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SWEETPEA
Title Art, 360 Campaign, OOH
[CREDITS]
Design: Abbie Edwards & Damien Martinez
Design Direction: Basile Cuvelier
Creative Direction: Simon Corkin & Gregg Clark
Drive awareness & talkability for Sweetpea by creating an iconic show brand & unmissable campaign, bringing to life the relatable show themes in personalised and playful ways so nobody can overlook Rhiannon now.
The design process involves exploring multiple ideas, many of which don’t make the final cut but are essential in shaping the final outcome. Below, you’ll find a selection of early concepts, along with insights into the thought process behind them.
I designed the tagline for the campaign’s title artwork, exploring a wide range of fonts before selecting Gellatio for its sweet yet slightly scratchy tone which aligned perfectly with the dual nature of the main character. I refined the leading and kerning in Illustrator to ensure optimal balance and legibility across both print and digital assets.
Waterloo Station was chosen for the flagship OOH activation. The post-it note concept was integrated across multiple touchpoints throughout the station, creating intrigue and building narrative tension.
I later adapted the artwork for Sky’s Osterley campus, where the key visuals and messaging were scaled up to dominate key areas, creating a bold, unmissable brand presence that demanded attention.
Sweetpea became one of Sky's top performing shows in 2024 and secured hundreds of pieces of coverage with estimated views of over 14m (across all media based on audience reach and engagement) and over 150k social engagements (likes, comments and shares).
Coverage highlights include the Guardian Saturday Magazine, NME, Evening Standard, Stylist, Cosmopolitan, Vogue and Off Menu.
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