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About
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I developed a professional portfolio of marketing materials for British clothing brand Jack Wills, supporting two campaigns aimed at redefining their brand identity. The content includes website copy, Instagram captions, magazine articles, TikTok video scripts and an email newsletter. Each piece reflects the shift from Jack Wills’ heritage roots to a fun, carefree and youthful image that resonates with their target audience of young people.
All written and designed content is by Megan O'Byrne. This project is a fictional mock-up inspired by Jack Wills and is not affiliated with the brand, Cosmopolitan, Refinery29, or any individuals mentioned. Images are credited to Jack Wills or sourced from copyright-free platforms. Owners may request removal at any time.
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"It's a Vibe" is a campaign proposal I developed for fashion brand Jack Wills, aimed at shifting their identity from British heritage to a fun, carefree and youthful image that resonates with today’s young audience.
The website copy delivers brand information in a visually engaging way, using language and phrases familiar to young people, which is reflected in the campaign name itself. The Influencer Edit pages support this refreshed identity, featuring TikTok creators who present Jack Wills as a stylish, relevant and versatile label for a range of occasions.
website copy
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The magazine article "Are Influencers the Secret to Shaping a Brand's Identity?" is an external communication which could be published on media websites such as Refinery29. The article shares information with the audience on why influencers are so beneficial in creating a brand's identity, while also creating a story and voice for the Jack Wills brand itself.
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It's a VIBE!
This year at Jack Wills we are evolving as a brand, creating new and relevant looks that meet the current trends and embracing a wider audience to connect with through fashion. We're elevating the manufacturing of our pieces to give you that guaranteed Jack Wills quality you know and love by partnering with successful licencing agency, Brand Machine Group. Whether you're dressing for the office, working from home or heading to a lecture we've got casual comfy fits to create all the right looks. Head over to the Jack Wills website to enhance your wardrobe today.
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Your latest Gym Fits are HERE!
Whether you want to feel fresh in fitness mode or get that gym glow style, our latest Activewear range has got you covered! Matching sets, essentials range plus new style fits are waiting for you over on our website. Click the link in our bio to grab your favourites while stocks last!
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My aim for the Jack Wills' "Serving Summer" campaign is to showcase their new range of summer clothing to a youthful and relevant target audience. The brand's identity will be developed and depicted through a range of marketing materials to generate a following and audience for the brand. The tone and language portrayed within these writing pieces will help the brand to communicate with the reader and develop a social relationship.
This is an email newsletter which will aim to encourage Jack Wills' target audience to shop their new swimwear range and raise awareness of their "Serving Summer" campaign across social platforms. Email marketing is an effective tool to reconnect with old customers who previously signed up for the newsletter during the previous success era of the brand.
The article "Jack Wills are Serving Summer and we're officially obsessed" is a piece which can showcase the brand's new summer clothing range in a publication such as Cosmopolitan which has a popular reputation when it comes to reviewing and recommending clothing for the Millennial and Gen Z audience. The article discusses the upcoming fashion trends for summer 2023 and develops a brand identity by showing that Jack Wills are a company which are on trend and relevant.
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