Louie Zeegen Portfolio 2014

8/12/2019 Louie Zeegen Portfolio 2014

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Louie Zeegencopywriter / writer

+44 (0) 7769 225296

[email protected]

Portfolio


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Louie Zeegen

Portfolio

Contents

Copywriter

Elmwood / Branding and design agency:

Make Mine a Builders / Tea company

Turnbull Ripley / Design agency:

Venquis / Recruitment company

Music / Design agency:

Canterbury of New Zealand / Rugby clothing company

Exchange Quay / Business park

The Big Do / The Christie Hospitals charity eventWicksteed Park / Amusement park

Writer

People of Print / Online blog / selected posts:

Jack Bailey / Blog post / 13/05/2014

2014 Sony World Photography Awards / Blog post / 08/05/2014

Craig Oldham / Blog post / 18/04/2014

Computer Arts Magazine:

Nag and Persist, its the Only Way / Opinion piece

April 2013

Its Nice That / Online blog:

Proteins Olympic Themed Show / Blog post / 06/08/2012

Perfect Photos of Ping-pong Players / Blog post / 03/08/2012

Touching Tribute From Martin Usborne / Blog post / 02/08/2012


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Project objectives

- To develop packaging copy for a limited edition Brazil World Cup 2014 box for their tea

- To get across the core brand values of Make Mine a Builders, what sets them apart from other tea companies

- How the new packaging is related to the older packaging. The new box must be new and exciting but instantly recognisable

as Make Mine a Builders

What needs to be created/what are the deliverables?

- Copy for 5 sides of the new limited edition Brazil World Cup 2014 box for tea

Who is the communication aimed at?

- Exisiting consumers of Make Mine a Builders tea

- Any potential customers who may be draw towards World Cup edition packaging

Message

- Make Mine a Builders is supporting the World Cup

- Make Mine a Builders has a tongue-in-cheek, comic tone of voice that is playful but also aware of current events

Louie Zeegen

Portfolio / copywriter

Elmwood / Branding and design agency

Make Mine a Builders / tea company

Brief for Make Mine a Builders


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Louie Zeegen


Elmwood / Branding and design agency

Make Mine a Builders / Tea company

Limited edition World Cup 2014 pack


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Project objectives

- To develop a slogan or ethos that could work both customer facing and internally at Venquis recruitment.

- To get across the core brand values of Venquis, what sets them apart from all other recruitment agencies.

- How that slogan can interact with the brand name and sit with the existing website.


- A tagline that embodies everything Venquis are about. For internal dialogues and external facing materials


- Exisiting employees of Venquis

- Any potential clients or customers who may approach Venquis

Message

- Unique and forward thinking recruiters

- Relatively new-kids-on-the-block in the world of recruitment so something inspirational, a go getting tone of voice

Louie Zeegen


Turnbull Ripley / Design agency


Brief for Venquis


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Brochure


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Brand ethos and message


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Project objectives

- To create a multi-channel campaign that resonates directly with the passionate rugby audience

- A creative approach that focusses on the inclusive team nature of the game - story of a team and community

- Subtly portray the parallels between the actions on the rugby pitch and those in everyday life connecting with the core consumers

who have an understanding for the game and its values

- Concept to be authentic and establishes credibility for the Canterbury sports casual product pillar

- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby (not just on the eld).


- Effectively create the REPUBLIC OF RUGBY lifestyle through a combination of still and moving imagery

- Consider how the brand will activate this campaign in order to engage with consumers across a number of channels whilst

communicating a consistent and compelling brand message


- Focus is on EOB1 (Rugby fanatic) and HOB3 (Retired Player)

- This consumer combines sportswear with lifestyle clothing

Message

- Authentic casual rugby brand

- Inclusive, fun, yet aspirational

- Buying into a lifestyle not just a brand - aspirational

- Highly relatable environment for our target market

Louie Zeegen


Music / Design agency


Brief for SS14: Sports Casual


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Initial idea


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CANTERBURY OF NEW ZEALANDSS14 SPORTS CASUAL

FILM STORYBOARD:

Leave No Man Behind

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Storyboard


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Storyboard


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Portrait advertisement


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Project objectives

- Create a multi-channel campaign that resonates with the passionate rugby audience

- Demonstrate the fabric technologies within the collection in relevant training scenarios (this is a product range that covers all weather, all conditions, all year round)

- To portray a masculine, strong and high quality message through imagery.

