HAYLEY WATERLOW PORTFOLIO COMMUNICATIONS DATA VISUALISATION MARKETING BRANDING STRATEGY TREND FORECASTING
LET’S COMMUNICATE: @hayleycomms hayleywaterlow12@gmail.com https://readymag.website/u4050712013/6231189/
‘SOMETHING BIG’ INTERNSHIP Something Big is a creative communications agency on a mission to make a meaningful difference. I was fortunate enough to gain hands on experience during a short placement, briefed and trusted with creating B-Corp annual report designs, community logo branding, and informative LinkedIn carousels.
SOMETHING BIG INTERN
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Our values
We get excited We’re passionate. We love what we do.
We do the right thing We believe in fairness. We’re always honest and respectful.
We’re on our game We’re accountable for our actions. We strive to be a high performing team.
We always learn We’re curious. We learn from our experiences.
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
We make it better We have growth mindsets. We add value.
We’re team players We celebrate our individuals. We work hard to support each other.
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DEIB Our DEIB Group helps lead the way championing equity, inclusion and belonging across our business and in the work we deliver.
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
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Our B Corp Impact Assessment score
OUR SCORE IS 108.1
67.5 WORKERS
18.2 COMMUNITY 4.7 CUSTOMERS 14.0 GOVERNANCE
3.5 ENVIRONMENT
8 | Impact reportreport FY25 –Our year as a B Corp SB – Impact FY24third – Section
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
“As members of the B Corp Community, we do not believe we are perfect businesses. What’s important to us is continuous improvement, transparency, and true accountability.” B Lab
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FY25 Offsetting How do we support reforestation and carbon avoidance?
Total reforestation: 1648 trees Total carbon avoidance: 248.04 tCO₂e
For the past three years, we have funded tree planting and carbon avoidance initiatives through Ecologi’s Climate Action Workforce scheme. Find out more here. Additionally, as a thank-you to those who recommend our business, we’ve planted trees through Ecologi to grow our impact.
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
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Wellbeing
Wellbeing is foundational to great work. We’re building a culture where people feel energised, supported and safe – not just to speak up, but to thrive. As communications experts, we know our influence goes beyond our own business - using language and storytelling to reduce stigma, foster psychological safety, and make wellbeing a business priority. Our Wellbeing Group champions this focus – helping us take better care of people, both within our business and beyond.
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
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Reporting on our emissions
Carbon Intensity
Scope 1, 2 and 3 emissions:
FY 23
tCO2e per £1m
FY23 Scope 1 and 2: 6.34 tCO2e Scope 3: 388 tCO2e FY24 Scope 1 and 2: 6.89 tCO2e Scope 3: 219 tCO2e
FY 24
115.2
85.8 83.3
FY25 Scope 1 and 2: 3.21 tCO2e Scope 3: 226 tCO2e
FY 25
How do we measure our emissions? We track and measure our emissions using Ecologi Zero, a tool that securely imports data from our accounting software alongside key inputs like employee numbers and home working days. It calculates emissions for Scopes 1, 2, and 3 using industry-specific data, allowing us to identify hotspots and take meaningful action. You can find out more about Ecologi Zero, and the science behind it, here.
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
FY23
FY24
FY25
Why are we reporting on carbon intensity? Carbon intensity shows how our emissions compare to our revenue, helping us track progress even as the business changes. It’s a clearer way to measure our impact and supports better decisions as we adapt and grow.
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“Driving change can feel lonely, overwhelming and even daunting – especially when it means going against the grain or challenging the status quo. What keeps us going is our community. The B Corp movement, along with our network of passionate Internal Comms, HR and DEIB professionals, reminds us every day that the work we do matters. And that makes us more determined than ever to help shape workplaces that are fairer, healthier and happier for everyone.” Sally Pritchett, CEO
SOMETHING BIG INTERN - B-CORP IMPACT REPORT FY25
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SOMETHING BIG INTERN - ACCESSIBILITY LINKEDIN CAROUSEL
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The Sustained Change model
Core elements of change comms:
Change happens when you master the art of enabling people to move themselves - and therefore the business - from A to B.
WHAT - Vision, 3 key messages, progress, where you need help
o achieve this requires three essential T ingredients:
HEN - Daily, weekly, monthly, W quarterly, annually WHERE - 1:1s, team meetings, huddles, away days, conferences HOW - Face-to-face, hybrid, virtual, video, written, pictures
People Involvement Process for Change
Culture of Change
Change feels different for everyone The Kübler-Ross Change Curve helps us understand the emotional journey people may go through – so we can meet them where they are. Shock & Denial
Energy
Personal Responsibility Leadership
WHO - Internal and external stakeholders
Anger
Bargaining
Acceptance
Depression Integration of Change
SOMETHING BIG INTERN - COMMS CHEAT SHEET ELEMENTS
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‘IMPERFECT AUTHENTICITY’ For my final major project at university, I created a hypothetical consultancy, based off of my initial research into the impact of AI & CGI influences on human reaction and acknowledgement. ‘Imperfect Authenticity’ is a consultancy redefining brand authenticity through measurable transparency. In a world saturated by Artificial Intelligence, humans are craving a return to reality.
