WOW Blog Post 2 - March 2022 Stephanie Jayne Harrison-Baker - 18004426 I am currently on the BA (Graphic Branding & Identity) course undertaking my DPS Year as a Graphic Designer at the global digital marketing company, Jellyfish. My primary role at Jellyfish is within App Store Optimisation which is where we optimise various companies' App Store Listings on both the iOS and Google Play Stores. Our aim when we optimise is to increase Organic App Downloads in a sustainable way through optimising their listing to best promote their app offering, increase app revenue and conversion rates as well as ultimately improving visibility & stand out in the App Stores. This has given me an alternative insight into the design industry, which I had never had an insight into before nor even knew it was an area of marketing which had the potential to alter audiences behaviours. 8 months into my role, I now understand the importance of showcasing your brand tone of voice, brand values as well as your app offering within the first impression (first 3 screenshots) shown on the App Store as this will be the only creative that 75% of the audience will see before making the decision on whether to download the app or not. I find it particularly interesting how we work with companies to promote different upcoming events/seasons/offers within their listing. We work with global companies who optimise their listing into multiple markets which for me I find particularly interesting to see what creative tactics work better in different regions across the world. Not only has this role at Jellyfish given me an insight into the design industry but it has also made me more aware of the psychology behind design. What is it that makes people download an app? What attracts people to a particular brand? They align with their values? They like the way the product is presented? The psychology and reasoning behind why people buy certain products due to branding fascinates me and is what I want to focus on for my dissertation when I return to Year 4 after my DPS Year and therefore I am really pleased that my role at Jellyfish has already given me an insight into the area of my dissertation. I have begun researching articles for my dissertation around this subject area and I will continue to find articles through my DPS Year. For my SIP I have decided to collaborate with a friend who is a practitioner to create a luxury candle and home fragrance company, Argent & Sable. This project was originally influenced by our self care routines in the COVID-19 Pandemic lockdowns and our love for candles, but only in recent months has taken it to fruition. We wanted our brand to have a focus and a meaning and therefore we chose for the theme of the company to be associated with Moths. We chose Moths as we both love the insects and care about their existence. With our home fragrance company we want to raise awareness for the decline of moths in the UK before they become extinct. All of our fragrances are 100% natural and therefore they are environmentally friendly. This will be important when creating a brand identity as it is a core value of the company. As a partnership, her role is to create the candles and fragrances whilst my involvement includes marketing the products. For my SIP, I plan to create a substantial brand identity which represents the core values of Argent & Sable, develop a strong colour palette and other brand assets as well as create a library of images for use on our social media page and website. From looking at our key competitors within the luxury home fragrance category, I realise how important art direction is in determining if someone will want to buy a candle. The room scene in the background of the photo, the product in focus all play a significant role. We want to try and get a fragrance across through a medium which only allows for a photo/video. Many competitors also use Instagram Reels to showcase their products. From my research, I have found that customers engage more with a company which is transparent with the process of making the candles and diffusers. Due to one of our core values being ‘handmade from 100% natural ingredients’ customers will want to see us making it and therefore finding interesting content to show this will engage the customers which will hopefully lead to purchases. To conclude, creating the visual identity for Argent & Sable and all of the marketing materials working cohesively alongside the brand identity will promote the company and publicise the company to a wider/global audience. By creating a strong social media presence and a professional website, our customers will gain confidence in our products and engage more with the brand which in-turn will lead to increased brand loyalty and brand recognition. Not only will this allow me to gain confidence in my graphic design skills but it will also allow me to gain confidence talking about my work to people as I will tell people about the brand history and our story. https://www.jellyfish.com/en-gb, (March, 2022) www.instagram.com/argentandsable/?hl=en, (March, 2022) (851 words)
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