Louie Zeegen Portfolio 2014

Louie Zeegen
copywriter / writer
+44 (0) 7769 225296
louiezeegen@outlook.com
Portfolio
Louie Zeegen
Portfolio
Contents
Copywriter
Elmwood / Branding and design agency:
Make Mine a Builders / Tea company
Turnbull Ripley / Design agency:
Venquis / Recruitment company
Music / Design agency:
Canterbury of New Zealand / Rugby clothing company
Exchange Quay / Business park
The Big Do / The Christie Hospitals charity event
Wicksteed Park / Amusement park
Writer
People of Print / Online blog / selected posts:
Jack Bailey / Blog post / 13/05/2014
2014 Sony World Photography Awards / Blog post / 08/05/2014
Craig Oldham / Blog post / 18/04/2014
Computer Arts Magazine:
Nag and Persist, its the Only Way / Opinion piece
April 2013
Its Nice That / Online blog:
Proteins Olympic Themed Show / Blog post / 06/08/2012
Perfect Photos of Ping-pong Players / Blog post / 03/08/2012
Touching Tribute From Martin Usborne / Blog post / 02/08/2012
Project objectives
- To develop packaging copy for a limited edition Brazil World Cup 2014 box for their tea
- To get across the core brand values of Make Mine a Builders, what sets them apart from other tea companies
- How the new packaging is related to the older packaging. The new box must be new and exciting but instantly recognisable
as Make Mine a Builders
What needs to be created/what are the deliverables?
- Copy for 5 sides of the new limited edition Brazil World Cup 2014 box for tea
Who is the communication aimed at?
- Exisiting consumers of Make Mine a Builders tea
- Any potential customers who may be draw towards World Cup edition packaging
Message
- Make Mine a Builders is supporting the World Cup
- Make Mine a Builders has a tongue-in-cheek, comic tone of voice that is playful but also aware of current events
Louie Zeegen
Portfolio / copywriter
Elmwood / Branding and design agency
Make Mine a Builders / tea company
Brief for Make Mine a Builders
Louie Zeegen
Elmwood / Branding and design agency
Make Mine a Builders / Tea company
Limited edition World Cup 2014 pack
Project objectives
- To develop a slogan or ethos that could work both customer facing and internally at Venquis recruitment.
- To get across the core brand values of Venquis, what sets them apart from all other recruitment agencies.
- How that slogan can interact with the brand name and sit with the existing website.
- A tagline that embodies everything Venquis are about. For internal dialogues and external facing materials
- Exisiting employees of Venquis
- Any potential clients or customers who may approach Venquis
Message
- Unique and forward thinking recruiters
- Relatively new-kids-on-the-block in the world of recruitment so something inspirational, a go getting tone of voice
Louie Zeegen
Turnbull Ripley / Design agency
Brief for Venquis
Louie Zeegen
Brochure
Louie Zeegen
Brand ethos and message
Project objectives
- To create a multi-channel campaign that resonates directly with the passionate rugby audience
- A creative approach that focusses on the inclusive team nature of the game - story of a team and community
- Subtly portray the parallels between the actions on the rugby pitch and those in everyday life connecting with the core consumers
who have an understanding for the game and its values
- Concept to be authentic and establishes credibility for the Canterbury sports casual product pillar
- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby (not just on the feld).
- Effectively create the REPUBLIC OF RUGBY lifestyle through a combination of still and moving imagery
- Consider how the brand will activate this campaign in order to engage with consumers across a number of channels whilst
communicating a consistent and compelling brand message
- Focus is on EOB1 (Rugby fanatic) and HOB3 (Retired Player)
- This consumer combines sportswear with lifestyle clothing
Message
- Authentic casual rugby brand
- Inclusive, fun, yet aspirational
- Buying into a lifestyle not just a brand - aspirational
- Highly relatable environment for our target market
Louie Zeegen
Music / Design agency
Brief for SS14: Sports Casual
Louie Zeegen
Initial idea
CANTERBURY OF NEW ZEALAND
SS14 SPORTS CASUAL
FILM STORYBOARD:
Leave No Man Behind
Louie Zeegen
CATCH
EVERY
BALL
NEVER
GIVE UP
LEAVE
NO MAN
BEHIND
THE
REPUBLIC
SAYS
Frame one
Start the rst frame with the introduction to the Republic.