- Campaign that resonates with both past and present rugby players.

- Imagery that highlights the dual-use functionality of garments within the range.

- Outlining the cross-merchandising potential with Mercury TCR Control.

- Concept to be authentic and establishes credibility for the Canterbury sports training product pillar.

- REAL locations, environments, models credible and believable

- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby.


- Key focus = technicality, quality & functionality

- Four key areas, with differentiation in technology and different needs (may cross over):

o Gym simple, lightweight, multi-purpose

o Run adaptable,

o Contact durable, function, purpose, hardwearing

o Cover Up relaxed style, warmth, water protection

- Feature professional athlete?

- Tone of voice = direct, condent, hard-wearing, functional, t for purpose

- Consider how the brand will activate this campaign to engage with consumers across a number of channels whilst communicating a consistent and compelling brand message

- Produce the key campaign deliverables (A) and sell-in pack / toolkit (B) to be utilized to sell in the range at our Global Product Launch

Who is the communication aimed at? - Competitive Player (HOB1) currently training & playing regularly

- Retired Player (HOB3) used to play, now

Message

- Technical (but without being overtly technical needs to feel real)

- Quality

- Functional

- Credible, believable real (models, locations)

- Hardwearing

- Educational

Louie Zeegen




Brief for AW14: Training


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Landscape advertisement


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Project objectives

- To reinvigorate Exchange Quay as one of Manchesters premium ofce spaces

- To highlight the 10 million investment and modernisation of the area

- To portray the overlooked plus points of Exchange Quay, including:

o Price per sq ft will be very competitive

o Accessible via tram, train and road

o Flexible offer for all sizes of business o Good on site parking facilities with good ratios

o The morale of the people who work there


- To create a new strap line and tone of voice

- To create a new logo

- These will all lead to on site branding, brochures, web and advertising


- New potential tenants of the business park

Message

- Exchange Quay is a exible with space

- Its easily accessible via all modes of transport

- It can compete with Salford, Media City and London in terms of price and communications

Louie Zeegen




Brief for Exchange Quay


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Print advertisement sequence


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Print advertisement sequence


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Print advertisement


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Print advertisement


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Website


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Website


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Print advertisement


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Print advertisement


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Project objectives

- Christies Month currently exists as an intensive fundraising month where The Christie encourages fundraisers to organise events and

activities to raise money for The Charity. This has grown from being a one day event and extended out to give fundraisers more time

and opportunity to organise events and activities

- The Christie feels that this needs rethinking and Music need to consider a big idea to create an event, like Comic Relief or Children

in Need where there is a longer term build up to an intensive fundraising day

- The campaign needs to engage better with supporters, give them some direction when thinking of fundraising ideas (e.g. Comic

Reliefs 4 options for 2013) and thank them for/ showcase their hard work - This campaign needs to evolve and be built on each year

- To raise 80K for The Christie

- To aid a wider objective to raise 250M by 2020

- To engage new fundraisers


- A new big idea or event where there is a long term build up to an intensive fundraising day


- The Christie is looking to target new supporters and give inspiration to existing supporters. In terms of a key demographic its difcultto pin point as the campaign should appeal to all potential individual supporters (in the same way that Comic Relief/Children in Need

are designed to appeal to a wide audience).

Message

- Fundraise for The Christie

- Your support makes a tangible difference

Brief for The Christie fundraiser

Louie Zeegen



The Big Do / The Christie Hospitals charity event


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Logo


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Poster advertisement


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Flyer advertisements


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Vehicle / t-shirts / poster


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The Big Fuck Off Do

As Music were building the brand forThe Christies new annual fundraiser event,

it only felt right that on

November 1st the agency did something to

raise money.

Along with a team, I was integral increating The Big Fuck Off Do and

writing the rules and descriptions for

social media.

It raised 2,296.50 for The Christie.


