This was a global launch which initially required a toolkit of masters to be produced and shared with all regions. The masters would then be adapted by the regions to fulfil each market’s campaign requirements.

Taking inspiration from key design signatures of the British fashion house, the contemporary Vivienne Westwood glasses and sunglasses were adorned with Westwood’s signature orb, classic tartan patterns and Rococo inspired details.

My role for the launch was varied.

As the lead digital designer for the global toolkit, my responsibilities included designing the initial brand-approved digital masters. Masters needed to work within our existing VI templates for efficiency once campaigns hit production and files needed to be logically structured so that they would be easy for regions to work with.

As UK/ROI digital production lead, I was subsequently required to adapt the masters to produce all paid social, dynamic display and web assets as per my markets’ media plans. All assets needed to adhere to the relevant technical specifications.

Both of the above stages required us to seek brand approval from Vivienne Westwood.

One of our biggest challenges was finding the right balance between the two brands when it cam to the masters. Vivienne Westwood was very picky about how their assets were used, whilst we wanted to ensure that Specsavers’ brand identity wasn’t lost.

Conflicting brand guidelines, specifically around particular image crops, and constant time constraints due to 3rd party brand approval times were all factors that made our task more challenging.

In order to achieve a balance between the two brands, collaboration with the print design lead was key. We shared ideas and discussed how digital and print designs might complement each other.

We communicated often and openly, ensuring that each of us had a chance to contribute and share our opinions. When conflicting opinions arose, we addressed them collaboratively, always keeping the end goal in mind. We worked very well together.