No obvious branding, let the viewer want to discover what
the lm and its message is about.
([2 seconds] music starts playing strait away).
To break the pace of the lm, shorter bits of footage
with no type overlaid will be edited in.
(2.5 seconds)
Lads unloading the camping equipment.
(4 seconds)
Jase throws the ball to Femi and he drops it.
(4 seconds)
A big tackle from Liam.
(4 seconds)
Hyperlapse, seamlessly joins together google maps street view.
We propose to use this for the introduction of the lm.
For an example go to http://hyperlapse.tllabs.io
(3 seconds)
A snippet of the lads trying to push the campervan
(3 seconds)
The campervan kicks into action and drives off.
(4 seconds)
Frame three Frame two Frame four
THINK
FAST
Frame ve
Frame ten Frame nine
Frame six Frame eight Frame seven
Frame twelve
Storyboard:
KEEP
ON THE
GRASS
LAUGH THE
LONGEST
Frame eleven
STAND TALL
FIGHT FOR
EQUAL RIGHTS
DONT
THINK
TWICE
GO WITH IT
Connect the previous frame by the typography.
(4 seconds)
Jase laughing, a lot.
(4 seconds)
The lads chatting with each other.
(4 seconds)
The lads ghting for the ball then they all fall over. Music stops insert
sound of the lads falling over and laughing.
(5 seconds)
Louie Zeegen
Storyboard
Frame eighteen Frame seventeen Frame nineteen Frame twenty
SS 14 COLLECTION
Frame thirteen Frame fteen Frame fourteen Frame sixteen
TAKE THE
ROAD LESS
TRAVELLED
JUMP
AROUND
START
SOMETHING
YOU
ARE THE
REPUBLIC.
DONT
ASK WHY
Frame twenty-two Frame twenty-one
BE THE
FIRESTARTER
(4 seconds)
Haka around the campre.
(4 seconds)
The second piece of footage with no text overlaid.
(2.5 seconds)
One by one everyone piles on top of Chris.
(5 seconds)
Femi, Liam and Jamie trying to reach something
out of a tree.
(4 seconds)
Finish with footage of the models walking past the camera.
(4 seconds)
Footage of the lads walking through the woods.
(3 seconds)
End with Republic Of Rugby branding over moving footage.
(3 seconds)
(2 seconds) (2 seconds)
Storyboard:
Louie Zeegen
Storyboard
Louie Zeegen
Portrait advertisement
Project objectives
- Create a multi-channel campaign that resonates with the passionate rugby audience
- A creative approach that focusses on the inclusive team nature and values of the game
- Brand awareness and advocacy - Concept to be authentic and establishes credibility for the Canterbury sports casual product pillar
- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby
- A follow on from the SS14 casual campaign with an enhanced journey and story
- Ensure engagement and an underlying rugby message
- Infuential audience to be captured and made to feel part of the campaign create reason to buy into Canterburys casual range
- Feature a professional player? (TBD)
- Tone of voice = inclusive, relaxed, compelling, spirited, real, aspirational
- Consider how the brand will activate this campaign to engage with consumers across a number of channels whilst communicating a
consistent and compelling brand message
- Focus is on EOB1 (Rugby fanatic) and HOB3 (Retired Player)
- This consumer combines sportswear with lifestyle clothing
Message
- Authentic casual rugby brand
- Inclusive, fun, yet aspirational
- Buying into a lifestyle not just a brand - aspirational
- Highly relatable environment for our target market
Louie Zeegen
Brief for AW14: Sports Casual
Louie Zeegen
Project objectives
- Create a multi-channel campaign that resonates with the passionate rugby audience
- Demonstrate the fabric technologies within the collection in relevant training scenarios (this is a product range that covers all weather, all conditions, all year round)
- To portray a masculine, strong and high quality message through imagery.
