Caitlin Shaw
Graphic Communication and Illustration
I'm an aspiring creative, with a love of creating bright, bold illustrations and developing big ideas that generate positive change
Final year project
Ignite | Penguin Pop-Up | We Ride On
Ignite
This project was a response to the Health and Wellbeing brief set by Creative Conscience.
The pandemic has triggered a mental health crisis. Globally, anxiety and depression levels are up 25%. The last two years have been crazy, but it's time to take charge of our lives again.
Physical activity directly impacts mental health. Movement releases endorphins to improve focus and increase confidence. In Wales, only 22% of adults hit the government recommended exercise target each week. People lack the time, energy and confidence to work out.
Ignite is a community platform championing small changes to improve Wales' health. Ignite will focus on getting office workers across Wales, aged 20-35, to begin building new healthy habits in an inviting way.
Ignite: App Screens
The Ignite app will provide all the tools and features needed to start (and maintain) a new health and fitness journey. The app will offer a supportive community platform, a booking system for local activities, personalised goal-setting and rewards to collect in your trophy cabinet.
Ignite: Campaign
The launch campaign will target the commute and the office. Ignite will partner with Wales' biggest companies to target their employees and offer exclusive perks. There will be brand messaging around the office and exclusive fitness-based events for employees - think puppy yoga and paddle-boarding...
Ignite: Campaign
Commuters will engage with Ignite's messaging on trains, buses and whilst driving to work. There will be branded goodies and free coffee at major train stations across Wales to raise brand awareness. The brand's neon colour and bold type exploration will make Ignite unmissable - encouraging users to get involved and change their health habits one step at a time.
Penguin Pop-Up
This project was a response to the Penguin brief set by D&AD New Blood.
In the last 2 years, almost 70% of people haven't visited a library. Reading is getting lost in today’s hectic world and libraries no longer fit with the fast-paced life we live. Penguin is offering a new space for books, creating a buzz by inviting everyone to share this enjoyable and accessible experience, in real life. The Penguin Pop-Up campaign reimagines the traditional library experience, using bright orange, pop-up containers to host a collection of innovative reading spaces.
Penguin Pop-Up: Across the UK
Launching in London, the containers will begin to appear across the city at hotspots. After the initial launch, containers will pop up all over Britain - giving people in every city an enjoyable library experience. Each Pop-Up will be unique, with activities that link the container’s location to a related book genre. Visitors will be encouraged to take away a free book download with them - encouraging new reading habits and lots of conversations about books.
We Ride On
We Ride On is a community to supports young female cyclists with their transition away from elite-level sports.
Stepping away from competitive sports can be tough, with athletes left feeling like a failure, struggling with their identity and feeling burnt out. We Ride On is designed to empower these young women, restoring confidence and positive energy - making them feel strong again.
The campaign has two parts - a welcome box filled with messages of encouragement and bold illustrations, and a physical activation event with a strong community feel and unique touch-points for the day.
We Ride On: Journal Postcards
The first part of the launch campaign is a welcome box. This will be sent to new community members after they have decided to stop competing. Upon unboxing the user will discover a set of journal postcards, a ticket for the launch event and other branded goodies. This image shows the journal postcards, designed to allow riders to reflect on their time in competitive sport in a positive way.
I built a strong campaign identity by featuring bold female figures in my illustrations, using bright colours and creating drawn logo marks. This work reflects as a creative, and I am proud of how I expressed my unique life experiences as an athlete in this project.
Caitlin Shaw
Final year project
Ignite | Penguin Pop-Up | We Ride On
Awards
Shortlist for 'LSU Welfare and Diversity Sub-Committee Member of the Year' 2020
For my work as Media and Communications Officer for Loughborough Women's Network. During my volunteer role, I rebranded the association, launched 'Woman Crush Wednesday's on social and created the visual identity for International Women's Week 2020.
Work Experience
Design and Creative Intern | S3 Advertising | August 2021
During the summer before my final year, I worked as a Design Intern at S3 Advertising, an independent creative agency based in Cardiff. I worked alongside the Design team on branding, illustration, social media and print campaign projects, for clients such as Clogau Gold and lovetovisit.com. I gained a greater understanding of how to develop creative ideas and built and presented a client pitch for the first time. This opportunity taught me how agency life works, seeing projects go from client brief to production. This fast-paced, creative environment sparked an interest in advertising, which I hope to pursue post-grad.
Communications Intern | Office for National Statistics (ONS) | August 2020 - February 2021
During my placement year, I worked as a Communications Intern at the Office for National Statistics (ONS). My role was within the External Affairs team, where I communicated confidently with key external stakeholders and across the organisation. I was responsible for distributing statistical bulletins to relevant stakeholders, and reporting their usage using social media monitoring. I completed a number of internal and external design projects during my internship. This included designing a slide deck for National Statistician to present at the RSS Global Conference, redesigning the Stakeholder Engagement Training delivered by my team, and creating a division-wide corporate strategy document for new starters.
I was given lots of responsibility in my role, and this experience helped me gain confidence in a professional environment. I was praised for my proactive approach to new tasks and supportive nature when helping the team reach our goals.