ART DIRECTION . CONTENT PRODUCTION
Patch was the first online houseplant brand in the UK. Patch helps you choose the right plants for your space, delivers them to your door, and helps you look after them.
I worked with the brand in-house to scale their content production, which included the production, styling and art direction of their product and campaign shoots, as well as social and out-of-home activations. I inherited the visual identity, but I evolved their look and feel across imagery, illustration and product design to elevate their aesthetic.
PATCH
ELEVATED IMAGE STYLE
Patch were targeting a premium, aspirational aesthetic in their content, but in needed to have mass appeal to reach their nationwide audience. Although these are product shots, the elevated locations and styling cues enhanced the desirability of the plants. As Creative Lead, I handled all the production, on-set styling and art direction.
PACKAGING DESIGN
Patch deliver plants in telescopic boxes; they can be clipped at different heights depending on the size of the plant. Delivery is an important part of the brand experience; I worked with an illustrator to develop a design that ‘grows’ with the box, so it appears as a complete picture regardless of the height. I balanced this with the user experience to make sure instructions were clear to drivers and customers (orientation, fragility, how to open the box).
AWARENESS CAMPAIGN
For an awareness campaign we ran on the rail network, I wrote a headline that leaned into their playful brand and connected with both the location, and the common experience of plant ownership. I developed a bold, simple design to let the copy own the hierarchy.
AWARD-WINNING INSTALLATION
Patch was invited to exhibit at the prestigious RHS Chelsea Flower Show the first year they featured houseplants. In partnership with the spatial design studio The Edible Bus Stop, I worked on an award-winning installation based on the healing power of plants.
“Sophie was the perfect creative partner; strategically smart and creatively bold. She grabbed challenges with both hands, and delivered great work within tight constraints and timelines. I’d recommend her in a heartbeat and look forward to working with her again.”
COLLABORATORS
Photography: Ross Brind
Illustration: Miguel Ángel Camprubí