D&AD - Complete change!

March 31, 2018

I met with MSL to chat about my project and i've got really useful feedback from them. 


They like the idea of #NoTag but they think the illustrations did not make it justice.


Also, we had a crit at uni, and people sounded confused about the idea, 


For this reason i went down a completely different rout and ended up creating a branding identity, which still had the name #notag, but i kept it really simple and completely stripped it back. I tried to make it very straightforward with a total focus on the NO TAG concept. 


Alex, the designer from MSL asked me to send her any development i had since we last met, and i sent her the early stages of when i first started changing everything. They were kind enought to send me. back some points to take into consideration


part of the email is down bellow: 

Below is our consolidated feedback – a lot of food for thought!

  • Much stronger overall concept, better direction, simple and bold design

  • Slide 3 – What is the striped emblem in John Lewis’ logo? I feel this needs explaining more. Perhaps you could visually show how you took elements from John Lewis’ logo to create your mark?

  • How would John Lewis choose the clothes that have the no tag logo? Is it random?

  • Watch your spelling – for example the visual on slide 3 should say ‘be part of it’ but there are other errors too

  • How would you launch the initiative, is there some kind of competition element to the campaign?

  • The term ‘costumed tag’ doesn’t really make sense – I’m not sure what you mean by this.

  • Overall think it’s much stronger than what you had before, it’s simple, stripped back and the #notag idea is much clearer.

  • Also love the mark particularly the hashtag element, really simple and fits into the JL brand

  • I think you could be clearer as to what your problem is first before talking about your insight and solution. We need to know what problem your solving first as it’s such a good one for this brief!

  • Think you need to show with the label what you are removing, at the moment we just see the notag branding but I think it’s a powerful idea to remove what the tag says about that item of clothing; the price, the name, the gender etc. so you need to show that. Could you show a before and after?

  • Think the window display can work harder, think about that idea of removing things, do we have a window display that’s empty? Or mannequins with the hastag emblem printed on them? I think the copy could be stronger too, perhaps asking a question of the viewer like ‘imagine a world with no tags’ or similar

  • Definitely a stronger concept with a fresh design that fits more in line with the John Lewis brand. If there’s time, maybe you can consider a video, an advert perhaps that would go up on social, inform viewers how John Lewis is going to tackle Stereotypes, if you’ve got time of course.

FIANL OUTCOME for D&AD submission:




A campaign raising awareness about stereotypes to avoid any unnecessary tags and labels on people by having an additional and specially designed tag to be put on items from John Lewis. As people purchase and take it off they are being part of the #NoTag; supporting the idea of removing the tags from each other.


Why? (insights) 


By John Lewis representing what they support, they are improving the overall experience for their existent and non-existent customers. They are gaining the trust and brand loyalty. As John Lewis tackles the issue of stereotypes, they are being transparent and saying that no tags are intended on any person because they believe that everyone wants the same things, needs the same things, and most importantly, deserves the same things. Stereotypes and generalizations eventually result in differentiation and inequality between individuals, and this is an issue John Lewis can shed light on. 


Taking into consideration Generation Z, they are at the age of building their own identity. However, some of them might be suffering from the tags and labels that have been put on them.

This campaign enables Generation Z to fight against those stereotypical judgments and accept themselves the way they are as well as others. 


Branding Identity:


Chosen typeface and Color Palette.



Inspired by the striped emblem from John Lewis's logo; a hashtag symbol is created for the
#NoTag campaign. 

The Tag on Items (engagement):


An additional tag is specially designed to be put on the items of John Lewis, which also contains information about the campaign.  To attract more people, especially Generation Z, whoever takes the tag off is able to use the #NoTag and share it on social media.



Not all items are going to be found with the additional tag, therefore, they are added to John Lewis’s shopping bags as well. This is to insure that all customers who have purchased are leaving the store with the specially designed tag. With their purchase, a card is given to them asking to insert the tag into the tag machine. 

The tag machine (Interaction) 


The touch screen of the tag machine allows customers to chose a topic about stereotypes and then are asked to print their receipt.

The #NoTag Receipt (impact)


Designed to be printed by the tag machine to customers with a story related to the topic chosen about stereotypes. This is to ensure that they leave John Lewis with a stronger impact. 



To target more people and encourage them to step into John Lewis, the #NoTag campaign is promoted on the window display showing the element of curiosity.


I've learnt so many things on this project:

1. research is key. it has the answers you are looking for especially when gathering insights that work along with the concept. 

2. having a concept and coming up with an outcome cannot be dealt separately. As the outcome is the way the concept is going to be communicated. so if it is not clear and complicated, the concept will be lost. This is why thinking ahead is very important when it comes to the making the idea into a graphic design communication piece. 

3. having a simple yet strong idea is always a good way to go when things get complex and complicated. this is because it sticks to the main aim of the whole concept and communicates it in the simplest and clearest form. 

4. doing a presentation that is very clear would help the viewer understand everything faster as they are taken through the journey of the process step by step. 








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