Dawson Demin live client project

During my second year of Fashion Communication and Promotion, I had the opportunity to work on a live client project with Dawson Denim, alongside my peers Betty Beaston, Poppy Goodall, Tilly Noone and Violet Urry.

Meeting with the brand’s founders, we were tasked with developing a campaign for their new jeans, with a key objective to retain their primary audience of middle-aged men while reinforcing the brand’s heritage and craftsmanship. Through in-depth research and creative strategy, we crafted a campaign that balanced authentic storytelling with innovation to create 'indigo', taking inspiration from the traditional workwear roots of Denim, and the artists Jackson Pollock.

This experience strengthened my skills in brand positioning, audience retention, and campaign development, further shaping my approach to visual communication.