{"id":28929,"date":"2024-07-16T09:06:00","date_gmt":"2024-07-16T09:06:00","guid":{"rendered":"https:\/\/muse.international\/?p=28929"},"modified":"2024-10-22T03:11:46","modified_gmt":"2024-10-22T03:11:46","slug":"interview-with-ashley-hodge-design-director-of-whippet-london","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/interview-with-ashley-hodge-design-director-of-whippet-london\/","title":{"rendered":"Interview with Ashley Hodge | The Design Director of Whippet London"},"content":{"rendered":"\n

Ashley Hodge is a Design Director at Whippet UK, bringing experience from previous roles at Dalziel & Pow, Rawls, and Futurebrand. With a robust skill set that includes Art Direction, Corporate Identity, Graphics, Graphic Design, Creative Direction, and more, Ashley Hodge contributes valuable insights to the industry.<\/p>\n\n\n\n

Q1<\/h2>\n\n\n\n

Hey! I’m Ashley Hodge, a Design Director with 24 years of experience specialising in branding across multiple channels. Including digital and e-commerce (desktop and mobile), art direction (stills and video), packaging, print, creative strategy, campaigns, and environmental design.<\/p>\n\n\n\n

Q2<\/h2>\n\n\n\n

I\u2019ve always loved art and design, and the freedom it gives you to express yourself and give a unique point of view in a creative and personal way.<\/p>\n\n\n\n

Q3<\/h2>\n\n\n\n

Whippet is an independent creative agency with studios in London and Melbourne. Through brand design, strategy, communications, and environments, we\u2019ve been transforming retail brands globally since 2001.<\/p>\n\n\n\n

Q4<\/h2>\n\n\n\n

Good design should make you feel something, and spark an emotion or connection. It’s that magic that makes something stand out.<\/p>\n\n\n\n

Whippet was briefed to bring to life the biggest single product launch in the history of M&S Food, appealing to health-conscious customers at New Year, a crucial moment in the business calendar. We knew our approach had to be bold and assertive: we wanted our customers to be so confident in the Gut Shot that they\u2019d never consider buying a health drink from anywhere else. It had to feel like the natural choice.<\/p>\n\n\n\n

So, this presented a clear challenge in terms of drawing attention. We also had to make sure this tiny 150ml product created a big splash in busy stores. If it couldn\u2019t stand out against the noise, the launch would fail.<\/p>\n\n\n\n

Our strategy for the Gut Shot launch was built upon two insights:<\/p>\n\n\n\n

    \n
  1. Many people kickstart the New Year with good intentions for health, wellness, and their finances.<\/li>\n\n\n\n
  2. Health is a crowded and confusing space for customers \u2014 so brands need to make their voices heard.<\/li>\n<\/ol>\n\n\n\n

    We targeted two kinds of customers for the launch: shoppers with an active interest in gut health, and those whose curiosity made them open to learning more about our product.<\/p>\n\n\n\n

    To engage these groups, we felt our comms should spotlight the authority of the people who developed the Gut Shot: ZOE’s nutritional scientists, and co-Founder Professor Tim Spector in particular. We featured Tim\u2019s face prominently in our designs for window visuals, shelf POS and social media content, emphasising his expertise. Combined with M&S\u2019s leading reputation for producing quality food, this helped us to tell a powerful story that helped people to understand the product and what made it special.<\/p>\n\n\n\n


    <\/i><\/a><\/i><\/a> <\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Read about the Interview with Bowen Shen from the United States here<\/a>.<\/em><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Ashley Hodge is a Design Director at Whippet UK, bringing experience from previous roles at Dalziel & Pow, Rawls, and Futurebrand. With a robust skill set [\u2026]<\/span><\/p>\n","protected":false},"author":23,"featured_media":28993,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[372,540],"tags":[504,541,382],"yoast_head":"\nInterview with Ashley Hodge | London Design Awards Winner<\/title>\n<meta name=\"description\" content=\"Ashley Hodge is a Design Director at Whippet London, bringing experience from previous roles at Dalziel & Pow, Rawls, and Futurebrand...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/interview-with-ashley-hodge-design-director-of-whippet-london\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview with Ashley Hodge | London Design Awards Winner\" \/>\n<meta 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