- Campaign that resonates with both past and present rugby players.
- Imagery that highlights the dual-use functionality of garments within the range.
- Outlining the cross-merchandising potential with Mercury TCR Control.
- Concept to be authentic and establishes credibility for the Canterbury sports training product pillar.
- REAL locations, environments, models credible and believable
- Elevates that message that Canterbury OWNS THE GAME in all areas of rugby.
- Key focus = technicality, quality & functionality
- Four key areas, with differentiation in technology and different needs (may cross over):
o Gym simple, lightweight, multi-purpose
o Run adaptable,
o Contact durable, function, purpose, hardwearing
o Cover Up relaxed style, warmth, water protection
- Feature professional athlete?
- Tone of voice = direct, confdent, hard-wearing, functional, ft for purpose
- Consider how the brand will activate this campaign to engage with consumers across a number of channels whilst communicating a consistent and compelling brand message
- Produce the key campaign deliverables (A) and sell-in pack / toolkit (B) to be utilized to sell in the range at our Global Product Launch
- Competitive Player (HOB1) currently training & playing regularly
- Retired Player (HOB3) used to play, now
Message
- Technical (but without being overtly technical needs to feel real)
- Quality
- Functional
- Credible, believable real (models, locations)
- Hardwearing
- Educational
Louie Zeegen
Brief for AW14: Training
Louie Zeegen
Landscape advertisement
Louie Zeegen
Louie Zeegen
Project objectives
- To reinvigorate Exchange Quay as one of Manchesters premium offce spaces
- To highlight the 10 million investment and modernisation of the area
- To portray the overlooked plus points of Exchange Quay, including:
o Price per sq ft will be very competitive
o Accessible via tram, train and road
o Flexible offer for all sizes of business
o Good on site parking facilities with good ratios
o The morale of the people who work there
- To create a new strap line and tone of voice
- To create a new logo
- These will all lead to on site branding, brochures, web and advertising
- New potential tenants of the business park
Message
- Exchange Quay is a fexible with space
- Its easily accessible via all modes of transport
- It can compete with Salford, Media City and London in terms of price and communications
Louie Zeegen
Brief for Exchange Quay
Louie Zeegen
Print advertisement sequence
Louie Zeegen
Print advertisement sequence
Louie Zeegen
Print advertisement
Louie Zeegen
Print advertisement
Louie Zeegen
Website
Louie Zeegen
Website
Louie Zeegen
Print advertisement
Louie Zeegen
Print advertisement
Louie Zeegen
Emailer
Project objectives
- Christies Month currently exists as an intensive fundraising month where The Christie encourages fundraisers to organise events and
activities to raise money for The Charity. This has grown from being a one day event and extended out to give fundraisers more time
and opportunity to organise events and activities
- The Christie feels that this needs rethinking and Music need to consider a big idea to create an event, like Comic Relief or Children
in Need where there is a longer term build up to an intensive fundraising day
- The campaign needs to engage better with supporters, give them some direction when thinking of fundraising ideas (e.g. Comic
Reliefs 4 options for 2013) and thank them for/ showcase their hard work
- This campaign needs to evolve and be built on each year
- To raise 80K for The Christie
- To aid a wider objective to raise 250M by 2020
- To engage new fundraisers
- A new big idea or event where there is a long term build up to an intensive fundraising day
- The Christie is looking to target new supporters and give inspiration to existing supporters. In terms of a key demographic its diffcult
to pin point as the campaign should appeal to all potential individual supporters (in the same way that Comic Relief/Children in Need
are designed to appeal to a wide audience).