IMPERFECT AUTHENTICITY
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IMPERFECT AUTHENTICITY - RESEARCH INTO AI & CGI CHARACTERS
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brand logo and about page
brand guide cards and PDF with ten steps to be authentic and why it is important
scrapbook style interactive inserts
work displayed on walls and plinth
handmade book artefact physical storytelling device Digital illustrative sketches of potential final outcomes to contextualise my project research involving the impact of AI on consumer engagement and loyalties.
exhibition design sketch
IMPERFECT AUTHENTICITY - OUTCOME PLANNING & ILLUSTRATIONS
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LOGOTYPES
COLOUR PALETTE
#1d1d1b
#ffffff
#ffe38d
#002654
TYPOGRAPHY
Aa
Imperfect Authenticity Hand written font created specifically for the brand. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
#570118
#997456
Aa
#69646f
#c39700
Big Caslon CC
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
VISUALS
IMPERFECT AUTHENTICITY - BRANDING DEVELOPMENT
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A Brand Guide to Authenticity
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Maintain ongoing interaction with consumers, stakeholders, and society. Negotiations and communication are necessary to retain important relationships with anyone supporting the brand. If it’s not maintaining these connections, it’s building new ones to emphasise the authentic values being portrayed. These values can be lived, and not just theoretical within relational trust. Conversation helps to critically analyse the brand from the outside, interpreting feedback as a way to keep the brand up to date and culturally aware, whilst still staying true to oneself.
IMPERFECT AUTHENTICITY - A BRAND GUIDE TO AUTHENTICITY
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A Brand Guide to Authenticity
Be consistent in values and commit to them.
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There is a correlation between long term alignment of beliefs and behaviour, when it comes to marketing a brand. If the brand isn’t putting its core values/beliefs into practice, then how can a consumer expect to align with the identity? Brands should be defining how they would like to be perceived in their market and take the time to commit to demonstrating how they are ‘sustainable’ or ‘diverse’. Trust is earned, not up to be claimed, so it is imperative that the target audience can see where their personality resonates within the brands values.
IMPERFECT AUTHENTICITY - A BRAND GUIDE TO AUTHENTICITY
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A Brand Guide to Authenticity
Accept that authenticity takes time to build. Consumer trust can not be forced or commercially gained. It has to be believed. Authenticity is judged externally and the brand can’t decide if it is authentic; it is in the hands of the audience to assess if it lives up to its claims. Consistency of values can only be proven over a duration of time, so patience is key to construct the deep layers of the brand. Ultimately, authenticity can not be rushed, it’s a performance that depends on remembrance and treasured experience. Sustaining what the brand preaches is essential.
IMPERFECT AUTHENTICITY - A BRAND GUIDE TO AUTHENTICITY
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A Brand Guide to Authenticity
communicate communicate communicate communicate communicate
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Speak like a human and design for people, not algorithms. Instead of creating content or products to optimise profitability via algorithms; speak the language of humans and demonstrate emotional interconnectivity. Having assurance that the target audience will locate the brand naturally is important for growth, coincidentally the brand will notice a more intimate relationship with these people. The brand shouldn’t be deemed homogeneous and unrelated to its unique story, as this places it in the same benchmark as all other brands.
IMPERFECT AUTHENTICITY - A BRAND GUIDE TO AUTHENTICITY
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A Brand Guide to Authenticity
10 Leave space for interpretation. When the meaning is trusted to be determined by the audience, authenticity can be deepened. Attention of an audience to control the narrative shows courage, and co-creation allows those determining authenticity to feel a part of the value. Instead of explaining intentions in detail, use visual storytelling and open ended conversations to encourage participation. This is especially relevant in the social climate of short attention spans and consumers craving honesty.
IMPERFECT AUTHENTICITY - A BRAND GUIDE TO AUTHENTICITY
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IMPERFECT AUTHENTICITY - MULTI MEDIA MOVING IMAGE EXPERIMENTATION
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‘HARRODS’ MARKETING ACTIVATION Briefed with creating a multimedia immersive pop-up experience, I created a collaborative marketing campaign for Harrods x House of Sunny. The key purpose for this campaign activation was to support reputation recovery for the Harrods brand due to previous bad publicity.