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Project objectives

- Want to re-invigorate and reposition the Wicksteed Park brand

- Create a distinctive standout, unique persona

- A persona that doesnt alienate the current visitor prole

- A persona that reects the parks 1920s heritage and origins

- That can be adapted and work equally well with the secondary business model - the pavillion, the zip-wire

experience, the thematic adventure play zone

- Regenerate the current core proposition into a vibrant, hollistic and more naturallistic experience - Get Wicksteed Park noticed and even competiting against the UKs other leading amusement parks which

means a c. 50% uplift over the next ve years


- A new branding that works across many communication platforms


- Potential visitors of the park

- Existing visitors of the park

Message

- That Wicksteed Park leads the way in adventurous, educational and imaginitive play in an outstanding heritage

parkland setting and makes people happy and healthy

Brief for Wicksteed Park

Louie Zeegen



Wicksteed Park / Amusement park


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Inital idea


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Poster advertisement


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2014 Sony World Photography Awards

The 2014 Sony World Photography Awards exhibition opened at the

beginning of May at Somerset House. It features the winning and

shortlisted photographers from the incredible 139,000 submissions

for 166 countries across all disciplines.

From ne art to photojournalism to lifestyle, each of the photogra-

phers showcased has some truly breathtaking work on show.

The section that stuck with me was Mary Ellen Marks photos, she

quite rightly has been awarded the Outstanding Contribution to Pho-

tography accolade. Having said that its a beautiful thing that sees

the awarded student photographers situated just across the hall

from such a renowned photographer.

To try to avoid the clich of theres something for everyone is pretty

impossible with a exhibition this expansive and impressive.

Louie Zeegen

Portfolio / writer

People of Print / selected

2014 Sony World Photography Awards / Blog post

08/05/2014


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Craig Oldham / Hand.Written.Letter.Project

Manchester based Craig Oldham has been pretty busy of late. Hes

done the redesign for D&ADs New Blood and launched his own site

with a great soundboard. But the most charming of his work is the

newly republished and updated Hand.Written.Letter.Project.

A percentage of the proceeds from the book go to the National

Literary Trust and it has double the number of entries since the rst

press. These entries are handwritten greetings from the world of

designs top gures including Erik Kessels, of KesselsKramer and

Michael Johnson, of Johnson Banks.

The book also features correspondence from people who just had

something they wanted to share. Craigs project a nice little addition

to the bookshelf.

http://www.handwrittenletterproject.com/http://www.craigoldham.co.uk/

@OfceOfCraig

Louie Zeegen

Portfolio / writer

People of Print / selected

Craig Oldham / Blog post

18/04/2014


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Louie Zeegen

Portfolio / writer

Computer Arts Magazine

Nag and Persist, its the Only Way / Opinion piece

April 2013


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Louie Zeegen

Portfolio / writer

Its Nice That / Online Blog

Proteins Olympic Themed Show / Blog post

06/08/2012

Now you may feel after all the weekends excitement that youre

a bit over the Olympics and the idea of a new show featuring cool

creatives responding to the games may not oat your boat. But

Proteins new show has assembled exactly the right sorts of people and

the results are excellent.

The show features some of Londons most innovative and exciting illus-

trators and designers who were set the task of exploring what

the Olympics mean to them as Londoners and in particular theconcept of Performance (hence the name). The only constraint

was that the only colour palette they were allowed use was that of the

iconic Olympic rings, the rest was up to them.

With a host of great creatives taking part including Oscar Bolton Green,

Tom Edwards, Jack Featherstone and Sophy Hollington

this is an alternative take on a popular theme, an east London

alternative to Central St Martins fabulous FIT show.

Performance runs until August 19 at 18 Hewett Street.


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Last year we had a massive response to Ezra Shaws photographs of

the 14th FINA World Championships essentially close-ups of

professional divers doing their thing. Thankfully with the Olympics

underway theres more to add to the collection; close ups of table tennis

players mid-game. Theres no denying that they provide pretty

hilarious light-hearted relief from Olympic fever and even amateur

ping-pongers will empathise with the competitive concentration etched

on these faces. I cant nd out whoever took these photos

but if youre out there, thank you.

Louie Zeegen

Portfolio / writer


Proteins Olympic Themed Show / Blog post

06/08/2012


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Louie Zeegen

Portfolio / writer


Touching Tribute from Martin Usborne / Blog post

02/08/2012


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Louie Zeegen Portfolio 2014

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