Message
- Fundraise for The Christie
- Your support makes a tangible difference
Brief for The Christie fundraiser
Louie Zeegen
Louie Zeegen
Logo
Louie Zeegen
Poster advertisement
Louie Zeegen
Flyer advertisements
Louie Zeegen
Vehicle / t-shirts / poster
Louie Zeegen
The Big Fuck Off Do
As Music were building the brand for
The Christies new annual fundraiser event,
it only felt right that on
November 1st the agency did something to
raise money.
Along with a team, I was integral in
creating The Big Fuck Off Do and
writing the rules and descriptions for
social media.
It raised 2,296.50 for The Christie.
Project objectives
- Want to re-invigorate and reposition the Wicksteed Park brand
- Create a distinctive standout, unique persona
- A persona that doesnt alienate the current visitor profle
- A persona that refects the parks 1920s heritage and origins
- That can be adapted and work equally well with the secondary business model - the pavillion, the zip-wire
experience, the thematic adventure play zone
- Regenerate the current core proposition into a vibrant, hollistic and more naturallistic experience
- Get Wicksteed Park noticed and even competiting against the UKs other leading amusement parks which
means a c. 50% uplift over the next fve years
- A new branding that works across many communication platforms

- Potential visitors of the park
- Existing visitors of the park
Message
- That Wicksteed Park leads the way in adventurous, educational and imaginitive play in an outstanding heritage
parkland setting and makes people happy and healthy
Brief for Wicksteed Park
Louie Zeegen
Louie Zeegen
Alphabet development
Louie Zeegen
Inital idea
Louie Zeegen
Poster advertisement
Louie Zeegen
Poster advertisment
Louie Zeegen
Portfolio / writer
People of Print / selected
Jack Bailey / Blog post
13/05/2014
Jack Bailey
Jack Bailey is a London based illustrator and designer. His work
uses bright colours and bold shapes to portray the mundane, the
weird and the everyday in a fun way. Jack uses a combination of
print and computer generated techniques to create his hilarious
work.
Theres a strong sense of layout through his use of boxes and
shapes to frame the content, much like classic comics and graphic
novels. He told me that since leaving university hes learning more
about typography and design and is interested in blurring the bound-
aries of design and illustration. You should also check out his sim-
ple GIF animations, he makes them a simple but relevant means to
change the perspective of an idea.
http://www.jack-bailey.com/
2014 Sony World Photography Awards
The 2014 Sony World Photography Awards exhibition opened at the
beginning of May at Somerset House. It features the winning and
shortlisted photographers from the incredible 139,000 submissions
for 166 countries across all disciplines.
From fne art to photojournalism to lifestyle, each of the photogra-
phers showcased has some truly breathtaking work on show.
The section that stuck with me was Mary Ellen Marks photos, she
quite rightly has been awarded the Outstanding Contribution to Pho-
tography accolade. Having said that its a beautiful thing that sees
the awarded student photographers situated just across the hall
from such a renowned photographer.
To try to avoid the clich of theres something for everyone is pretty
impossible with a exhibition this expansive and impressive.
Louie Zeegen
Portfolio / writer
2014 Sony World Photography Awards / Blog post
08/05/2014
Craig Oldham / Hand.Written.Letter.Project
Manchester based Craig Oldham has been pretty busy of late. Hes
done the redesign for D&ADs New Blood and launched his own site
with a great soundboard. But the most charming of his work is the
newly republished and updated Hand.Written.Letter.Project.
A percentage of the proceeds from the book go to the National
Literary Trust and it has double the number of entries since the frst
press. These entries are handwritten greetings from the world of
designs top fgures including Erik Kessels, of KesselsKramer and
Michael Johnson, of Johnson Banks.
