2022: Fashion Marketing BA Hons
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Statement
As an aspiring female marketing professional, my work focuses on current societal issues, environmental concerns and addressing consumer needs.
Brand Handbook – Guard
Women are feeling increasingly unsafe and vulnerable due to the rise in stalking, harassment, rape, sexual assault and domestic violence in the UK over recent years. Guard is a women’s martial arts and combat sports studio with a strong focus on self-defence. We recognise the lack of accountability for women’s safety across society and acknowledge the absence of representation in the sporting industry, challenging the present inequalities and reducing gender-based violence. Guard addresses consumer needs and provides women with a safe space to fight stereotypes and assumptions, as well as destigmatising conversations on personal experiences, PTSD and mental health by creating a supportive and inclusive community that encourages women to share.
The integrated marketing strategy and communication campaigns aim to generate consumer engagement, awareness, interest and desire for the brand, developing a loyal and passionate sisterhood of likeminded women who fight for women’s liberation and will not be silenced. The guerrilla marketing campaign communicates a memorable message, creates thought-provoking experiences and raises awareness of the severity of women’s safety, attempting to provide a solution, equal representation and accessible opportunities.
Guerrilla Marketing: boxing ring in square
Guerrilla Marketing: projection mapping
Guerrilla Marketing: large billboard
Guerrilla Marketing: boxing ring close up