Supporting London’s local artists by generating HYPE FOR PUZZLES.
print club x luckies launch
Art Direction - Graphic Design - Digital & Social Content - Print
Puzzles are seeing a resurgence, as a mindful, engaging past time. Perfect for those who want a break from screens. But a 1,000 piece watercolour scene won’t cut it for an audience that favours cool, artisanal products. Contemporary art collective Print Club London joined forces with lifestyle products studio Luckies of London to launch a range of artist edition puzzles, featuring works by some of collective’s best known artists.
I coordinated all aspects of the launch, from facilitating the on-location product shoot to designing the promotional zine. We generated interest with a digital and direct mail campaign, using photos we captured of Print Club’s paint-filled studio across social assets and a zine for retail buyers. The artists acted as KOLs, helping to spread the word. By tapping into the artists’ fan base, and attracting well-known retailers and consumers who favoured uniquely products, the range achieved the highest retail sales of any launch that year.