The book also features correspondence from people who just had
something they wanted to share. Craigs project a nice little addition
to the bookshelf.
http://www.handwrittenletterproject.com/
http://www.craigoldham.co.uk/
@OffceOfCraig
Louie Zeegen
Portfolio / writer
Craig Oldham / Blog post
18/04/2014
Louie Zeegen
Portfolio / writer
Computer Arts Magazine
April 2013
Fees are higher than ever; job prospects are as low as ever. Its
becoming clear that being a student isnt as glamorous as college made
it out to be, says Louie Zeegen
On 9 December 2010, I was being kettled in Parliament Square while
the House of Commons voted for the Tory policy of a rise in the cap on
tuition fees to 9,000 by a vote of 323 to 302. After the battle had been
lost, we waited countless hours and were fnally able to go home. But
thats now in the past, and students and young creatives alike are faced
not just with the fear of having to pay huge amounts of money, but also
with the reality of it.
When I started my course, the amount of debt that I was faced with
was, and still is, pretty large. Then again, to me at 18, it was just a num-
ber. But now in my fnal year and with job prospects looking bleak that
number is becoming more important. With a quick bit of maths, includ-
ing my loans for tuition and maintenance, Im in a minimum of 21,000
of debt before I even graduate and thats not taking into account over-
drafts and so on. For students graduating two years from now, though,
its even worse. Their tuition fees alone come to 27,000, and after
around 10,500 worth of maintenance loans theyre looking at the best
part of 40,000 of debt.
This piece isnt setting out to weigh up the pros and cons of the new
policies because, well, that would be a fairly one-sided argument. But
enough about fgures and stats now that this is a reality for thousands
of fresh-faced, eager students, the question isnt over the pros and
cons, but of the implications of what the rise in fees means. Obviously,
people are pretty peeved. Arguably it was the young vote that got the
Liberal Democrats anywhere near power. I for one was too young to
vote in the last election, but I know several people who voted for them.
To me, a vote for the Lib Dems was a pseudo-hipster vote for the under-
dog a dog that eventually came back round to bite everyone.
Louie Zeegen
Portfolio / writer
Computer Arts Magazine
April 2013
Theres an air of nervousness around graduation this year. Were
unsure of what comes next, considering that job prospects for
graduates are low. Maybe our nervousness is only natural, but life
beyond university is a daunting one. If Im this worried, with my amount
of debt, I can only imagine what 2014-15s graduates are
going to be feeling. Job anxiety has already begun for some people; a
friend of mine, a second year designer, is already charging 75 a day for
freelance design work, demonstrating that its just as
important to think about work during a degree, to make ends meet. You
try to put the subject youre studying to use and do freelance design
work, which is obviously preferable, or do what I did and
work at Pizza Hut for minimum wage kind of depressing, but once you
weigh up all the free pizza its pretty okay.
Theres a fast realisation between your second and third years that
youve got to get your foot in the door, and get it in there quickly. Its all
very well being to able to charge 75 a day, but Ive found, like many
others, that free work is usually the way to get a potential
employers attention. You can also sieve through websites looking for
vacancies, and now, in the age of Twitter, follow the specifc accounts
tweeting job opportunities. Trouble is, if you do it for long enough it gets
pretty soul destroying but you also might get lucky.
Im yet to do this, but I can feel my day is coming. For example, last
summer, through persistence and borderline nagging, I started a short
placement at Its Nice That on my 20th birthday, followed by
another one at the publishers Marshall Editions and assisting
Anthony Burrill in setting up his Mesa & Cadeira exhibition at
Kemistry Gallery. Its slowly becoming another clich, a mixture of who
you know and what you know. They may have been short
placements, but its odd jobs and free work that puffs up a CV.
When thousands of young people cite their degrees on their CVs,
its about standing out with experience and not relying just on the title
your degree gives you to get a job a job that will hopefully enable you
to pay back what you borrowed to pay those
extortionate fees.
Louie Zeegen
Portfolio / writer
Its Nice That / Online Blog
Proteins Olympic Themed Show / Blog post
06/08/2012
Now you may feel after all the weekends excitement that youre
a bit over the Olympics and the idea of a new show featuring cool
creatives responding to the games may not foat your boat. But
Proteins new show has assembled exactly the right sorts of people and
the results are excellent.
