Ciaraleaf Meaney, Art Director

Early concept work

ciara — Sat, 23 Feb 2013 14:37:24 +0000

Plush sky

ciara — Sun, 13 Jan 2013 20:54:10 +0000

En route

Brownlee

admin — Sun, 02 Sep 2012 17:41:55 +0000

Victoria Park, London

Park in the sea mid lunch

admin — Sun, 24 Jun 2012 14:47:59 +0000

Cinque Terre, Italy

The Blister

admin — Sun, 24 Jun 2012 14:46:54 +0000

A la maison, Paris

Frieda in the sky

admin — Sun, 24 Jun 2012 14:46:27 +0000

En route

Lamb in blanket

admin — Sat, 02 Jun 2012 15:41:21 +0000

Victoria Park

Plush sky

admin — Sat, 02 Jun 2012 15:40:22 +0000

En route

Webshop

ciara — Thu, 12 Jan 2012 12:00:29 +0000

Quintessentially British fragrance brand Jo Malone is renowned for its iconic fragrances and luxury products. Our brief was to restructure and refresh the E Com site and highlight the four main brand pillars; Fragrance Combining, Scent Surround, Art of Gift Giving and the World of Jo Malone. I was responsible for the IA, Art Direction, Design and overseeing the build of the website. We structured the site based around two user journeys: one rational journey for those already familiar with the products, and the other an immersive brand experience where users could learn about and discover the products. The full screen homepage design allowed Jo Malone to immerse their audience in the new brand direction with stunning campaign imagery by photographer Tim Walker. We also worked with Illustrator Yoco to create illustrations and icons throughout the website. The results were hugely positive with an increase in sales and decrease in basket abandonment.

WINNER OF BEST ONLINE BRAND EXPERIENCE GOLDEN CHARIOT AWARDS

IA, Art Direction & Design: Ciaraleaf Meaney

Olympic Campaign

ciara — Wed, 11 Jan 2012 12:00:55 +0000

How do we get two Westfield centres to have an important role during the Olympics? Challenge both the Westfield Stratford City and the Westfield London communities to represent their side of the capital, turning local pride into Olympic legacy for the official 2012 shopping centres.

#I WAS THERE EAST vs WEST Competition

‘I was there’ tells the story of London’s Olympic summer, mobilising Westfield’s communities on both sides of the capital and highlighting the brand’s 2012 partnership. The activity coincided with the 75th Anniversary celebrations of the Mass Observation Movement, a landmark British project that recruited ordinary people to document their lives and experiences through diaries, surveys and other real-time tools. I was the creative lead on the initial pitch, working with copywriter Stef Macbeth on the concept and creative strategy. Participation was simple: sign-up to Team East or Team West and share your experiences via your own social media channels. The biggest team wins. To support participation, a programme of prompts, questions and initiatives were pushed out through digital channels, in-centre communications and roving teams. The campaign was hugely successful, with Westfield Stratford City being the 9th most checked into place in the whole of the UK via Facebook in 2012.

In-store Advertising

Audiences were encouraged to represent their side of the city with in-store advertising.

Facebook

Each centre has its own Facebook channel, communities were encouraged to sign up and participate with content from the growing #IWasThere community and the roaming reporters we had in the centres.

Website

The website was the hub of the activity, containing all the Twitter, Facebook, Instagram and roving reporter content. Users could sign up and view their team and the rivals teams on the leaderboard and share all the #IWASTHERE content. Concept: Ciaraleaf Meaney & Stef Macbeth Art Direction: Ciaraleaf Meaney Design: Sarah Hodges Copy: Stef Macbeth

Stratford City Launch Campaign

ciara — Wed, 11 Jan 2012 11:00:29 +0000

We discovered that, reinvention – personal, social, artistic, entrepreneurial – is the thread that binds the story of Westfield to the story of London. This became the theme that underpinned the launch. From the concept we created a microsite, documentary films, photo essays and a Facebook app. Through the authentic stories of East London residents, plus initiatives to involve people, we refocused the conversation back onto the regeneration of one of Europe’s most deprived neighbourhoods. Westfield’s story became the community’s story.

Create your take Facebook App

My responsibility was the IA, design and art direction of the App. The Create Your Take competition was Westfield's invitation to audiences to reinvent an east London classic. A prize fund grew with each 'Like' submitted, with the winners decided by a combination of independent local bloggers and public vote. In just its first week, more than a million visitors passed through Westfield Stratford City’s doors, smashing all previous records. Concept: Sarah Hodges & Stef Macbeth IA, Art Direction & Design: Ciaraleaf Meaney Copy: Stef Macbeth

Webshop & Editorial

ciara — Wed, 11 Jan 2012 10:00:49 +0000

Proposal redesign for LK Bennett's webshop using their lookbook and campaign content. Responsive grid homepage design showcasing their promotions and editorial content.

