Spell Impact Report

PROJECT MANAGEMENT  ·  PHOTOGRAPHIC ART DIRECTION DIGITAL ROLLOUT BRANDING

Spell’s Impact Report is an annual document that quantifies and communicates the business’s social and environmental impact over the past 12 months. While each report has had its own distinctive style in previous years, I aimed to significantly enhance the project for this edition.

A persistent issue at Spell has been the absence of evergreen imagery, given the distinctiveness of Spell’s garments and the lack of time to shoot additional content during campaign shoots. Additionally, Spell’s Co-Founder requested a specific brand rollout for all sustainability messaging, ensuring it stands out on Instagram feeds and customers can readily identify it as sustainability-focused. I wanted to resolve both of these challenges with this project.

My strategy involved creating a new branding for all sustainability communications across Spell’s platforms, spanning Instagram, the People + Planet information web pages, the Impact Report, and any sustainability-focused EDM’s. This new identity aligns with Spell’s existing branding while remaining visually compelling and engaging within an Instagram feed.

Furthermore, I planned to create evergreen sustainability content not only to serve as the visual identifier for this year’s Impact Report but also to update our website imagery and support discussions on sustainability across Spell’s social platforms. I oversaw the production of this shoot, providing creative direction and working closely with our in-house photographer to bring the vision to life. I aimed for a graphic and textural aesthetic, contrasting with Spell’s usual campaign shoots, with models presented faceless and dressed in various white Spell pieces or swimwear to maintain timelessness.

Throughout the project, I collaborated closely with our Sustainability, Marketing, Digital, and Content teams, conveying my vision for the rollout. The launch of this year’s report included a dad-cam footage reel, an Instagram carousel, and an EDM. As a result, the report gained the highest engagement on social media for any sustainability-related content produced by Spell, accompanied by a record number of website page views on launch day.

Additionally, during the launch of our Autumn collection, we distributed seed cards to our initial 1000 customers, informing them of our latest Impact Report and directing them to the website using a QR code. Each seed card contained a Swan River Daisy flower, native to Australia.