The show features some of Londons most innovative and exciting illus-
trators and designers who were set the task of exploring what
the Olympics mean to them as Londoners and in particular the
concept of Performance (hence the name). The only constraint
was that the only colour palette they were allowed use was that of the
iconic Olympic rings, the rest was up to them.
With a host of great creatives taking part including Oscar Bolton Green,
Tom Edwards, Jack Featherstone and Sophy Hollington
this is an alternative take on a popular theme, an east London
alternative to Central St Martins fabulous FIT show.
Performance runs until August 19 at 18 Hewett Street.
Last year we had a massive response to Ezra Shaws photographs of
the 14th FINA World Championships essentially close-ups of
professional divers doing their thing. Thankfully with the Olympics
underway theres more to add to the collection; close ups of table tennis
players mid-game. Theres no denying that they provide pretty
hilarious light-hearted relief from Olympic fever and even amateur
ping-pongers will empathise with the competitive concentration etched
on these faces. I cant fnd out whoever took these photos
but if youre out there, thank you.
Louie Zeegen
Portfolio / writer
Proteins Olympic Themed Show / Blog post
06/08/2012
Louie Zeegen
Portfolio / writer
Touching Tribute from Martin Usborne / Blog post
02/08/2012
On the future he says: Pavements will move, nurses will be robots and
cars will get smaller and grow wingsI also have an idea that
in about 50 years Hoxton Square will have a new market with
amazing plastic rain-cover. So if it rains the potatoes wont get wet.
I dont know what they will sell. Maybe bowler hats. Nothing much
changes here in the end.
The book serves to show the side of Hoxton and east London that isnt
uber-trendy but is genuine and in many respects unaffected by east
Londons ever-changing identity.
Although the text in the book is pretty profound, the photography is
faultless and never tries too hard. Each photograph is as refreshing and
poignant as the last and every page gives pause for refection.
In all, the book as a whole is a moving experience starring an original
Eastender who at no point fails to make you think, laugh or just
simply appreciate how frst impressions arent gospel. Martin and
Joseph have made a pretty delightful book and half the profts will
go to the subject.
Martin plans to release a new book about east London every year under
the Hoxton Minipress series with the frst 100 sold including
a print. Having set the bar so high, we cant wait to see the
next offering.
Usually preoccupied with photographing and/or saving animals (check
out his good deeds on his Twitter feed), Martin Usborne has taken a
break to launch a series called Hoxton Minipress. Its frst publication,
Ive Lived in East London for 85 Years focuses
(perhaps unsurprisingly) on Joseph Markovitch who has lived in
east London for 85 years.
Its an extended hardback version of a paperback Martin frst
produced in 2008, and at a time when east London is under the
ever watchful eye of the global media during the Olympic games,
it provides a hugely endearing, touching and ultimately humorous point
of view of the East End from one of its longest-term residents.
As Usborne writes in the introduction about his frst impression of Jo-
seph: My intentions were selfsh, I thought he was amusing, I thought
he was drunk and readers might be forgiven for initially
feeling the same. But Martin learned, and we learn that Joseph
is a marginalised man with a unique take on the modern world.
From its cover you could be fooled into thinking it was just another se-
lection of portraits of old and interesting people, but whats
inside is a fantastic photographic documentation of one of Hoxtons
most interesting residents, intercut with conversational quotes from Jo-
seph which read like poetry.
Dealing with quintessential subject matter such as childhood, art
and religion in a playful and comical way, Joseph unknowingly
provides a thought-provoking commentary on the state of the world.
Louie Zeegen
Portfolio / writer
Touching Tribute from Martin Usborne / Blog post
02/08/2012
Louie Zeegen
Portfolio
Contact
+44 (0) 7769 225296
louiezeegen@outlook.com
@louiezeegen
uk.linkedin.com/in/louiezeegen
vimeo.com/louiezeegen
93 Mount Pleasant Road
London
SE13 6RG

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