Introducing YOURS

One of my final deliverables for D&AD.

I have been working on designing and developing my John Lewis concept video for Design Competition. After researching the history of John Lewis, visiting the store and looking at their charity, interviewing one of their most successful Stratford City colleagues, looking deep into how they advertise John Lewis for important occasions, their biggest competitors, their own brand style and one of the key elements of the brief, Urbanites I have come with a concept helping Urbanites “busy people and workers in the city” to find an easier way to access the John Lewis store. I have thought about how to give the branding a younger feel using colour and style as well as including a user experience which today is a massive success for big companies such as John Lewis. 

The concept of home and family living appears to be one of John Lewis’s fundamental areas of design and interest. I have touched on how they use messaging through their visuals and have worked on how my application will fit with their brand style. 

I have also designed a logo for my application which may be changed and edited slightly since making my video and video effects. I had noticed how john lewis likes to use the circle shape throughout introducing new aspects of their brand. Either being stickers on packages, window stickers or announcements online. 


No matter what area of John Lewis I researched the concept of family and home living as well as the colour green and circles continued to make an appearance. I kept all of these areas in mind when it came to designing.

I wanted to use type to express the sentimental messaging throughout my video. After teaching myself how to use Premier Pro and After Effects for my previous project had really helped me to work on video efficiently and pretty quickly when it came to panning my text in and out and aligning it with my chosen audio file. I chose this particular piece of music due to it’s emotional feel and sound which I feel works perfectly for John Lewis advertising. 

After finishing the type parts of my video I realised something was missing and it would look better if I could somehow use the popular circle shape throughout helping to bring my video to life. After watching many tutorials online I followed one in particular which teaches you how to build your own motion graphics for video content. I followed this step by step and made a series of animations using my chosen colours. This has really added a delicate touch to my video and overall I am over the moon with my advertisement. 

below is my completed video, introducing customers to the new application I have designed for John Lewis.


Feedback & Reflection

I have shown my video to Tahira and a few of my studio peers and family members to get some feedback from individuals and also someone who knows the brand very well. Tahira feedback: she loves the feel and the freshness I have added to the brand and how the words touch on what John Lewis stands for. She is interested to see the application stills and my gifs which are the next step for me to complete. There are a few small changes I will be making to the video once I have finished and perfected my application and gif designs. 



After researching different elements of John Lewis and all they stand for I have realised how home is a huge aspect to what the company brings. Being a fundamentally designed for family and living. For my chosen design competition brief has pin pointed on creating something that will make John Lewis more appealing for Urbanites the busy city people

what’s essential: requirements.

x bring your idea to life with a presentation that shows: 

x key elements of your insight and solution 

x how it serves both John Lewis and your audience 

x how it would work across multiple channels 

x the lifecycle of your product / service throughout the user journey 

x research and development highlights

what to submit.

Main (essential):
Either a presentation video (max. 2 min) OR JPEG slides (max. 8). 

Optional (judges may view this if they wish): Interactive work (brand websites, apps etc); physical supporting material; if your main deliverable is JPEGs, you can also submit video (max. 1 min total); if your main piece is video, you can also submit JPEGs (max. 4). 

After looking over the requirements for my design competition brief I have put together some ideas.

likes instagram | pinterest way of connecting, sharing & liking images. 

what john lewis stands for is very much linked to home and family. 

mostly what they sell is linked with decorating home or self. 


I have decided to design an application where people, especially those with busy lifestyles, such as urbanites. can always connect with home and family on their travels. building and designing a home is all about making. decisions, the food we eat, the gifts we buy, the occasions we prepare for, and decorating our interiors are all.based on single or grouped decisions. my application  will help urbanites to access every aspect of john lewis’s store digitally, on the move, through their phones with the treasured aspect which they miss the most, h o m e. 

first page being a title page, opening page.

second page, a connection page, after signing up where you can link with your family members, adding their names to the page.

will allow you to all connect through the stages of application used. where you can share the items you personally like and are thinking of purchasing, the other members can like or dislike these and also can see what items the other members have viewed that day. 

third page where all your likes can connect, creating an automatic like list. 

forth page built on decorating your home, similar to designing your houses interior. this will work via you taking a photograph of the room you are deciding to decorate. this will automatically digitalise and you can place items from your like list into the room. the application will notify you weather this particular item will fit in the room. if yes will be placed in the room,if not will be removed or ask you to attempt to place it elsewhere. this will give you an idea of how certain products will fit within your home and how they will look before purchasing. you can also buy all products online.

name ideas: has to be linked to missing home, connecting with home, family or building a home. 

