P&G Fabric Care
Creating effective key visual designs for Southeast Asia
Key visuals are one of the biggest business drivers for our Fabric Care clients in P&G.
As design lead, I introduced significant changes to improve the design language for our key accounts in fabric care - Downy, Tide and Ariel.
Making key changes on key visuals:
Leading development with design thinking
Intelligent design thinking at the beginning of each visual project is integral in the campaign’s success. I always start work by finding the right inspiration that will set directions and convey my creative intent.
In this exploratory stage, I am intentional with my design elements and make sure that there is logic and brand and market relevance behind every thing we use.
Design Concept: “The Freshness Experience”
We needed to show the 24-hour Downy freshness by showing a day in the life of a person. To visualise this, I explored using circular panoramic photography to give the still image a more immersive appeal.
2. Collaborating with P&G Design Team to help elevate design principles
As the agency design lead, I had constant catchups with our client’s design team. We would conversations on ways to constantly understand and improve P&G branding principles.
Specifically for Downy, a brand that always uses petals, I collaborated with the brand team to elevate their use of this device. From just petals, I recommended the blooming action to apply more depth to the visuals.
3. Elevating craft and execution
A design lead challenges briefs to ensure that the objectives are visually translated in the best way possible.
I always look for opportunities to explore different ways to tell a story. For this project, I encouraged the brand to try different photography angles and styles. From just eye-level shots, I challenged the brand to do different angles that change the tonality of the visual.
A collection of work for Fabric Care
