Concept Design
Art direction
Cath Kidston
While at Dalziel and Pow, I was brought on as a digital creative lead to look into ways Cath Kidston could incorporate digital activations in their new store design. Working with the Strategy, Interiors and graphics team I aligned the clients needs and abilities, with the ideal store plan to map out the customer journey and map out potential digital experiences to suit the needs of the the journey in that specific area.
Each experience touchpoint has been designed to fulfil a need but to also follow the brands moto to 'Brighten up your day". InitIally I would sketch out ideas and present these to the client with key metrics, customer engagement goals and brand awareness points and then once the client chose a selection they liked, we would then layer it into the concept renders for the stores.
Optimistic vending machine
A vending machine run on tokens given by Cath Kidston staff or a monetary amount, designed to brighten up your day with a small gift.
An Exterior or interior interaction with no sales pressure and an element of surprise.
Metrics: Double-take the brand / smiles / footfall / photos and shares
Experience ideas: Motivational card packs, print cards and stories, stickers, Jokes, Vouchers, Discount codes online or in-store, Stickers.
Living wallpaper
Bringing the brand story and prints to life with animated projection.
Metrics: Brand awareness, service announcements social shares, dwell time in-store
The bell
A permanent fixture in the store, (inspired by the prosecco bell in the Cath Kidston HQ)
activated sparingly to celebrate good news, and share the brand purpose with customers
Metrics: Double-take the brand / smiles / photos and shares
The stay in touch typewriter
A novel sign-up method for emails, social media or mailed catalogues
Metrics: CRM (email and social channels) online sales, recommend a friend
Story frames
Subtle animations to bring the artistry behind the prints to life, and take-away postcards that tell the story behind the print
Metrics: Double take the brand, social shares, dwell time in-store
Print Showcase
Explore the story behind the print physically, bring the hidden process to reality
Metrics: Double take the brand, social shares, dwell time in-store
Customer service messaging
Animated communications and and brand messaging activations visible while passing or in-store.
Metrics: Brand interaction / Service offering / Drive footfall / Event interest
Walking on roses
Exterior interaction, no sales pressure, element of surprise while walking past
Metrics: Double-take the brand / smiles / footfall / photos and shares