STYLE WITH PURPOSE was a fashion campaign centred around a capsule collection with a philanthropical angle. It was also the first time John Lewis used street casting, and naturally included personal touches and a sense of familiarity through its creative.
It was a 360-degree campaign, used across the retailer’s physical and digital estates. My input began with the project’s naming propositions and accompanying boilerplate, which developed into a communication hierarchy to ensure the project was consistent in its expressions.
Other requirements included writing video scripts and a suite of copy lines used in marketing assets and across various brand channels, including social media and website.
Some of the assets created following my copy development.
These included social media posts and in-store point of sales.
