Andrew Beeson

Marketing Portfolio

Andrew Beeson

About MeI work as a subcontracted Marketing Executive for Sustainable Opportunity Solutions. The following is a portfolio of some of the work I have done for them. I haven’t included some of the smaller projects I have worked on, but rather focused on the bigger projects that I think showcase my skills and experience sufficiently.

I have a 2:1 in Economics from Aberystwyth University. Although my degree is in Economics, I found I had a real passion or marketing, and so undertook an array of marketing modules during my course. I really enjoyed the creative side of the modules, and as my portfolio shows my main strength is branding and communications; being able to take a brief and then think up a range of ideas that can then be tailored to specific markets, budgets, and deadlines.

branding strategy comms teamwork

I produced several documents detailing an evaluation of the current brand identity and its communications. I then produced a branding strategy, providing a clear method of how to achieve the desired outcome.

One of the main problems I identified was that all the communications involved a confusing amount of detail, which made it harder to create a clear and consistent message across different marketing materials. My strategy involved creating materials that relied more on visual elements, and to introduce an identity that easily allowed the brand values to be embedded into communications.

Having created a clear brand identity, I then worked with graphics designers/ developers to produce communications such as brochures, business cards, and company website that effectively communicated this brand.

SOS had products and services, but lacked a clear, consistent, saleable message. I was tasked with the provision of corporate branding; this would require an evaluation of the current branding, and creating a new brand identity with a clear strategy for effective communication.

Corporate Branding

My Work

Brief

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copycomms teamwork

I created a new brand name and logo concept that captured the core qualities and values of the product. I then worked with a graphics designer to finalise the logo design.

I came up with an animated advert for the product in order to create a quick and easy way for potential clients to grasp the concept of the product. My work for this involved coming up with the concept, drafting a storyboard, and then working with copywriters, voice artists, and animators to produce the final material.

This new brand improved on the previous branding by creating a more suitable name that suggested what the product was, incorporating a green colour to connote sustainability, and creating a concept of three dots to suggest the beginning of a journey; this both aligns the product with its function but more importantly with the core values of ‘partnership’, ‘long term’, and ‘guidance’ that the company brand stands for.

To come up with a completely new brand for SOS’ flagship product and then work with graphics designers and animators to create marketing communications.

Product Branding

My Work

Brief

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I created several ideas for poster concepts, all of which attempted to connote what the product was, whilst creating a bit of intrigue necessary to provoke interest from passers by at exhibitions. I also had to ensure that the branding was consistent and aligned itself with the company brand strategy.

Once I had my idea finalised, I liaised with a graphics designer to produce the final piece.

The design incorporated three figure like shapes, each coloured to represent one of profits, people, and planet, as consistent in the product branding. These shapes were being pulled together into a suitcase; the idea being that profits, people, and planet were being brought together when travelling. Flowing out of this suitcase is a graphic that represents the outcome of bringing together various aspects of business travel which is a connection of business travellers to corporate goals.

To conceptualise a poster for the TravelHUB product, that would reinforce the new brand image and effectively target potential clients at Business Exhibitions.

Travelhub Poster

My Work

Brief

branding strategy comms design

I created a concept that although differentiated this new service from the other services, also made it clear that it was an SOS branded service. I used a similar style and iconography to other brand communications, even including the people, planet, and profit icons used for the core brand.

One of the major challenges in this brief was overcoming the problem that renewable energy is often seen as a cost for going green for a business, but at SOS the message is that ther are business benefits, so this had to be clear in the communications. To overcome this problem I used the colour blue more than green to emphasise the business aspect of the services, I also included a figure that was a representation of the corporate client base.

With this brand concept, SOS now had a recognisable identity through which to sell its renewables service.

As SOS grew, so did the services they provided; I was asked to create a brand under which to sell their renewable energy services, as well as producing marketing communications to promote it.

Renewables Branding

My Work

Brief

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Workcreative

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There was no graphics designer to work with on this brief, so I had to create the concept for the posters and then produce them myself. I don’t want to profess to having graphics design skills, I’m not a graphics designer, but I was able to produce material to an acceptable standard.

I produced several posters, each with a slightly different level of corporate connotations. This was in order to target a range of clientel, from smaller businesses to blue chip companies.

To design posters derived from the brand I created, that would effectively communicate and promote the renewables service that SOS offers.

Renewables Promotion

My Work

Brief

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I’m not a graphics designer, and there were no graphics designers or animators to work with on this brief, so this brief was a big challenge for me.

In order to align it with the other communications, I decided to make an animated version of one of the poster design concepts. This was a hard task as I was basically project managing myself, and had to adapt any ideas I had to fit in with my limited graphic and animation skills.

I produced the animation which you can access at http://youtu.be/ks-REnjoZYg or by clicking the screen shot opposite.

In order to promote the renewables service in an accessible form, I was asked to create an animation to display on the company website. The animation would tie in with the branding of the renewables service, and give a simple and clear message to promote the business benefits of the service.

Renewables Animation

My Work

Brief

“Andrew Beeson has been assisting Sustainable Opportunity Solutions Limited (SOS) since January 2011 as a freelance Creative Marketing Executive. On many occasions I have tasked Andrew with a basic concept/idea and he, with his excellent creative skills, turns into coherent marketing message/campaign. I am very impressed with his ability to work in a virtual environment, across a multidisciplinary team – technical staff, copywriters, graphic designers and software engineers. He is exceptionally self motivated and requires limited direction, though always seeks clarification from line managers when needed.

Andrew has guided the various creative briefs (TravelHUB™, SOS Renewables and SOS business) through the design of storyboards, so I could understand the complete message. Andrew was open to modifying the storyboards, but would also objectively question proposed changes where he consider value would be lost. His proactive approach ensured the investment in software development and/or graphic design was targeted correctly.

The graphic design work for SOS Renewables he completed himself – self taught – and has SOS to communicate a complex offering clearly to its target market. A demonstrable business benefit has been through the selection by a large organization to request a proposal for a 8MW renewable energy project.

For TravelHUB™ poster he preserved through a number creative cycles ensure the final poster clearly represented a complex offering. The poster received positive feedback at a number of exhibitions (Business Travel Show 2012, Business Travel Conference 2011, EIE 2012)

Testimonial

PAUL ADDERLEY: MANAGING DIRECTOR, SOS

Andrew BeesonFor SOS, Andrew has produced regular digital newsletter, and product fliers., including the creation of graphics and newsletters. These campaigns have led to enquiries for SOS services.

Overall, Andrew has a positive proactive and personable manner to the creative process, is disciplined and self motivated and ensures projects are delivered to agreed timescales.”

andrew-beeson@hotmail.co.uk