(M)OTHER'S DAY
Boden
For March 2020 Boden created a Mother’s day campaign which was fully inclusive. I came up with the concept that a Mother can mean different things and isn’t just biological. Therefore, using brackets around the ‘M’ demonstrated this concept and how they have ‘other’ roles too. I lead this project and created a variety of assets to celebrate (M)other's Day.
Conceptualising · Signage · Digital
Visual Merchandising · Print · Animation
Art Direction · Website · Illustration
A print was used for the look and feel of the campaign. Within the print were words which describe a (M)other and the role they can play. This was carried through both print and digital assets.
Two emails were sent out for (M)other's day - UK Retail event and US Mother's day. The US tweaked their email slightly due to Mother's day falling during the Covid-19 lockdown in May. Therefore I had to adapt the design and so some words within the print were removed, making descriptions more appropriate to the current climate.