JOB TO BE DONE
Build a design system that will use the existing elements of the product key visual to fit within a wide range of outputs for OOH purposes.
Key visual layout composed to advise as a guide for design outputs
SOLUTION
We needed to create a bank of illustrations that fit with the campaign TOV, this initiated me to produce the Key Visual to help guide POS and eCom assets.
Following that, I created a design system that was scalable and could cater for the extreme size differences of OOH within the London Underground. We designed a takeover of Oxford Circus Underground using scented inks and paper to create an immersive experience
Panels were created to help plan out the OOH design system, We used a fly-wall poster effect to bold impactful compositions at any size.
SUCCESS
The campaign spread across TVC, Social and OOH and was LYNX’s most successful, gaining over 1 million unit sales in the first month and a 200% increase in brand awareness. The campaign was so successful that it won a Webby award for ‘Best Growth Strategy’ in 2021.