John Lewis made s i m p l e.

s t y l e for JL. 






b e t t e r.

behoove – to fit. 

majority of the things on the john lewis site are designed with writing. the store however is a lot more visual and spaced out. i have an idea to style the application a similar way to how john lewis design their store. Spacious, set departments with splashes of colour giving the company a much more modern feel.

concept board : mood board.

john lewis


Working through this project first focusing on researching the company has helped me to really pull some conceptual ideas out the bag. I am excited to now be working on this project and feel I am at a good stage to start designing my visuals. 


What | Who are Urbanites?

Reading through my John Lewis brief I have picked up on a few important aspects of the brief which must be portrayed in my project for John Lewis. The area I was stuck with was understanding the meaning of Urbanites. I should most probably know what this word means seen as I pretty much match up to at least half of the characteristics. The city never sleeps and neither do Urbanities. 


Urbanites are people who are constantly busy, who either live, work or study in the city. This term is connected to a range of age groups and is defined by commonalities (people who have or share things in common.) They are constantly on the move and thoroughly enjoy being busy, weather it’s work related or a social event. A strong urbanite audience stays connected and are pretty much sharing their interests daily and the city being the perfect place full of amazing people and opportunities. 

Characteristics of Urbanites

Highly sociable characters, Constantly working hard, Not having time, Early adopters of new technology and being financial Jugglers. 

I can relate to this pretty much moving to the city a 7 years ago and working and studying constantly ever since. Trying to find the time to socialise with friends and family can be very stressful due to the work loads us creatives have to handle. 

To help me to gain some more information linked to The Urban Life and Urbanities I have looked at an article written for the Time by Alice Park titled Stressed in the City: How Urban Life May Change Your Brain. Alice expresses how living the Urban Life can really effect our health in many ways, constantly being on the move is good in ways however we all need to rest, relax and recharge our minds not just our batteries. An important quote found in this article helped me to realise what it is Urbanites need. “In general when it comes to stress, it’s important to keep a balance. These results suggest the need to keep things in balance so after a period of working hard, you balance that with a period of off-time as well.”



After reading this article I am interested in learning more about my target audience and have noted down some important steps which will help me throughout my design development for this project. 

CV Pocket

Looking into creative ways of protecting my professional Cv. 

I wanted to look at ways of making my cv unique and resemble me as a person as well as an artist. I have noticed that in every aspect of life I am a perfectionist weather it’s the work I create, the things I buy I am very specific with my choices. I also love to take care of what is mine. To create a nice way of displaying and protecting my CV I have been working on a pocket and thinking of different ways to design this. I am sticking with my current pattern used as a frame on the official document and have also experimented with different colours to produce a label for the front with my name and title on. 

These are the first 3 design ideas I worked on adding a simple coloured box to my colourful design piece working as a base for my label and inserting my type on top of the box. The pocket is designed to simply protect the document and is easily accessible. 


Being unsure of the above labels I have taken some more time to create some new label strips for my folder|pocket. Sticking to the dark blue which at this stage in my eyes work works best. I have extended the box to the edges which could maybe work as a label | band around my wallet to give the wallet 3 creative elements.  


Cv Folder Front I.jpg


I will be spending more time working on some completely new designs using colours and patterns once I have worked a little more on my visual identity i.e. Who I am as an artist and what I am looking to recreate. 


Curriculum Vitae

The story behind my Identity

Over the Summer I had been focusing on my visual Identity. I have been struggling with coming away from my current Visual Identity which is known as Goldxnsoul. The name is very much linked to my childhood experience. Growing up and living with my Mother and Sister in a small house was very difficult at times, living in a small space, always being around each other can be complicated. However, I have to admit that my childhood and this experience had taught me so much. 

My mother would always call me the golden child as I was the shy one. In other words out of me and my sister the one who would never misbehave. Being shy and very much keeping myself to myself I was very connected with my interests and myself. I spent a lot of my time listening to music, reading and focusing on my well being in spiritual ways. This is where the second part of my visual identity name. 

I really do not want to let go of my current name however, I am looking to discuss this with my studio tutors to see if they feel it will work professional when being a part of the creative industry. 

stage | Cv Design Ideas 

I have been working on creating some layouts for my cv. I want the writing to look organised but displayed in a way where it can be read in a structured order. After researching different layouts of cv’s online previously I had worked freely using different layouts to see which one would work best. 

