Joely Bytheway
Graphic Communication and Illustration
A creative designer using bold colours and illustration to produce impactful campaigns.
Final year project
Bloom
Bloom - The Conversation is Open
Despite affecting half the population, Menopause remains an ultimate taboo. The impact this has on Women's personal and professional lives cannot go unaddressed. Bloom is a brand that works to open the conversation; creating a community for women to learn, share and grow!
Bloom - Infuse and Let Loose - Tea Bags
In order to start the conversation, Bloom launched the Tea & Talk campaign. This includes the creation of custom made tea bags that work as a social focal point to bring people together and create a moment to chat.
The teabags can be personalised to each Women's specific symptoms of Menopause. Not only are they bent on vitalising herbs and botanicals that can soothe their symptoms, but they also provide information to increase their knowledge and help them learn more about their experiences.
The illustrations are based on the symptoms of menopause, incorporating them within an uplifting floral visual identity to showcase how together, we flourish!
Be The Inspiration
The lack of positive role models in the sporting world is a major contributor to the disengagement girls feel as they grow up. The #BeTheInspiration campaign looks at celebrating the inspiring sportswomen who are breaking boundaries in their field, in order to reignite young girls’ passion for sport and exercise.
The main output includes illustrative murals that are focused on depicting individual challenges women have faced along their sporting journeys. The uplifting messages allow the audience to relate this to their own struggles and feel confident in their ability to overcome them. They are the inspiration.
Bloom - Brand Identity
Within this project, I worked to create a visual identity that reflects the empowering and positive message of the brand. The outcomes focus on abstract floral-inspired illustrations and patterns that utilise a bold colour palette of warm orange, pinks and reds to suit the topic.
These are incorporated across the brand outputs such as product packaging, website, social media and poster activation.
Bloom - Animation Stills
The message is spread further using animated activation content on social media platforms such as Instagram. This increases audience engagement to allow the Bloom community to grow online and provide a space for like-minded women to share their personal menopause experiences.
Be The Inspiration - Mural Locations
In partnership with Sport England and the National School Games hosted at Loughborough University, the murals work to provide inspiration to the young athletes attending and spread awareness of the campaign.
They will be situated around the town and campus upon arrival at the games (at locations such as the train station, main entrance and main square). This allows the positive messages to unfold throughout their journey to the event.
Be The Inspiration - Artwork Illustration
Throughout the project, I focused on developing an illustrative style that was dynamic and impactful. The murals visualise the individual journey each sportswoman has overcome - looking at themes such as body image, performance anxiety and depression through a combination of image and text. The exaggerated forms of the women highlight their strength and the use of real-life quotes provide personal insight into their stories for the audience to connect with.
Walkie Talkies
Split the Flavour, Share the Moment - Collaborative project with Molly Ohayon.
This project was developed in response to Walker's D&AD brief, working to tackle issues of mental well-being in the younger generation - who often struggle to open up about their feelings.
Our idea focused on splitting the nation's favourite crisp flavours as a motive to get the conversation started. We have created a pitch video for Walker's that explains this concept and our campaign aims.
Joely Bytheway
Final year project
Bloom
Work Experience
September 2020 - September 2021 // Junior Designer - Makino Design, Tokyo
During my placement year, I worked for Makino as their Graphic Designer. It was great to experience real-life projects, providing the opportunity to work and grow alongside a small team of creatives. My role included overseeing a range of design specialities such as logo and font design, branding and user experience software design. This gave me lots of responsibility within the design process and the ability to challenge my own skills. Additionally, the opportunity to experience a new culture by working alongside Japanese colleagues was invaluable.