CGI Design

John Lewis Modern Classic Collection

For the John Lewis ‘Modern Classic Collection’ launch, Mereway Kitchens asked me to manage the creation of its respective CGI imagery. These visuals would allow them to creatively express the unique features of their stunning new kitchen collection. In turn, the visuals were invaluable because they would be used within the launch marketing material. Such material allowed John Lewis to market their new kitchen collection to its partners and their consumers.

Responsibilities

As with all my marketing projects at Mereway Kitchens, I managed this project from the concept stage to the final stage. The initial stage involved myself interviewing John Lewis and Mereway Kitchens regarding their project requirements. The next stage involved me working with a creative CGI production studio on concept development. For this project, our aim was to create a modern kitchen in a converted brewery that exhibited traditional values. This began with myself providing the studio with all the technical information (e.g. product drawings, colour swatches and accessory details) attained from Mereway’s product teams

Details

This allowed the studio to continue developing the desired kitchen with each stage being reviewed by myself and other senior management. Accessories from the John Lewis website then provided the finishing touch. The final imagery was then carefully integrated into the marketing material (e.g. the launch pack, advertising and web).

Details

The campaign success was then measured through the number of sales leads, number of customers met, number of cross-sell/up-sell orders and campaign awareness. Such positive results showed that the campaign had achieved its strategic objectives (launch awareness, sales and customer relationships).