First Cv Layout 


This was my first layout idea using one of my favourite formal typefaces Didot. I feel it is important to use the things that represent you whilst creating your visual identity. I am unsure of sticking to this type face as it may be too formal for my style or expressing myself as an artist. My second attempt was to move the writing to different areas and also change the font to see if another would work better. 

new new cv.png

I have experimented with changing the previous font to another of my favourite typefaces called Dolce Vita Heavy & Dolce Vita Light. I also wanted to play around with my layout and the colour of the font to see if a softer tone would work better. 

Adding Colour & Design

I am an artist who loves colour and the majority of my design work is created using a range of soulful colours and patterns. I have framed the information written on my cv with one of my pattern designs.


The above image is one of my independent design pieces. I have used a variety colours which I feel are some of my favourite colours, being warming and soulful. I have created two different frames for my Cv which I am thinking of using

I then placed my information on top of the background I felt worked best for the amount of writing I had included. I feel the background used as frame for the information works well instead of placing the type straight on top of the image as this would make my cv very difficult to read. 

Cv Design I New.jpg


I am very happy with my first cv design however I would like to experiment with some more backgrounds as well as different ways of framing my information and the fonts used. I may also be changing my logo and identity name however I have not come up with a solid decision as of yet. 

Summer Show

Presentation No.1

The start of organising this years summer show.

Over the past couple of weeks we were grouped into two separate groups in our studios to put together two separate presentations based on our ideas for the summer show space. How we would like to layout the exhibitions, the colour scheme, the materials, signage and handouts. 

Our first task was for the two groups to both visit three exhibitions to get some inspiration based on exhibition spaces and how they are curated. Kat, Adam, John, Jeremy and Clelia & I split up into pairs to gathered a fair amount of information covering all the above areas needed for our planning. Clelia & I went to my auntie’s good friend and Photographer Mr Cleveland Aaron. He had put together a beautiful exhibition called ‘Shapes From The Streets’ The entire exhibition was sponsored by Olympus. The exhibit was an inspiring experience helping us to work on our own exhibition professionally. 

Clelia and I put together 4 pages focusing on the different elements. We first focused on the display, simplicity the space and keeping expenses in mind which is pretty important when unsure of our budget. Together collected examples of signage from the online webpage Pinterest. Signage such as wayfinding’s, exhibition title, posters and more. We also focused on colours and which colours would work best for our space and projects. We mainly focused on White, Black, Brown & Blue shades. We then looked into different surface materials and furniture which we felt would work best for displaying our work Wood surfaces, white walls and grey flooring. To brighten up the space the blue would work well not taking attention away from our work and working pretty well with most other colours. Layouts and framing was added to our research also. 

Presentation Slides


Kat had put together two very nice slides which also illustrated how she would like the exhibition to be displayed. It was nice to see that Kat had also looked at the same floor typography. Below are her two slides. 


Jeremy had put together a slide showing his research from his trip to the Design Museum. It was nice to see some different examples of signage and the ways different spaces had been displayed. 

slide 8.png

The last two slides were created by Adam and Jonathan. They had come up with a beautiful concept based on how we could possibly display the exhibition space with a good explanation as to why it would would perfectly well. 



On the day of the presentation we each discussed our own slides. The feedback was gained from Ricardo and our studio peers seemed very positive and promising. We are looking to have a meeting soon to discuss which concept we feel will work best for our studio. 

Official Meeting

1st Meeting with Whitney, Nicole & Emily.

Today was the first official meeting with the Oh Gee Pie ladies and my studio tutor Emily Penny. After surprisingly winning the the client brief my studio worked on last term, I now have the chance to work with Whitney and Nicole properly helping to create their brand identity. I have created a few designs last term for my studio project and for OGP that they were both really happy with.


I have included my feedback from last terms work which I feel will help viewers to understand the direction in which OGP wanted me to go for as well as a reminded for myself.

Definite understanding of who we are and where we are going with our pies and concept. Found a way to weave it into every fabric of the presentation. Would like to see how we could tie a bit more of ourselves into the brand and make it a bit more personal – female brand. Infinity, peace, namaste – we loved it! 

Logo – Loved that everything ties together, simple and elegant

Packaging – love the idea of a circular box

Absolutely loved how creative you got with the textures/backgrounds. We love the idea of having multiple images to work with. You definitely got our vision!!! They also really liked aspects of both Zara and Clelia’s work from the OGP projects so I am looking to work with them both using and intwining our design ideas into one. 


A Little About N&W

Nicole Page and Whitney Papa finished a masters degree in public administration at London Metropolitan University last summer. After successfully graduating they decided to work together on creating their own company based around one of their best interests. Something they had both grown up with, baking. The won the Accelerators big idea competition and everything has been escalating amazingly ever since. I feel this is a good experience for me working with graduates from London Met being a current student here.


