. I chose this call to action because Oatly is all about being environmentally friendly, using plant based products to lower their carbon footprint and to promote change. By scanning the QR Code on my campaign poster, you follow through to a page where you enter your details and a proof of purchase of an Oatly Ice Cream tub (that would hypothetically feature a campaign specific code on the inside of the lid). Once these details are submitted, you go into the running to win 1 of 5 sustainable getaways paid for by Oatly.
MEDIA PLAN
MOCKUPS
BRIEF 2
CREATING A SOCIAL MEDIA CAMPAIGN
The brief required us to step into the mind of a fictional character and develop a live campaign on Instagram, promoting a social event, whist in character. We were to create a minimum of 12 posts, including 4 videos and at least 1 carousel, that interact and engage with other accounts in character.
INSPIRATION AND RESEARCH
We picked names and businesses out of a hat and I was lucky enough to get Cruella De Vil and a dog walking business. I started off my researching Cruella De Vil as a character and her personality traits, fashion, interests and overall characterisation. I based my whole project on the 1961 portrayal of Cruella's character in 101 Dalmations, as this was the movie I was most familiar with and grew up with.
I wanted her brand to emit high fashion from the get go. I started to research magazine covers or photography that features a model and a dog staged in luxurious fashion brands. I also made sure to look at other dog "influencers" on Instagram to see what they create and how they present it in a way that still says high-end.
One thing I found from the very start of this project was that it was difficult to find copyright-free images of what I needed, so I always had the plan that if I couldn't find copyright-free images of the model and the dog, I would just use the dog as the main model.
I looked at features and accessories that would emit the high fashion theme, such as decorative hats and dyed and styled hair.
From my research, I landed with the campaign plan to hold a DOGwalk, instead of the regular catwalk, where dogs can show off their groomed coats, done by Cruella's salon. This campaign would be in collaboration with London Fashion Week, an iconic London event where designers get to show off their talented styles and fashion every year.
TARGET AUDIENCE
I made sure to identify my work bank and target audience, to clearly market a brand for that specific group.
I kept finding myself coming back to the word bank, because all of the words are very similar, but they mean different things, and when it came to creating the business, I found these words handy in creating that personality of Cruella, that I had to channel when typing like her.
IDEATION AND LOGO CREATION
From my initial ideations, I knew I wanted to incorporate the image of a dog early on. Whether it was standing up or sat down, I like the idea of the chin up, signifying wealth and eliteness.
I originally wanted to use the cigarette holder in the design because I thought it represented Cruella well, as she always holds a smoke. I ended up thinking outside the box, and used the animated smoke surrounding her, rather than the cigarette itself.
I took this frame from 101 Dalmations, and image traced the smoke, then customising it into the negative space of a dog.
DEVELOPMENT
I started to plan what information I wanted to feature on my Instagram account. It took me a while to decide what layout style I wanted (banner, subtle overhands, image - info - image). Once I decided the style I wanted generally, I made a layout map as a guide, and collected assets, removed their background, and laid out the information as per style/plan.
I had to ensure that the text was readable against the backgrounds, and to help visual readability, I ended up placing spots behind the text, in the deliberate way where it doesn't cover all the text. I mixed around the banner placement, because I thought it might be better in the middle of the grid, but I ended up keeping it at the start, making it more like an introduction to the business/salon.
The final part of this layout was making it look cohesive and make it flow.
MEDIA PLAN
The media plan was essentially to lay out exactly what I was posting, when I was to post it and what extra things I needed to add, like hashtags or tags. It also showed the date and a brief description of what the post was about.
I did another visual layout in my learning journal featuring all the different square posts visually.
My post featured 4 animated reels created on Adobe After Effects. The first three posts (the banner) having tiny footprints on it disappearing and reappearing. I used a tutorial on how to create Marauders' Map Footprints for these tiles. My other reel featured a paper texture moving in the background, light electronic music, and a glitching X in the middle, for the London Fashion Week collaboration.
FINAL DESIGNS AND MOCKUPS
INTERDISCIPLINARY
HELLO BEAUTIFUL BY ELYSE
For our interdisciplinary project, we had to collaborate with an Audio student and follow a brief they created for us. My task was to create an album cover for Elyse-Jaine Begley.
DEVELOPMENT
Elyse's brief was clearly set out with plenty of ideas that I could potentially use as inspiration. She noted that she wanted an orange blazer incorporated, a lectern, an old pink phone, and/or hands reaching out. She also said that she wanted the background to have a grandeur pattern, preferably gold in colour. After double checking and finding inspiration, I gathered my assets and started to photo manipulate an idea incorporating all four ideas. Originally, the title of the album was to be called Don't You Worry, but this changed later on.
I was not happy with the quality and realism of this design, but I did think it ticked all the boxes correctly. One thing I was set on from the start was the typeface of the album title and artist. This spoke elegance and went nicely with the grandeur background.
After speaking to Elyse, she decided that she did not want the lectern idea anymore, and would prefer just the phone.
I then found some more assets and designed this idea, which focused more on the girl on the pink phone, wearing an orange blazer. I liked this design a lot and though the cut off effect was great to signify anonymity. This design was a combination of photo manipulation and colour editing.
I spoke to Elyse again, and she did like the idea but instead, wanted more of the focus to be directly on the phone. I was lucky enough to find this phone image on Unsplash, and I edited the colour of the phone to be pink, and the stool purple, and separated the background so I could easily change that colour if I needed to.
I made sure to give Elyse loads of options for the colourways so that I had a clear understanding of her intent and vision. In some of the iterations I sent her, I added in the grandeur background and some other options, to see which patterns she liked the best.
I offered Elyse these iterations to see what her favourite colour/design was. She loved #8, which was the one above, in the middle. This one was my favourite too because the pattern in the background was light and dainty, and it didn't take too much attention away from the actual image of the phone.
She also let me know that the title of the Album was changing to Hello Beautiful, which was a song that features on the album.
In her audio message, she mentioned she would like to see an iteration taking inspiration from the orange colours of a sunset. I showed her some ideas and she chose her favourite.
FINAL ARTWORK
These were the final pieces that I completed for Elyse's brief. I am so happy with my work, as it has come very far from what I started from. The feedback I received from Elyse was constructed and was both warm and cool, which was vital in me making the final piece that we were both happy with.
I had hoped to finish this interdisciplinary brief a bit earlier in the trimester, but with everything getting finalised closer to the end of the tri, things fell behind, but I am so glad I managed to get it completed in time, and I am beyond happy that Elyse loves it too!
PREVIOUS WORK
Previous work both freelance work and other interdisciplinary work.
CONTACT ME
ALLY TRUTWEIN
EMAIL: allytrutwein@outlook.com
SOCIAL MEDIA: Instagram: @allytrutwein / @wtfally
PORTFOLIO: https://allytrutwein.myportfolio.com/work
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