My team and I ended our FCP journey with a bang — by presenting our pitch to Paul Smith, our live client for the final brief of our Undergraduate studies.

Our brief was to highlight Paul Smith’s path to sustainability by creating an exciting campaign which transcends generations.

My role for this brief was to conduct thorough secondary research on the brand and to come up with creative ideas, concepts and outcomes to answer the brief.

Since Paul Smith is a brand synonymous with being British, I really wanted to focus on that with the campaign idea. And with my teammate’s primary research, we found out that the consumer we were targeting believed that sustainability is only an achievable and realistic goal for them if the products are long-lasting. Which wouldn’t be a problem with Paul Smith, since all of them owned something from the brand for over 10 years.

We noticed that the PS line sold more with our target consumer, and that the quirky, Britishness was the main appeal. Here is where I came up with the campaign tagline — PS Grows With You. My focus was to explore Paul Smith’s relationship with music, and the people’s relationship with the quirky, quintessential Britishness of Paul Smith. Our campaign therefore came about by collaborating with an amazing graphic designer where we focused on how sustainability could be as simple as something that you have adventures in, something which grows with you.

You can scroll to view images from the PS Grows With You Campaign, for which we received extremely positive and satisfactory feedback from the client, highlighting the good understanding of the brand story, future-proofing the idea, stunning visuals and perfectly apt tagline.