Elizaveta Nedostupenko

Final Year Project

GOGIRL Activewear Sub-Brand for M&S

My aim was to create a design solution that addresses the issue of sports disengagement amongst young teenage girls 13-17 in the UK; to encourage and motivate them to get back into the active lifestyle. I wanted to re-invigorate M&S teenage sportswear. I explored further the sub-branded promotional activewear range, ‘GOGIRL’, which enables young girls to feel inspired, engaged and empowered.

User Journey Map

Campaign

I intended to create a campaign that inspires, engages, and empowers young girls to participate more in sports. It will further help to re-introduce the purpose of sports and companionship when playing. By displaying an energetic and trendy theme throughout my campaign posters, girls would feel motivated to #Get Active. The scanned QR code takes the viewer to ukactive Kids not-for-profit health organisation where the user can gain more knowledge and seek additional support.

Interactive Outdoor Event for Girls to Participate

An interactive outdoor event such as a relay race would create a safe space for girls to participate in sports whilst promoting the branded-on-trend activewear and display of neon fluorescent tubes as marking posts.

Facade Lighting M&S Building and Light Projection

Bus Advertisement