Tuesday, May 31, 2011

The Campaign

Introducing the Little Peter campaign images! These are going to be used as promotional images only. The first two are stills from the film while the last is a photo taken mid-filming. I had such a great time shooting this..

Sunday, May 29, 2011


As we are coming closer to business plan deadline, the video will soon be up for public viewing. While this video was one of the first things I tackled during this project, a lot of planning went into the story brainstorming, development, and production of the shoot.

While at first I had at least 10 video ideas, discussing the brand identity and situation with my sister Miranda (video producer), I was able to narrow it down to one story.

The idea of the promotional video is a child showing their creative and fun side. She at first is playing with one simple toy, but as the shots go on the scenery gets more crowded with toys and games. She interacts with these objects, and eventually the crowded scene hits a maximum as confetti falls. The outfit changes and scenery suggest different days or perhaps different times during the day while she plays. The idea is that no matter how many things she has or how much creativity she has, it all comes down to her in the end. She is the source of the chaos/fun mess and she is loving it. The last frame ends up simple again, with just her and maybe 1 toy. The logo appears and reveals the brand.

Click on the storyboard to see a larger version.

While I don't want to give away my commercial just yet, the storyboard above shows the scenery which I had set out to shoot.

Saturday, May 28, 2011


Photos from (clockwise) Little Peter Logo, Magic Land of Toys, Isis Linguanotto Photography, Toys Were Us, and FrokenFraken (Flickr)

Friday, May 27, 2011

Halfway There

We've got a week left to get everything in order. Despite my new hectic schedule, things are coming along nicely.

I've finished through to the environmental analysis and situational analysis, as well as finally getting my business strategy and marketing objectives down to paper! While I still have my marketing communications and financials to get through, this second half is the fun part for me. I get to translate my creative ideas through to make the business seem more viable. The financials will certainly be a challenge but with help of a few books I'm sure I'll be OK.

I had a lot of fun creating the customer profile. There were endless photos on flickr to look through. I found this one family which I found particularly inspiring. I believe they're from Sweden.. their boys and home aesthetic look perfect for this brand!

Photos from FrokenFraken on Flickr

Wednesday, May 18, 2011

2 Weeks and 2 Days Left

The past couple of days I have slowed down on report writing. However, it's hit me that the deadline is unbelievably close! I really have to start cracking down on the report and getting my ideas down to paper.

It will be even more difficult now that I am starting a new placement tomorrow. This means I'll have less time to work and will be giving up most of my weekend time and evenings to perfecting this project. I have yet to begin thinking of any financial plans (sales forecast and budget) and really have to get my plans in order.

Thursday, May 12, 2011

Brand Name & Logo

The past two days I've been working on choosing a brand name and logo for Peter Jensen's childrenswear line. I did a little bit of research by looking at department store kids brand names, as well as big name brands who also have introduced kidswear. What I noticed through this research is that if the line is an extension of an already named brand, then the extension is named very simply and always using the main brand name.

As Peter Jensen is not yet a huge brand, it's best to keep the name simple. As the brand is also the designer's name, it's great to play with this. After brainstorming endless words and phrases, I ended up with simply "Little Peter". While this name may not be the most creative, it is the most effective for Peter Jensen's current brand. (Previous brand names have been simply Peter Jensen and PJ by Peter Jensen).

From here I started working on a logo. I wanted to use the same lettering as the current logo, as well as the same rabbit icon. I ended up with the main components and started playing around with word placement (shown below):

From playing around, I got a better feel for what the logo is about as well as what is more pleasing to the eye. I decided the top right logo and the bottom left logo were immediate favorites. From here I played with placement of the Peter Jensen rabbit logo. These are the two final logos I've ended up with:

While the top logo is compact and direct, the second logo emphasizes the brand itself (as childrenswear). A decision is yet to be made for what I'll be using throughout the rest of this process.

Tuesday, May 10, 2011


Things seem to be coming along great. I emailed out a childrenswear survey last week to relative parents that I knew and asked them to send them around to other friends/acquaintances that also have children. I'm blown away by the response! While I only expected about 10 responses, I have answers from about 22 people. I'm so happy with this outcome and the information has been incredibly valuable to my understanding of the market and the evolution of my brand at this stage.

Also, draft 1 of the 30 second promotional video has been edited and, again, I'm so happy with the results. Everything seems to be shaping up, and this progression has really inspired me to carry through the secondary research and invest more time into the creative aspects.

Thursday, May 5, 2011

Back in Term Time

As uni has started back up again, it's time to crack down. In order to keep myself organized and get things done in time, I've created a schedule for the coming weeks.

Week of 3rd May
  • Email primary research questionnaires
  • Read through Mintel reports collected over break
  • Look at media sites to make a start on situational analysis
  • Research types of childrenswear media
  • Make a start at reading eMarketing eXcellence (Chaffey&Smith)

Week of 10th May
  • Compile all secondary research
  • Finish situational analysis
  • Graph and analyze primary research
  • Chase up on campaign video & images
  • Finalize brand identity
  • Make a start on objectives, STP, SWOT, and competitors

Week of 17th May
  • Thinking of budgeting and finance figures for the plan
  • Compiling the objectives, strategy, tactics, action, and control

Week of 24th May
  • Finishing off any work not completed in previous weeks
  • Format and clean up to create the first draft report

Week of 31st May
  • Finish report for hand in on June 3rd.