Digimarketing for Tourism. Presented at University of the Sunshine Coast
JArmstrong_Portfolio_Overview2
1. details
a creative ideas person used to
developing concepts from initial brief
through to final implementation. With
experience of working to tight deadlines,
delivering high quality art direction and
creative solutions. Turning my passion
for design into commercial success for
my clients
for nearly two decades, I have been creating
innovative work for clients large and small.
With the ability to work with many different
media on many types of projects, including
art direction, strategy, identity, advertising,
moving image, retail and environmental design
this breadth of experience means that I can
orchestrate complex campaigns for global brands
but also cherish smaller projects and collaborate
closely with the client to come up with a solution
that we can all be happy about
with the ability to push the boundaries and the
experience to deliver solutions that suits my
client’s; which is why so many of them keep
coming back project after project
web
https://vimeo.com/user27453851
work
art direction
design
strategy
branding
enviromental
jonathan armstrong
2. jonathan armstrong art direction & design
a global integrated through the line campaign
aimed at the fitness consumer. With multi channel
touch points across the entire consumer journey,
including ATL, online activation, video and retail
advertising
https://vimeo.com/93463963
brand
speedo
project
get speedo fit
4. jonathan armstrong approach
the most important aspect of the photography
approach is that the moments are real. They are
not an interpretation of what fitness swimmers go
through, they’re what they really go through. This
is why Speedo as a brand is able to say they stand
shoulder-to-shoulder with fitness swimmers
art direction & design
intergrated global campaign
brand
speedo
project
get speedo fit
5. jonathan armstrong
GET SPEEDO FITYOU HAVE THE WILL. WE HAVE THE WAY
Instore
Ecommerce and email
PR
Digital
Social Media
Print Advertising
PRINT ADVERTISING
• Advertising assets will be provided for you to
activate the campaign above-the-line
• These will be visually consistent with all other
assets through the 360° activation
• Hero images will show fitness swimmers
in-the-moment
We want swim fitness swimmers to
‘swim smarter’ to get more out of their
time in the water through:
• Swimming with a better technique through
viewing the technique improvement videos
• Wearing body stability swimwear to help
achieve a better technique
• Correct use of training aids to support
their routine - supported by the online
training aids videos
• Using the SpeedoFit app to track their
progress, and set themselves challenges
• Focus on making 1 single change to their
technique per week
LET’S SWIM SMARTER
art direction & design
intergrated global campaign
brand
speedo
project
get speedo fit
strategy
‘big idea’, seasonal objective to help fitness
swimmers to achieve more in the pool, to
improve their technique, and swim smarter,
by encouraging them to focus on ‘making one
small change’
6. jonathan armstrong online
digital strategy to engage consumers on social
media by encouraging them to share their fitness
goals and new year resolutions. “What’s your
fitness goal in 2014?” Digital asset toolkit includes
video and imagery focusing on technique,
supported by the Get Speedo Fit App
http://www.speedo.co.uk
art direction & design
intergrated global campaign
brand
speedo
project
get speedo fit
7. art direction & design
intergrated global campaign
brand
speedo
project
get speedo fit
retailjonathan armstrong
8. art direction
‘look great. love swimming’, a campaign aimed
at the health and wellbeing consumer. With multi
channel touch points across the entire consumer
journey, including ATL, online activation, video
and retail
brand
speedo
project
speedo sculpture
marketing supportjonathan armstrong
9. art direction
intergrated global brand campaign
strategy
‘I feel’- a stategy to encourage women to
share the feelings they get from wearing
our products and the difference it makes
in their lives. By using PR tools and social
media, to make the consumers, Speedo
Sculpture brand advocates
brand
speedo
project
speedo sculpture
jonathan armstrong
12. assets
on & off line
art direction
intergrated global brand campaign
brand
speedo
project
speedo sculpture
jonathan armstrong
13. art direction
identity, branding and photographic commission
to art direct a photo shoot of 12 Speedos
sponsored athletes at the 2013 Fina World
Championships, Barcelona, Spain.
marketing support
https://vimeo.com/93392353
project
fastskin
brand
speedo
jonathan armstrong
19. art direction
intergrated global ‘Summer’ campaign for
Speedo with the aim of encouraging the Speedo
customers to share their ‘Summer Feelings’. Using
PR tools and social media to enable the consumer
to share thier summer stories, pictures, places to
visit and share their travel tips.
brand
speedo
project
get the summer feeling
marketing supportjonathan armstrong
20. art direction & design
intergrated global ‘Summer’ campaign
photographybrand
speedo
project
get the summer feeling
jonathan armstrong
21. onlineart direction & design
intergrated global ‘Summer’ campaign
brand
speedo
project
get the summer feeling
jonathan armstrong
22. retailart direction & design
intergrated global ‘Summer’ campaign
brand
speedo
project
get the summer feeling
jonathan armstrong
S1/14 WATERSHORTS
CAPTURED
MOMENTS
The split second in time that
captures that ‘Summer Feeling’
when you first hit the sea.
The ‘Polaroid’ approach
embraces the spirit of summer
and enables individual markets
to customise the campaign for
their own consumer profiles.
This flexible approach works
whether it be a male watershorts
story, junior, play & fun or a
combination of all.
SpeedoandareregisteredtrademarksofandusedunderlicencefromSpeedoHoldingsB.V.