Product detail page

Keeping the functionality but showcasing the quality of the product was the aim of the proposal. We proposed some easy quick wins, tweetable length product descriptions, detailed zoom view as default and enlarging product detail images.

Editorial

LK Bennett have some great heritage, we proposed showcasing this with real archival images and tying the content back to real products from their current collections.

Birthday Campaign

ciara — Tue, 10 Jan 2012 12:00:54 +0000

Over 70 films personalised by name and 50 personalised by age, was what it took to create a custom birthday message for 65% of Guinness’s email database. So if your name is Gareth, then this film was made for you. The brief was to wish all Guinness’s loyal consumers Happy Birthday on their birthday, but in a way that got them drinking Guinness with friends as soon as possible (obviously). So we sent 30,000 people a personalised email message. The campaign was hugely successful, 60% opened the email, 95% of those interacted and we don’t know exactly how many pints were drunk, but judging by the figures, quite a few.

GRAND PRIX WINNER & BEST DIGITAL MEDIA

PRECISION MARKETING AWARDS

GRAND PRIX WINNER & GOLD WINNER FMCG

DMA AWARDS

WINNER OF BEST USE OF EMERGING DIGITAL CHANNEL & EMAIL IN CRM CAMPAIGN

CONNECT AWARDS

FEATURED IN 2007, ISSUE 3

DIRECTORY, NEW IDEAS IN DIRECT MARKETING

Birthday Email

Each person on the Guinness database received an email on their birthday. We figured they'd probably be in work when they got it and so presumed they'd rather be down the pub.

Personalised Birthday Film

Each birthday girl or boy was then greeted by name, by a friendly barman, who had a pint " ready and waiting " for them. On realising he couldn't get the pint through the screen, they were invited to come down to a pub of their choice and to invite their friends to come too.

Personalised Friend's Invite Film

Each invited friend received another film, with the barman, asking had they forgot their friends birthday? He's 34 today ( we personalised each film with the right age). They were encouraged to get down the pub and to bring some more mates too. You can watch the film here Concept: Ciaraleaf Meaney & Phil Rhodes IA, Art Direction & Design: Ciaraleaf Meaney Copy: Phil Rhodes

Global Brand Positioning & UK Toolkit

ciara — Mon, 09 Jan 2012 12:00:29 +0000

Global drinks company Brown-Forman had a premium vodka brand that kicked the competition out of the park in taste tests but lacked emotional resonance with its audience. What part could Finlandia play in the lives of young urbanites?

Live Rich

Copywriter Stef Macbeth and I came up with Live Rich, a mantra for living a life of new experiences and perpetual discovery. Out of the thought came a radical yet simple creative strategy: give people meaningful stuff to discover and interesting experiences to share. Pitched initially to Brown-Forman UK, we were invited back to present to the global team, who adopted Live Rich as the brand positioning for all their markets. We were responsible for delivering a UK toolkit, including Tone of Voice guidelines and a Key Visual language. On the strength of the Finlandia work, Story was also awarded the global account for a second Brown-Forman brand, without pitch.

Posters

The visual language used collage to create a smorgasbord of rich yet accessible experiences. The torn fragments of paper reflecting how the mind mashes all sorts of experiences together. Each image tells a story – and online audiences were invited to share their own versions of living rich.

Napkins

Our Tone of Voice concept was 'the inner voice of the explorer' – irreverent, unapologetic, inspiring. The strategy was to leave messages and surprises from the 'inner voice' for explorers to discover and then share. These napkins were designed to be left in waiting areas of pubs, bars and lounges.

Facebook

We used Facebook to launch the new brand positioning in the UK. Opening conversations with thought provoking questions and content.

UK Toolkit

Spreads from the interactive toolkit document. Concept & Creative Strategy: Ciaraleaf Meaney & Stef Macbeth Art Direction: Ciaraleaf Meaney Copy: Stef Macbeth

Brand Creation & Webshop

ciara — Mon, 09 Jan 2012 12:00:15 +0000

Most Brits drink terrible coffee. Why? Because they don’t know what ‘Decent Coffee’ is or how to make it. Yep you with the instant cup there, just get rid of it. We decided to use United Coffee’s new consumer brand as a platform to kickstart a revolution. There’s a hip barista trend at the moment, lets take some of that but make it way more accessible, the Jamie Oliver approach to the coffee industry. All anyone ever wants is a decent coffee, now you can order it online and make decent coffee at home, in your office and on your staycations, easy.

Brand identity

The ‘Make Decent Coffee’ creative strategy we created was translated across a brand identity, webshop and the content of the website. Even Peter Andre got involved.