I had taken down a page full of important notes to look back at whilst working. Emily has also taken down some important notes for me whilst I was in mid conversation with Whitney and Nicole at our meeting.



I feel this meeting was very organised and has helped me to start my internship on a positive note. I am looking to schedule a second meeting with them both very soon after making some changes to their logo design which I started working on last term. I am also looking to book a meeting with Sara to help me gain some different feedback. 

Biggest Competitors

Who are John Lewis’s biggest competitors & why?

John Lewis is known to be one of the most successful non-budget nationwide department stores in the Uk. However it still has a few competitors. Debenhams | House of Fraser | Marks & Spencer. These three department stores are also very well known for their customer service, advertising and companies as a whole. 


Debenhams is one of the top international, multi-channel brands with a strong British heritage and culture trading over 240 stores across 27 countries giving it’s customers a unique and exclusive varieties of it’s own personal brands, popular, successful international brands and also concessions. Debenhams is a store know for investing in it’s design for the past 20 years through it’s featured designers and Debenhams own portfolio of brands. Current designers behind Debenhams being: Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Betty Jackson, Stephen Jones, Ben de Lisi, Todd Lynn, Julien Macdonald, Laura Oakes, Jenny Packham, Ren Pearce and Andrew Fionda, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton, Eric Van Peterson and Matthew Williamson.  

Key Elements 
Fashion for All Ages | Beauty | Home | Furniture | Toys | Gifts | Electricals | Sports&Leisure | Weddings | Blue Cross Sale

Debenhams also supports several charities. They believe in a good cause, doing their very best to raise awareness and money to helping others. They support charities such as: Children in Need, Breast Cancer Now & Help the Heroes. Three very well known, successful charities in the Uk. They have a very strong social media platform helping to promote the charities they support, the stores they run and also the products they sell. They have three very popular blog sites The original Debenhams blog, The Beauty Club blog & The H! by Henry Holland. All displaying different elements of the company. Their other social networks include Twitter, Facebook, YouTube, Flickr, Foursquare & Polyvore. Debenhams Competitions giving customers the chance to win holidays and limited edition good sold in store. Debenhams direct a membership where customers can receive discounts in store and at online. They have also won up to 20+ awards since 2008.


Key Elements 
Fashion for All Ages | Beauty | Kid&Toys | Home&Garden | Electrical’s  Furniture | Gifts&Weddings

House of Fraser known by regular customers as HoF. We’ve been on a mission to provide your with the luxuries of life, your hearts desires. A whole universe full of your favourite things. They have grown and become amazingly known for their customer service and what they sell. HoF has been around for a good 150 years and still standing. Since 1994 they have been delivering goods and on the stock exchange for £484 million. A major refurbishment programme began and had made major changes for the company. Their social media platforms include YouTube, Twitter, Facebook, Instagram & Pinterest where they promote their weekly sales, products and updates. They also work with charities such as Sparks for Children’s health, SwanUk & Walkthewalk.  House of Fraser have 60 successful Uk stores and more across the globe. 


Key Elements 
Fashion for All Ages | Lingerie | Beauty | Home & Furniture | Food & Wine | Flowers & Gifts | Offers | Sale | M&S Bank

It has been reviewed and analysed online that Marks and Spencer’s happens to be John Lewis’s biggest competitor. From it’s store management, customer service and promotional ways Marks serves in many similar ways to which John Lewis does. Being one of the UK’s leading retailers who have successfully opened  1,382 stores worldwide are in competition with John Lewis. This is an amazing achievement as M&S continues to grow. With it’s British culture and perfectly indulgent advertisements warming viewers to want to try the quality of M&S’s food at such a great value. Marks and Spencer’s works similarly to John Lewis in the way were they very much focus on bringing something different to the table each seasons for special occasions. As well as selling food they also sell high-quality,  fashionable own brand clothing being one of the best selling men & woman’s retailers at market leading position. Customers have trusted M&S to behave in a responsible way.

In a world facing rapidly growing environmental and social challenges, we believe we can make a difference by leading the way on truly sustainable change.”

They also work in the magical way of bringing occasions such as Christmas and Easter to our screens enticing the family with love.


After researching John Lewis and their competitors has helped me to touch point on some of John Lewis’s best qualities and how they could maybe be highlighted within my project. So far I have collected key words such as Love, Family, Home, Occasions & Magic. These are words I am looking to maybe include through signage or messaging.