S1/14 WATERSHORTS
ASSETS
RETAIL TOOL KIT – INSTORE COMS
S1-14_PLAy&FUN_95x100MM_wObbLER
(ARTwORK SUPPLIED)
23. art direction & design
intergrated global brand campaign by world
renowned painter Robert Mcginnes who created
4 paintings that personified the character of the
ellesse brand, ‘living the ellesse life is living
the Dolca Vita’
brand
ellesse
project
‘Sport Della Vita’
advertising
http://vimeo.com/93238762
jonathan armstrong
24. art direction & design
regional product campaign supporting ellesse’s
global retail markets, Italy, Spain, France, South
Korea, South America and South Africa.
brand
ellesse
project
‘Sport Della Vita’
moving image
http://vimeo.com/93233034
jonathan armstrong
25. art direction & design
intergrated global campaign, Circolo ellesse, is
the exclusive sports club for the confident and
sporting elite. This is how you live the Italian dream
in all its glory, this is the Dolce Vita - “the sweet life”
and you’re invited to celebrate.
brand
ellesse
project
circolo ellesse
advertising
http://vimeo.com/93250640
jonathan armstrong
26. art direction & design
intergrated global campaign
brand
ellesse
project
circolo ellesse
assets
digital look book
jonathan armstrong
27. marketing supportart direction & design
intergrated global campaign
brand
ellesse
project
circolo ellesse
jonathan armstrong
29. art direction, design & project managment
exhibition and party working in collaboration with
external events management team for a global
media event held in Rome.
brand
ellesse
project
50th Anniversary
exhibition & partyjonathan armstrong
30. art direction, design & project managment
exhibition and party
brand
ellesse
project
50th Anniversary
exhibition & partyjonathan armstrong
31. art direction, design & project managment
exhibition and party
brand
ellesse
project
50th Anniversary
exhibition & partyjonathan armstrong
32. jonathan armstrong art direction
identity and intergrated brand campaign that
communicate and illustrate the Q feet footwear
range to the active female consumer, positioning
ellesse as the leading global lifestyle brand with
Italian style and attitude. Campaign for the Asian
market launched in South Korea
brand
ellesse
project
stopout
identity
branding and technologies
33. jonathan armstrong art direction
identity and intergrated brand campaign
photographer: Ralf Hoffman
brand
ellesse
project
stopout
advertising
34. jonathan armstrong art direction
identity and intergrated brand campaign
brand
ellesse
project
stopout
retail
tool kit
35. jonathan armstrong art direction
identity and intergrated brand campaign
brand
ellesse
project
stopout
retail
roll out
36. identity
guidelines, tone of voice & positioning
art direction & design
rebranding and positioning for a start up business,
ButterflyTwists, a brand of foldable footwear and
accessories for girls on-the-go. Project included brand
guidelines, tone of voice, packaging, retail presence
and advertising.
brand
butterfly twists
project
rebranding
jonathan armstrong
37. positioning
packaging and POS
art direction & design
rebranding and positioning
brand
butterfly twists
project
rebranding
jonathan armstrong
38. advertisingart direction & design
rebranding and positioning
brand
butterfly twists
project
rebranding
jonathan armstrong
39. art direction & design
Series of fashion press adverts for the 24 teeth
stealth footwear campaign.
lacoste project
24 teeth
advertisingjonathan armstrong
40. art direction & design
advertising campaign, paying homage to
the aesthetic that thrives on mockery and
critical contemp by the kitsch art style of
artist Vladimir Tretchikof
brand
red or dead
project
running round
my head
advertisingjonathan armstrong
41. art direction & designbrand
red or dead
project
running round
my head
advertisingjonathan armstrong
42. art direction
footwear campaign designed to compliment the
Ted Bakers seasonal global positioning creative;
working across all touch points on the consumer
journey from digital to retail, ATL to BTL
brand
ted baker
projecttake the
take the scenic route
retail
tool kit
jonathan armstrong
44. art direction & design
intergrated brand campaign to coinside with the
40th anniversary of a brand,born from the French
student riots of 1968
brand
kickers
project
the feelgood
revolution
identityjonathan armstrong
46. Jonathan Armstrong art direction
intergrated brand campaign
brand
kickers
project
the feelgood
revolution
retails collateralart direction
intergrated brand campaign
brand
kickers
project
the feelgood
revolution
retails collateral
exhibition stand and give away
jonathan armstrong
47. art direction
intergrated brand campaign
project
the feelgood
revolution
retails collateralretails collateralbrand
kickers
jonathan armstrong
48. art direction
intergrated brand campaign
brand
kickers
project
the feelgood
revolution
retails collateralart direction
intergrated brand campaign
brand
kickers
project
the feelgood
revolution
retails collateral
exhibition stand and give away
jonathan armstrong
49. art direction & design
Roos 79, a heritage inspired
footwear collection.
brand
kangaroos
project
79 reissues collection
collateral
identity & press book
jonathan armstrong
50. art direction
30th Anniversary campaign and identity for Roos
79, a heritage inspired footwear collection
brand
kangaroos
project
79 reissues collection
advertisingjonathan armstrong
51. design
creative for the café at Topshops flagship store
in Londons, Oxford Circus
project
topcafé
layoutbrand
topshop
jonathan armstrong
