A trusted & well established premium British brand, Antler are the largest luggage manufacturer in the UK.
Point of Sale / Packaging / Product Tickets / Catalogues / Advertising / Digital Assets / Email & Social Media Assets / Art Direction
Formula One inspired suitcase, endorsed by Eddie Jordan. My brief was to create an identity that would stand out in store to promote the product. The ticket showcased its main features, including a macro photo of its unique wheels which reinforced the racing feel. My playful POS stand concept was inspired by the edge of a formula one track - with the suitcase placed on an angle on the base. The use of red & black complemented the product colour, whilst appealing to the male target market. The website banner below was part of the rebrand which allowed for a more tongue-in-cheek strap line.
92 page full product range catalogue - design & layout, creative direction, all photography direction on location (Liverpool airport & the Malmaison Hotel) & print management. I presented product features in a simple & visual way, with lines pointing to each part of the product. I also created feature icons & wrote copy. I turned this round single-handedly in under 2 weeks for an exhibition - after a few sleepless nights!
Packaging for a laptop & over night bag, exclusively for John Lewis. Art direction, photography, design & strap line concept - 'one size fits all'.
Flagship product advert & stand concept, design & photography. Antler's lightest ever product, the visual concept combined the suitcases 'blowing' away in a futuristic setting. I mocked up the concept and the suitcases were shot at the angles to match the visual. The POS stand concept I came up with was to make the suitcase appear to be floating, mounted on a clear plinth that couldn't be seen. The range became a best seller in John Lewis and the ads were used for their biggest ever outdoor campaign - seen across 14 giant digital screens around the UK over 12 months, including Canary Wharf and other iconic settings. The artwork was also licensed for use in Australia.
A simple box concept was needed for this entry level product exclusively for Costco. The project budget was limited, so the basic studio photography was used, with the product features displayed simply using lines & shapes. It was visually engaging on all box sides, taking into consideration visibility when stacked different ways in store.
This project was a wonderful challenge - I was given 24 hours to pull this together when some last minute ad space became available in the Queen's Jubilee celebratory supplement. The ad needed to convey Britishness & heritage, promote a new product, whilst staying relevant to the theme.
We had in the archives some beautiful collateral from the year the Queen was crowned, so I came up with the idea of comparing how far Antler had come in 60 years. I used elements from early 1950's Antler ads and juxtaposed them with the modern product & branding. A simple line I wrote tied the whole thing together - 'although a lot has changed in 60 years, we have been consistently making quality, lightweight, innovative luggage since 1914.'
Another project which I owned from start to finish was the concept, copy & visuals for this advertorial. Tying in with the British aspect of the brand, I collated ideas of locations in the UK to tie in with various products to show the versatility of the product range, whilst adding value for the consumer with places of potential interest to sit in the 'great days out' theme. The visuals I created to support this reflected a traditional 'seaside' feel - to evoke the British heritage which underpins the branding. It was a successful campaign - the competition to win the union jack suitcase gained 100s of online entries & increased traffic to the website.