HARRODS MARKETING ACTIVATION
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Given a brief to create an end-to-end campaign activation to recover Harrods reputation, and elevate it in an immersive way to encourage a new wave of Gen Z customers into the store. Demonstrating how this could be successful through a collaboration pop up with House Of Sunny.
HARRODS MARKETING ACTIVATION - CONCEPT
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Personalisation
Exclusivity
Multimedia space
Creative painting workshop
Experiential
core
Limited edition knitwear collection
Appreciation and reconnection with contemporary art, keeping in mind Harrods x House of Sunny narrative
AR experience
Multisensory opportunity
Fashion art fusion Key focus on education through entertainment
Collaboration
di
ng
gic e t a str
nd the bra o t e valu
narrative
Gallery exhibition setting
ler’s product level s kot m o d el
actual product
VR try on mirror for pop-up
augmented product
Innovative creativity
ad
HARRODS MARKETING ACTIVATION - CAMPAIGN PURPOSE
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Using ‘SketchUp’ to bring a 2D floorplan to life, mapping out each aspect of the pop up. Followed by rendering in ‘Twinmotion’.
HARRODS MARKETING ACTIVATION - 3D IMMERSIVE POP-UP DESIGN
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HARRODS MARKETING ACTIVATION - APP MOCKUP
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GFW X F&F FASHION CAMPAIGN Shortlisted (top 10) finalist for a Graduate Fashion Week x F&F marketing campaign competition. This involved researching and designing a fashion campaign to motivate Gen Z to engage with the F&F brand, from trend forecasting to KPIs measuring success.
GFW X F&F FASHION CAMPAIGN
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F&F VALUES “Over 80% of F&F clothing already utilises fabrics/ materials that have a lower environmental impact compared to conventional alternatives”
versatile
sustainable
‘Made Mindfully’ tags allow for consumers to know when products have been responsibly sourced and sustainably manufactured. F&F sustainably farms all of its cotton for clothes productions.
Aims to include all products as part of a capsule wardrobe, restyling and repurposing outfits. GFW X F&F FASHION CAMPAIGN - SHORTLISTED FINALIST
accessible
One of the top supermarket fashion brands in the UK, F&F wants to remain accessible to all, available in over 600 Tesco stores.
affordable
To encourage inclusivity of all consumer backgrounds, F&F strives to produce affordable fashion for every occasion. 04
TREND ANALYSIS
- Gen Z are more aware of the damage fashion vironment, can have on our en comes to especially when it want to micro trends. They er quantity buy into quality ov r style and they want thei reflect their more than ever to terests. personality and in
GFW X F&F FASHION CAMPAIGN - SHORTLISTED FINALIST
- Across socia l media platform s like TikTok and Instagram, ma ny fashion enthusiasts are showcasing sustainable wa ys of creating capsule wardro bes and reusing pieces but styled in a different wa y for another occasion.
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day
CREATIVE APPROACH
night
Look: - Lifestyle orientated, not over stylised. - Recognised as authentic daily life . - Emphasis on accessorising base layer.
‘One base layer. Every version of you.’
Think minimal graphics, soft palette and an editorial style which is still familiar to student life.
Similar feel to Tesco monthly food magazine.
...to night
from day...
F&F is here to build your capsule wardrobe for when busy student life takes over. Elevate the basic under layer and re-wear the outfit throughout al the plans of the day. From library chic to classy pub nights, F&F has got you covered.
E.g. In-store magazine to pick up:
All the Hours
Tone: - Casual and simple. - Encourages fashion approach of 18-24-yearolds. - Supports those on a budget trying to be stylish.
Feel: - Relatable routine and fashion trends. - Timeless but styleconscious for confidence. - Effortless but affordable. - Interchangeable.
GFW X F&F FASHION CAMPAIGN - SHORTLISTED FINALIST
Repeating advert screen showing student life transitions and QR code to scan to take to TikTok styling.
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CONSUMER PROFILE All the Hours
‘One base layer. Every version of you.’
Expressive Fashionable Sociable Sustainable Inspired Creative
Shop in style with the new capsule wardrobe collection - perfect for any occasion, any day.
Wholesome
Click to see how your favourite fashionistas are styling these pieces.
Shopping Bag
Aesthetic Open-minded
Wishlist
Experimental
omg! student discount at F&F rn?! ooo no way
😯
all the basics on TikTok looked so cute - we should go!
GFW X F&F FASHION CAMPAIGN - SHORTLISTED FINALIST
pen portrait --------
Positive Influenced
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HAYLEY WATERLOW COMMUNICATIONS BRANDING MARKETING DATA VISUALISATION @hayleycomms Hayleywaterlow12@gmail.com 07746 687664 https://readymag.website/u4050712013/6231189/