D&AD / Foodies

D&AD, Inventivity / Level 6

As I’ve been researching Amazon Fresh and other online grocery stores, one of the things  O have really noticed is the way food is photographed, its beautifully dressed on the plate and visually appealing,  the colours are balanced and complimentary and it really looks prefect, restaurant quality. This really reminds me of the instragram pages dedicated to “foodies” or “food porn”.

I really like these constructed images and think that this could be a theme that would be useful in my D&AD Design Competition brief, what might be pretty nice is if i illustrate foods bit in this really detailed, rustic, foodie style.



D&AD / Work Placement

D&AD, Inventivity / Level 6

As I’ve developed my leaflet design for Cancer Research UK and the Tobacco Tax Symposium ( link to my previous post about this here ) Ive considered the layout of information. My client liked the idea of using this leaflet to promote the symposium as well as a poster that could be kept and display by the audience. I spent a day researching and testing different types of leaflet folds and then created prototypes that I could show my client to help her better understand the pros and cons of each design and make a decision. I find its always easier to visualise a project if there is a physical example so i thought it would be good for my client to be able to visualise what the leaflet might look like in a variety of different styles.

16 Pannel Fold:


Half Fold + Half Fold:


8 Panel Roll Roll:


Tri Fold + Z Fold:


Tri Fold + Half Fold:


5 Panel Accordion fold:


Die – Cut Z Fold:


4 panel Roll Fold:


4 panel Accordion Roll:


Z Fold


Double Gate Fold


Four Panel Fold


Tri Fold


Classic Half Fold


D&AD / Work Placement

D&AD, Inventivity / Level 6

I completed over 60 hours of my work placement for my D&AD Brief with an organisation doing some amazing work, Cancer Research UK. I was lucky enough to be able to spend some time with the Infographics and Design / Social Media department and get a first hand look at how design work for one of the most well known charities in the UK is created. I spent the first few days of my work placements learning about how different aspects of the brand identity of CRUK is used on a variety of different platforms,  from print to web and 3D branded objects and shops.

The project I was given responsibility of was to create a leaflet to promote the Tobacco Tax Symposium being held by Cancer Research UK during the World Cancer Congress 2016, being held in Paris. The Conference sees thousands of experts of cancer research around the world. To create this leaflet I had to meet with my client, discuss and agree on specifics of a brief. Once agreed I would then use adobe InDesign and Illustrator to create a visually exciting leaflet that meets the clients needs.

I met and liaised with internal and external printers to find the best and most economic way to print the leaflets and then met with the client to show updates on the design and ask for feedback, check any specific details and then agree specific elements such as the cost of printing and all final details, like the times/dates and locations (Ive learned that things can change so its important to keep checking details at each meeting)

Below is my document kept to record details of my day to day work during my work placement.

D&AD / Research


Amazon Fresh – Research 

For the last few weeks I’ve been diving into research for my D&AD Design Competition brief. I’ve chosen to pursue the Amazon Fresh brief and create and and define an identity or persona to drive the way the brand is expressed through content.

Amazon Fresh is a new way to stock your cupboards with delicious groceries. It brings all the ease and reliability of Amazon.co.uk to your weekly shop, including specialities from local shops and markets, all delivered in one-hour slots, including same day delivery.

The first thing that strikes me when looking at this brief is use of speciality ingredients from local food shops and markets, I haven’t really seen this before with online groceries so this is definitely an important aspect I would like to emphasise.

Other points I would like to focus on through this brief that you can have your food delivery in an 1hour slot from 7am till 11pm and you could even have same day delivery! You can also order online and on the app which is really convenient.

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To start my research, I’ve looked at other advertising campaigns for online groceries (Sainsburys, Tesco, Ocado/Waitrose, Morrisons, Asda, Marks and Spencer) focusing print and TV advertising. As I’ve looked at this advertising I’ve been focusing on the message and tone of voice in each advert, whether a character is used or a celebrity. I have also been looking at the types of food being used in the adverts and how the food is shown on screen, whether it is being prepared, as separate ingredients or fully dressed on a plate about to be eaten.


Print campaigns


Print campaigns

Marks and Spencer

Print Campaigns


Print Campaigns 


Print campaigns

Waitrose / Ocado 

Print campaigns