abbott lyon
summer
Highlighting meticulous craftsmanship in each image, this collection of imagery epitomises brand cohesion, whilst showcasing the brands identity and their emphasis on quality and style at an affordable price point.
Art Direction : Anna Featherstone
Photographer : Oliver James Campbell
Abbott Lyon is a popular UK jewellery retailer, known for their quality jewellery. Their target market is females ranging from 25-40. The brand initially rose in popularity due to stars from Love Island creating collaborative collections, and being featured on the show. This led to the brand being associated with these certain stars, rather than existing as a brand within their own right.
Previously the creative centered heavily around models / well known influencers featuring in imagery, paired with a pink background. For this brief, the brand wanted a new direction.
In light of this, the creative ideation I created was based around their summer 24 collection, and in particular to highlight the quality of each individual piece. The decision to steer away from models came from the brands feedback about wanting to be less attached to a certain name or face, which led to the idea of going down a creative flatlay route.
Above is the mood-board for the creative direction. We decided on forming one creative flatlay, which would have hard lighting evoking sunlight to emphasise the quality of the jewels.
Alongside the main creative flatlay, we took some clean web shots to show the brand how cohesive campaign and ecom photography can be.
To show the brand how these images would work in situ, I created mockups for organic social assets, paid social assets, web banners, mobile banners and emails. I created these using a combination of Adobe XD and Adobe Illustrator.
Above are 3 different variations of desktop banner, to show how easily integratable each image can be whether it is the hero banner, or an image on the PLP.
The below shows the full marketing rollout of banners, email headers, prospective sign up ads and Instagram / Facebook ads.
