SHAPING THE JUSTCO BRAND EXPERIENCE
Brand Campaign
Amplifying JustCo's Brand Through Leadership Stories
The "The Place That Works For You" campaign was conceived to solidify JustCo's position as a thought leader and reliable business partner in the flexible workspace market.
This multi-faceted campaign centered around the theme of leadership and positive work culture, showcasing the stories of eight successful business leaders within the JustCo community. I collaborated closely with JustCo's brand manager on the overall campaign strategy, ensuring alignment with the company's marketing objectives and brand vision.
Target Audience: Business leaders, entrepreneurs, decision-makers, media, and professionals interested in the future of work and flexible workspace solutions.
Amplifying Leadership Voices
A central element of the campaign was a video series showcasing the inspiring stories of our eight featured business leaders. I played a key role in bringing these narratives to life, overseeing the entire video production process from initial concept to final edit.
Visual Identity: Art Directing the Narrative
To ensure a consistent and impactful visual identity for the campaign, I art directed the photoshoot for the eight business leaders. Working closely with the photographer, I developed a visual style that captured the essence of each leader's personality and their contribution to the JustCo community. This involved:
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Defining the overall aesthetic and mood of the photoshoot.
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Selecting appropriate wardrobe and props to reflect each leader's individual style and the campaign's overall message.
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Providing guidance during the photoshoot to ensure the desired visual outcome.
Behind-the-scenes
Creative Brief for Photography
Establishing the visual direction and style guide for the series ensures seamless integration with the overall campaign aesthetic and JustCo's brand identity. This included specifying the desired look and feel, suggesting appropriate visual elements, and overseeing the selection of graphics to create videos that were not only informative but also visually appealing and engaging.
Setting the Visual Tone
To effectively communicate the desired visual style and mood to the photographer and production team, I developed comprehensive tear sheets for each leader's photoshoot. These tear sheets weren't just a collection of inspiring images; they were carefully curated mood boards that illustrated the specific aesthetic we aimed to achieve. Each tear sheet included:
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A description of the desired atmosphere and emotional feel for the photos, using keywords and visual references. For example, we might have aimed for "confident and approachable," "dynamic and innovative," or "warm and collaborative."
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Examples of desired shot compositions, including close-ups, medium shots, and wide shots, as well as suggestions for posing and framing. This ensured consistency in the overall look of the series and helped the photographer visualize the intended outcome.
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Specific instructions for lighting, including the type of lighting (natural, studio, etc.), color temperature, and desired mood (e.g., bright and airy, dramatic and moody). The tear sheets also included the campaign's color palette to ensure visual consistency.
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Suggestions for wardrobe, hair, and makeup, taking into account each leader's personality and the overall brand aesthetic. This included examples of clothing styles, colours, and accessories.
Tear sheets for photographer’s reference
Collaboration with Production Company
I worked closely with the production company to ensure our shared vision was realized. This involved reviewing and refining the tear sheets together, discussing any logistical considerations, and ensuring that the photographer understood the desired aesthetic. This collaborative approach was essential for translating the tear sheet concepts into impactful and visually compelling photographs.
Final Approval & Refinement
After the photoshoot, I reviewed all the images and provided feedback on any necessary retouching or adjustments to ensure they aligned perfectly with the tear sheets and the overall campaign aesthetic.
The final set of images
Key Takeaways
Thought leadership campaigns require a strategic blend of insightful content and authentic storytelling.
Collaboration with key stakeholders is crucial for campaign success.
A clear and compelling brand message is essential for resonance and impact.
Multi-channel activation is key to maximizing reach and engagement.
