THUMBS UP GREEN INSIDE & OUT

Real client work.

 

The challenge was not the product, it was the story. Thumbs Up dedicated much of its profit to planting forests, yet consumers had never heard about it, because earlier posts and communication had no concept holding them together.

The idea, Green Inside and Out, made that commitment visible and friendly: sustainable inside, in biodegradable and compostable packaging, and sustainable outside, in the forests planted with every purchase.

My role: Creative Director, Art Director and Copy. Concept, idea and art direction were mine; a team of 2 graphic designers and 1 marketing assistant under me delivered the rollout to point of sale and the marketing assets for stores and sales representatives.

Deliverables: packaging, print, social, video, point-of-sale and sales materials.

Tone: friendly, recognisable, sustainable.

Result: a radical change in how the brand communicated, and sales growth during my time at the company.