Flannels Beauty
Project Completed @SEENGroup
Brand Assets, Iconography and Social Media
The Challenge
SEEN Group partnered with FLANNELS, a prestigious British fashion retailer, to lead the development and execution of FLANNELS Beauty. The team we’re tasked with creating the brand strategy, identity, logo, typography, image style, and art direction, all drawing inspiration from extensive consumer insight and beauty expertise.
Creative Solution
With a focus on the consumer, our research resulted in the campaign concept: "Beauty Starring You." We created five consumer profiles that reflected the shoppers of Flannels Beauty and brought them to life in a stylish TV advert, ensuring the consumer is at the heart of both the campaign and the shopping experience.
Beauty Starring You
Flannels Beauty is all about putting the consumer first, and this guiding principle laid the foundation for our campaign concept: 'Beauty Starring You.' Strategists at SEEN Group's conducted extensive consumer research, resulting in the identification of five unique consumer profiles - Apple, Ty, Alicia, Stacy, and Rebekka. It was then transformed into a television advert, a collaborative effort that brought the campaign to life with style and sophistication.
Mirroring the everyday beauty
We strategically placed mirrors on some of the 'Beauty Starring You' panels, effectively involving passersby in the Flannels Beauty launch.
Iconography
I had the opportunity to design a set of over 70 unique icons for the Flannels Beauty website. These icons lived beneath product descriptions to highlight any key information such as foundation coverage or perfume scent. The design process was an intricate journey involving numerous iterations to ensure these icons remained visible and effective on both small and large scales.
Social Posts
As a sub-brand under Flannels, our beauty branding maintained its clean design. Crafting social media posts allowed the opportunity for creative typography, focusing on enhancing product and model visuals.
Film & Photography
Director & Photographer: @vickylawton
DOP: @alexjamin
Steadi: @steadibrooks
Models: @applesershi @ty3kingz @rebekkasandok @aliciarountree @missmichuki
Producer: @rosieannwelshProduction Designer: @lyndonogbourne
1st AD: @missymacltd
Make-up: @nikki_makeup
Stylist: @phoebelettice
Hair: @lukepluckrose
Nails: @tinubellomanicurist
Casting: @_hollycullen
Edit House: @thequarryedit
Editor: @cooperative5
Post Production House: @candtvstudio
Grade: @simona_colour
Credits:
In-house
Agency: @seen_group
Art Direction & Design Lead: @samshawdesign
Creative Officer: Liv Sym
Global Strategy Director: @tashahulme