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Hellmann’s Got Game was an experiential design project developed over 6 weeks, and worked on alongside Holly Borgnis-Jones, in response to the brief set for D&AD New Blood. With the aim to ‘Remind Gen Z why Hellmann’s is the greatest of all time’ when it comes to mayonnaise, Holly and I created the Hellmann’s Got Game Arcade Experience.
Travelling across the UK during freshers week, the pop-up arcade invites students just starting out at university to ‘Show Off Their Game’, by participating in a range of themed carnival-style activities- ranging from a sandwich-shaped skittles alley to a mayo-fuelled shooting gallery. Contextualising the concept in a university setting allowed us to directly target the Gen Z audience, creating brand loyalty by association with a positive experience, as well as encouraging freshers to get to know each other through a hands-on activity.
Designed to tackle the increasing number of dogs in shelters across the UK, Snout Scout aims to make the dog adoption process as easy as possible for both the dog and the prospective owner. Instead of having to keep track of different adoption shelters in the area, Snout Scout brings all the dogs that best match the users circumstances- personality, living situation, hobbies and interests- together in one place. Users answer a series of simple questions when setting up their profile, allowing them to apply to adopt with the click of a button. To keep the tone lighthearted and fun, the platform is set up like a job advertising site, with the dogs framed as ’employers’, searching for their perfect full-time hire.
The concept for Snout Scout initially came from the prompt ‘Seriously Playful’- as part of a brief set for the Roulette design competition. I wanted to create something combatting a current issue, while also being playful and bright in my design approach. Challenging myself to explore a UX/UI focused outcome, I considered the topic from a range of different perspectives. By viewing the dogs themselves as users of the platform, I developed a narrative driven user journey from start to finish, brought to life through colourfully illustrated screens and informational video.
In 2022, the RSPCA saw a 48% rise in the number of rabbits being taken in through animal rescue centres. Rabbit’s cute and cuddly appearance make them a popular choice for families with younger children, but many owners are not properly informed on how to look after them. The RSPCA has been partnered with Pets at Home for over ten years, in an attempt to better educate the public on responsible pet care, but have had limited success when it comes to rabbits. As many owners purchase rabbits with their children in mind, a solution targeting a younger audience might in turn help to educate parents and carers.
The ‘Looking after Rabbits’ guide is aimed at 6-8 year old first-time pet owners, presenting everything they need to know about looking after rabbits from a kid-friendly point of view. Brought to life through quirky and colourful illustrations, the booklet encourages children to understand the responsibility of caring for an animal, but still have fun while doing so. Alongside the booklet, the rabbit-care tracker, sticker sheet and way-finding system allow children to put their knowledge into practice, as well as teaching their parents some tips along the way.
In a recent report from the Children’s Commissioner for England (2024) Anxiety was cited as the leading reason for referral to the UK children and adolescent mental health services (CAMHS). For many individuals, anxiety is a life-disrupting mental illness that left untreated can lead to crisis. Nearly 40,000 children referred to these services have been on waiting lists to receive support for over two years. During this wait time, many are left with little to no alternative support, with private counselling services being inaccessible or unaffordable.
‘Conquer’ is a narrative game concept designed for young teenagers who are waiting for support through the mental health system. Broken down into scenario-based chapters, the game seeks to equip players with skills to better manage their anxiety in moments of high stress by implementing gamified cognitive behavioural therapy techniques, told through woodland characters and landscapes.
