To create a world for Sloggi to use for a year of campaigns. To appeal to both their young online millennial audience and their older in store audience.

I was brought on in the very first stages of the brief to work with creatives on ideas and concepting. After many routes discussed we landed on ‘Sloggi TV’.

A nod back to the 90s and early 2000s using shopping channel aesthetics that will appeal to the nostalgic trends that millennials enjoy whilst still being recognisable and inclusive for an older audience.

‘Sloggi TV’ enables Sloggi to have a year long campaign to support their underwear lines. Beginning with a shopping channel, they can branch out into other TV show style concepts, all sitting under the Sloggi TV aesthetic.

I designed easter eggs for the shoot for the set including mugs, microphones and mugs. I was present on the shoot day to ensure that design and photography worked together and the frame allowed enough room for the graphics. Offering creative direction when needed. I was also able to start picking selects from the shoot straight away, making sure models and product looked best as possible and worked for the concept.

The outputs for this project included key visuals for in store, social media assets, shop front window displays and marketing collateral like swing tags etc. We provided several KVs, guidelines and module design systems to provide to Sloggi’s other agencies for them to roll out the campaign over social across the world. This also included a pack of stickers to be used on social and out of home.

Release 2024.

Graphic Design

Lead graphic designer: Holly Powell