{"id":1383,"date":"2023-06-11T23:11:01","date_gmt":"2023-06-11T22:11:01","guid":{"rendered":"https:\/\/www.schoolofdesignleeds.com\/degreeshow-2023\/?p=1383"},"modified":"2023-06-11T23:12:00","modified_gmt":"2023-06-11T22:12:00","slug":"ellie-crewe","status":"publish","type":"post","link":"https:\/\/www.schoolofdesignleeds.com\/degreeshow-2023\/ellie-crewe\/","title":{"rendered":"Ellie Crewe"},"content":{"rendered":"
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Degree Show 2023<\/h4>\n
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Ellie Crewe<\/h1>\n

BA Graphic and Communication Design<\/h3>\n

My work brings about conceptual thinking into visually compelling designs, typically challenging conventions. Primarily, my work focuses on branding, advertising, and the strategy behind rolling out new brands.<\/p>\n

New Rules is a branding project for women\u2019s football that seeks new opportunities to tackle, engage and leverage the untapped market: Male football fans. The brand adopts an unpretentious, unapologetic, and slightly rebellious approach in its disrespect to the limits of its category, seeking a new way of speaking to male football fans.<\/p>\n

handshake<\/span>Connect with <\/span><\/a><\/div>\n

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Unlike other women\u2019s football campaigns New Rules takes on a tone of voice that is unpretentious, unapologetic, and slightly rebellious in its disrespect to the limits of its category.<\/p>\n

A brand centred around the consumer is at the heart of New Rules.<\/p>\n<\/div>\n

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The New Rules advertising campaign aims to speak to the target audience, whilst selling the accepting culture of women\u2019s football. The campaign twists the visual language of iconic football chants and quotes to sell the unique selling points of women\u2019s football (either its accepting culture or its real struggle) for a thought-provoking impact.<\/p>\n

There is no defined system within the typeface, New Rules is not a brand concerned with getting things perfect and precise every time, allowing the same for the audience, selling the acceptance and environment of women\u2019s football.<\/p>\n<\/div>\n

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The brand connects UI\/UX design as a point of action for the consumer; a place where the consumer can find the closest women\u2019s matches to their location.<\/p>\n<\/div>\n

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The brand uses personalised social media advertising to tap into the loyal asset of football. This, therefore, twists the user\u2019s favourite male team\u2019s iconic chants and switches the copy of them to sell the uniqueness of women\u2019s football. Furthermore, using localised copy as a way of connecting and engaging the initial engagement of the target audience.<\/p>\n<\/div>\n

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Further brand engagement taps into the intended target audience\u2019s touchpoints by the creation of a sports bar. This intends to immerse the consumer into the environment they should come to expect from a women\u2019s football match. This provides a space for people to not only connect and engage with women\u2019s football but also the emulate the wider environment it is associated with- broadening the appeal.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n