Care Wildly
Bloom & Wild
Creative Lead - Art Direction - Team Management - Design - Campaign
As Creative Lead at Bloom & Wild I lead the translation of the new brand platform (which was collaboratively created with the fantastic The Or agency) across all of the brand’s creative.
Overall I lead the art direction and worked with my team of designers and copywriters to craft a visual language and tone of voice, tested where they can flex and adapt while remaining consistent, and weaved it through all the brand’s channels.
The main reason I’m proud is because it was something big, bold and had never been brought to life in the space before. It was a fantastic brief; How do you sell the idea of caring?
It was some of the most rewarding work of my career and made me really believe and test the power of brand and it’s impact on business success.
Below are some of the assets and projects I lead under the Care Wildly platform.
Working with The Or, I lead the art direction for the first OOH campaign across the 12 most popular underground stations on the TFL network under the ‘Care Wildly’ brand platform. We produced 48 sheeters for each station and full escalator panels takeover that followed the viewer up and down the escalators using motion graphics.
I worked alongside our fantastic Copy Lead to come up with different variations of the care message and lead the photoshoot working with brilliant photographer Rebecca Westcott. Before the launch we ran a brand tracking survey to provide a baseline to measure against, as a result of the campaign Bloom & Wild’s top of mind awareness more than doubled and brand consideration improved by nearly 50%.
Under the brand platform we played with the mechanism of showcasing reasons to send care, above is some examples of how we translated them into paid performance ads. Working with The Or again on the concept, I art directed the shoot, while also picked up my Pixar hat and applied some motion to the graphics to enhance engagement. This advert series was our highest performing online brand campaign.
We had the opportunity to work with Stylist a few times as it always proved to be a successful partnership. Above is an example of how I applied the brand strategy to the launch of our new plant range. I made sure to include ‘a reason to send’ making it feel relatable, along with the brilliant line from our great Copy Lead, ‘Care packages that live on’. The photography was produced with the brilliant Rebecca Westcott, showcasing the products in a home setting and candid shot of a reaction of receiving the product helped add warmth and that ‘touch of delight’ which is a core of the brand.
My team and I produced a huge refresh of our packaging suite, where I made sure our brand ethos was applied throughout. We approached this by thinking of every interaction and every situation a customer could have, after all the receiving of flowers can be both ends of the emotional scale. Conscious to not to be too overwhelming or distracting (after all the product is always the hero), but to be subtle, encouraging and dialling into the anticipation of receiving flowers.
We crafted, prototyped and user-tested the idea of moments of delight. Which is something I still use in all my work to this day. Unboxing was given as big contributing factor to the seen increase in the brand’s customer loyalty. The experience was hugely rewarding and taught me a lot about thinking outside the box (a pun very much intended).
One of the best projects I got to work on was the television advert that sent our brand consideration score through the roof, and a concept that had never been done before - showing some flowers dying. Because flowers don’t live forever but the thought lives on. I was involved in the ideation, feedback sessions and so very nearly got to fly to Estonia to be on set and help with the filming (damn covid 🥲)
More Highlights
Bloom & Wild are now the number one most searched flower brand in the UK.
The launch campaign was so successful that we couldn’t keep up with flower supply and had to stop running ads.
It dialled perfectly into the nations mood, post-pandemic, where care was actionable and strong - not just ‘sweet’.
Working on the ‘Thoughtful Marketing’ movement where we were the first business to send ‘opt-out’ option to occasions that customers may find difficult. Now nearly every business in the occasion industry have followed suit.