GABRIELLE RAMSAY


ABOUT
RESUME


BRAND DESIGN NOT JUST A SHOP
EVOLVE 
TEDxUCINCINNATI

EXPERIENCE DESIGN DESIGN FOR SPORT
BOSTON PUBLIC LIBRARY
DOUGLAS & GATES

DESIGN RESEARCHCARING CULTURE






    INSTAGRAM
    LINKEDIN


    NOT JUST A SHOP 


    FALL 2023
    LONDON, ENGLAND




    PROJECT TEAM ROLES


    CAMPAIGN STRATEGY:
    GABRIELLE RAMSAY & KYLE SCHILLING

    GRAPHIC DESIGN:
    ZOE RYU & GABRIELLE RAMSAY

    MOTION GRAPHICS:
    MONIQUE PULVIRENTI

    LANDMARK RENDERINGS:
    SAYA CHEN

    INTERACTIVE BRAND EXPERIENCE:
    KYLE SCHILLING & CHANYU LU


    BRAND STRATEGY & ACTIVATION
    NOT JUST A SHOP
    Not Just A Shop is a place to find unique gifts, homeware, artwork and fashion created exclusively by students and graduates from University of the Arts London (UAL). They exist to support students who want to run their own product-based businesses by teaching them about working with retailers and galleries. Not Just A Shop tasked my collaborative studio with pitching a marketing campaign to promote one of their product collections. At the end of the semester, they chose one pitch from each three studios to launch as a public campaign. 

    THE BRIEFCreate a range of marketing assets to promote Not Just a Shop’s London Calling product collection.

    MORE TO COME...Our pitch was chosen by Not Just A Shop to be put into production. We are working on final deliverables within their desired scope so hopefully this campaign will be launched in the near future. 

    EXPLORE NOT JUST A SHOP’S LONDON CALLING COLLECTION




    FRAMING THE NARRATIVE



    How can we apply Not Just A Shop’s 
    messaging to the city of London?



    CAMPAIGN MESSAGING

    “Not Just A City, A Calling” takes the syntax Not Just A Shop uses in their name and applies it to London Calling. It evokes the feeling that London is so much more than a tourist destination, just as Not Just A Shop is so much more than a gift shop. By taking their existing messaging and applying it to our campaign, there is a continuity between this campaign and the core brand. “not just a ____, a ____” phrasing is used throughout the campaign to highlight the history and wonder of London while tying it all back to the ethos of the shop. 


     



    WHO?

    BIG SPENDERS 

    WHAT?

    A PROMOTIONAL CAMPAIGN

    WHY?

    TO RAISE 
    AWARENESS

    HOW?

    LOCATION-BASED ADVERTISING

     Our target audience is:
    • People with disposable income
    • 30-50 year old middle class women
    • People looking for unique, handmade gifts
    • Tourists with spending money
    Not Just A Shop is looking for a well-rounded campaign for their London Calling collection that will leverage multiple promotional formats including:
    • Visual strategy
    • Assets for digital screens
    • Assets for social media 
    • Brand activations
    The goal of this campaign is to raise awareness of the shops existence to tourists and big spenders in Central London. 
         By focusing advertising efforts on heavily trafficked locations in the city, the shop’s exposure will increase among tourists and big spenders shopping and sight seeing in Central London. We are bringing the shop to its target audience instead of waiting for them to find it. 





    THE LOOK & FEEL

    We did an existing brand audit of Not Just A Shop to better understand how they present themselves. Our London Calling campaign should feel connected to the existing core brand while still having its own identity. We pin pointed the giant tape they used on their store front as a jumping off point for the visual design of the campaign and then began looking at other brand activations and promotional campaigns for inspiration. 


    NOT JUST A SHOP’S CORE BRAND 








    LONDON CALLING CAMPAIGN INSPIRATION






    EXPLORING THE POSSIBILITIES 

    We wanted to incorporate the tape graphic into the campaign but I felt it was important to explore other graphic expressions as well. Through these social media assets, I explored different relationships between type and image. 







    NOT JUST A CITY, A CALLING PROMOTIONAL CAMPAIGN

    Our pitch to Not Just A Shop consisted of the visual strategy and art direction for the campaign, digital assets for screen and socials, promotional stunts across Central London, and an interactive brand activation in High Holborn near the shop’s location. Our campaign highlights London’s iconic attractions as not just landmarks and vehicles, but as history and experiences. 


    SOCIAL MEDIA ASSETSLED BY GABRIELLE RAMSAY









    MOTION GRAPHICS
    LED BY MONIQUE PULVIRENTI
    FOR SOCIAL MEDIA
    FOR DIGITAL SCREENS




    TRANSPORTATION-BASED ACTIVATIONSLED BY ZOE RYU






    LOCATION-BASED ACTIVATIONS
    LED BY SAYA CHEN 





    TELEPHONE BOX POP-UP
    LED BY KYLE SCHILLING & CHANYU LU 
    This orange telephone box located in High Holborn, London is an interactive brand activation. People walking by can step into the phone box and hold the phone up to their ear to hear about Not Just A Shop London Calling collection, the stories behind artists’ work in the shop, and directions on how to get to the store from the box so they can stop by and pick up a unique, artisan product.  


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