CLIENT // Springfree™ Trampoline Inc. (in-house, 2007–2012), in co-promotions with Cottee’s, McDonald’s, Nutella, Pauls, Poppin and Wonder White in Australia

TARGET AUDIENCE // Families with young children, parents and grocery shoppers, plus restaurant and drive-through visitors.

CONCEPT // To make Springfree’s innovative, fun side feel at home inside well-known Australian food brands. Each promotion offered a Springfree trampoline as a prize. The brand had to be recognizable on a cordial shelf, a Happy Meal box, a popcorn display, a milk carton and a bread aisle, without competing with the partner brand.

DESIGN ISSUES // Every partner had a strong, established look, so Springfree had to appear as a supporting brand while keeping its logo, colours and product imagery consistent. The work also ranged from small to large: shelf danglers, packaging panels, jar neck labels, end-of-aisle displays, a full in-store trampoline setup, and outdoor and in-restaurant displays. It was all coordinated with the marketing team in Australia.

DESIGN PROCESS // As lead in-house designer, I supplied the Springfree logo, product and image assets and gave feedback on how the brand appeared next to each partner’s graphics. I also joined brainstorming sessions with the marketing team on how each promotion should look and where the trampoline would sit in the display. The partner-facing graphics were a collaborative effort, not solely my design work.

SPECIAL THANKS // Kristen Hill, Leanne Fretwell

SCOPE // Brand asset supply, visual direction and feedback, POP displays, in-store and outdoor promotional displays, packaging and promotional panels

INDUSTRY // Retail, Food and Beverage, Family and Recreation