Website

The website was a responsive grid design with plenty of areas to promote the brands new revolutionary cry.

Website product pages

Each product detail page, displayed images of ideal consumption moments and film guides for making the best cups of coffee.

Website content pages

Concept & creative strategy: Ciaraleaf Meaney and Stef Macbeth Art Direction, Design & IA: Ciaraleaf Meaney Copy: Stef Macbeth United Coffee is an amalgamation of several smaller coffee manufacturers and is the largest supplier of fresh coffee in the UK. Major corporate clients include McDonald's and several supermarket own brands.

Email Management Services

admin — Sun, 08 Jan 2012 12:00:42 +0000

‘Email management’ may be ‘essential’ but it also sounds quite dull to most people’s ears. If you’re an IT manager, it’s relatively easy to see that Mimecast’s product is game-changing. But IT managers don’t tend to control budgets. Mimecast had developed a great email management solution that needed buy-in from people who couldn’t care less about email management.

The Complexity Monster

The first thing copywriter, Stef Macbeth and I realised was that Mimecast’s story isn’t about IT or cloud based services; it’s about simplicity. This gave us the perfect villain, we introduced him as The Complexity Monster. In our animations, to add a little drama we wrote in plane crashes, malfunctioning Heath Robinson-style contraptions, rockets, explosions and strip searches. The more outrageous the analogy, the better.

Posters

Posters for internal brand engagement. The client signed off a total of 13 animated shorts. These were seeded across all their online channels, as sales tools and as shareable content for IT managers needing to get buy-in from C-level staff.

Introduction Film

Email Continuity Service Film

Email Archiving Service Film

Concept: Ciaraleaf Meaney & Stef Macbeth Art Direction: Ciaraleaf Meaney Copy: Stef Macbeth Illustration and animation: Dom Del Torto ( of Diesel Viral fame ) Mimecast is one of the fastest growing technology companies in the world. They provide cloud-based email management systems for big professional services firms and entertainment clients like LoveFilm and CineWorld.

Webshop, Photography & Film

ciara — Sat, 07 Jan 2012 12:00:09 +0000

People who are prescribed warfarin usually have had heart trouble or blood problems. Warfarin is prescribed for life. The Coaguchek device allows warfarin users to monitor their own blood and manage dosages themselves. Essentially, it frees up the time they would have spent waiting and going to and from clinics, allows them to not feel like patients anymore and gives them back their freedom to work and even go on holiday. It’s a life-changing device.

Webshop

The problem was, nobody really knew anything about the Coaguchek device. With a product that is genuinely life-changing we proposed the best way to raise awareness was to speak to the patients and hear their real stories. We interviewed and filmed patients, creating content which we seeded and syndicated across the web driving audiences to the webshop. I art directed and styled a lifestyle and product shoot, which was shot by photographer Jo Metson Scott. I designed the look and feel and developed the structure for the website, which was implemented by Senior Designer, Wee Bing Tan with my direction. The website has been hugely successful, with more life stories in the pipeline. Roche, who manufacture Coaguchek are currently lobbying the government to get the device on the NHS.

Product detail pages

Lifestyle & Product Photography

IA & Art Direction: Ciaraleaf Meaney Design: Wee Bing Tan Copy: Martin Calladine

Christmas 2011

admin — Fri, 06 Jan 2012 12:00:00 +0000

The annual agency conundrum, the Christmas card. We decided to encourage kisses for Christmas, a little mistletoe to help spread the love. I art directed and styled the shoot, which was shot by photographer Katie Ell. All the talent were Story staff and the location was conveniently, a snow covered Primrose Hill.

Christmas Card

We spread christmas cheer with Christmas cards inviting recipients to head to the website for the festive mistletoe.

Story Website pages

We covered the agency homepage with kissing snow moments and encouraged people to get their mistletoe for Christmas. Art Direction, Design: Ciaraleaf Meaney Copy: Stef Macbeth

FMCG Seminar

admin — Fri, 06 Jan 2012 11:00:22 +0000

A Story seminar that demonstrated the importance of shareable content; the roles different social networks, channels and tools play, and how they can form a joined-up marketing narrative. Audiences were invited to learn how nudge marketing can be applied to social media to progressively move an audience to a goal and how FMCG brands can do this by turning themselves into original media people choose to engage with, explore and recommend to others. Copywriter Tom Newman and I created the tongue in cheek campaign, poking fun at brands that get it wrong. I art directed the product shoot, creating iconic stills of unbranded FMCG products and combined these with a typographic design that emphasised the playful tone of voice.

Posters

Website pages

Concept: Ciaraleaf Meaney & Tom Newman Art Direction, Design: Ciaraleaf Meaney Copy: Tom Newman