Kimberley Dines

Concept: Kimberley Dines, Surena Chande, Karen Ellis, Robert Fontanelli, Pierre Furia

Script and Creative Direction: Karen Ellis

Art Direction: Robert Fontanelli

Concept and Script: Ottilie Standring x Kimberley Dines

Art Direction: Robert Fontanelli

Creative Direction: Karen Ellis

Experience Page Copy: Kimberley Dines

Interactive Experience: Kimberley Dines x Max Spencer

Script: Kimberley Dines

Art Direction: Emilie Lavat & Tiphaine Sartini

Creative Director: Karen Ellis

Concept, Headline: Kimberley Dines

Campaign Script: Ottilie Standring

Art Direction: Robert Fontanelli

Creative Director: Karen Ellis

Social Assets: Pierre Furia x Kimberley Dines

Beginning with conceptual development, I worked with the design team to create something iconic for the opening of Apple’s Battersea store. The copy had to feel invitational and link our brick-inspired creative to the logo.

I wrote customer-facing copy for the barricade, including a playful Easter egg explaining the reference for the ‘hello’ typeface, digital screens both instore and within Battersea Power Station, landing page and email. I crafted copy for a bespoke one-of-a-kind backstage poster and graduation cards for the store team. We also created pins, stickers and tote bags for everyone involved in the opening.

Creativepool Award Shortlisted 2023

GB Railfreight is the third largest provider of railfreight services in the UK but has become the most profitable thanks to their excellent record of reliability.

The Yard Creative brought me on board to consult and craft copy for the GBRf rebrand, bringing them further into the digital world. The primary aim was to recruit large numbers of candidates online, they required an engaging online presence.

In order to attract a wider pool of candidates, we needed to bring a human tone to the GBRf website. The rebrand took their website from highly corporate to a bolder, modern design. We transformed the brand’s tone, removing the extremely technical language which could be alienating, and moving to a more colloquial style that could appeal to a larger audience. I worked with the design team to ensure stats and facts were punchy and presented in easily digestible sections.

I also developed concepts and copy for their recruitment campaign. The OOH posters included headlines that alluded to GBRf’s purpose and reputation for reliability in a relatable way.

When it comes to culture, the UK is a melting pot of ingenuity. For emerging makers to established creators, Mac is a studio, toolbox, cutting room and canvas. The BTM campaign shots take you into the creators’ worlds and show you how the UK creates behind the Mac.

On the apple.com landing page, I wrote everything from the campaign headlines to the creator biographies, as well as the meta data and ARIA labels for accessibility purposes.

For partners, we created a staff booklet to create awareness of the campaign in stores, featured large-scale prints from the campaign accompanied by captions, and a developed a table sign for customers to learn more about why Mac was the tool of choice for creators.

My role was both integral to the creative development of the campaign and implementation process. I worked closely with the strategists, designers, creative directors, interactive developers, project managers, legal and accessibility teams, as well as MAL, who created the coordinating BTM campaign video and OOH advertising.

The Ree/cut series is a collaboration between Reebok x size? and young digital artists shaping 90s-inspired culture in the UK today.

Ree/cut celebrated a series of sneaker reissues, including Rapide, Classic 83 and Phase 1 ’84 – all classic silhouettes from Reebok’s 90s archives.

Each sneaker launch saw a different collaborator draw inspiration from the shoe and visual language of the 90s, and then Ree/cut them for a modern aesthetic.

My task was to research, source and brief young visual artists for the brand to collaborate with on a series of artworks and short documentary style films. I wrote artist briefing documents, film interview questions and copy for final GWP posters, window displays and vinyls found exclusively in size? stores throughout Europe.

Part of a creative brief with four23. Artwork by Rosanna Webster, Caterina Bianchini and TWOMUCH.STUDIO. Video editing by Sabina Dallu.

To mark the launch of the Apple Store Online in India, Apple created a bespoke logo representing the intersection of the brand and local culture.

The UK creative team worked closely with India’s Marcom team to develop a concept and logo inspired by the unique local tradition of mehendi. Worn on joyous occasions, this decorative art form interweaves henna symbols representing positivity, harmony and gratitude. There are also icons representing many Apple products and services hidden within the logo.

Originally the copy was developed to reflect the celebratory feel of the logo, but due to the global pandemic we made the decision to adjust the tone to more straightforward messaging and traditional Indian terminology.

The campaign kicked off with a teaser homepage tile and landing page on apple.com/in. We received 587K visits on the landing page and 71% CTR on the homepage promo tile during the teaser phase.

Established in Birmingham in 1947, Coloral was the original cycling bottle, carried by the legends of le Tour de France. 

In 2013, members of the four23 team were inspired to revive the vintage ‘bidon’ with a Kickstarter campaign, and five years later relaunched the updated bottle. 

My brief was to tell the story of Coloral, touching on its prestigious history and how it came to be reimagined for modern day lifestyles. The copy also had to highlight that sales raised money for Re-Cycle to send bikes to Africa and pledged 1% for the Planet. 

I wrote and edited copy for the brand packaging and care instructions, as well as editorial digital copy, terms and conditions, SEO and metadata. 

Coloral.cc

As part of the D&AD shortlisted motion rebrand for M&Ms, I was tasked with creating copy for a new ‘Colour Wall’ screen to showcase the new look and feel, as well as reasons to purchase.

My brief was to create a snappy CTA-style headline and copy for the storyboard that would encourage people to gift for all kinds of occasions. I led with ‘Make your mix.’

Inspired by the use of the iconic ‘m’ and ampersand, I wrote original copy in the playful style of M&Ms such as ‘gifts that'll get them m&m&m&m&m -ing’ and adapted the signature ‘you&us&them&everyone’ line for this unique placement.

In December 2019, Apple Pay rolled out a new ‘Express Mode’ feature for paying on TfL services which allowed users to simply tap and go without pre-authenticating.

Apple took this as an opportunity to target non Apple Pay users and educate them on how easy it is to use the service on TfL, whilst also updating existing customers on the change.

The campaign included a ‘How To’ video that would inform users about how Apple Pay works differently on TfL.

I wrote the headlines and body copy for the campaign landing page, homepage tile and a section that was added to the existing Apple Pay landing page.

We also created activation campaign for three of the busiest tube stations in London – Canary Wharf, Tottenham Court Road and Liverpool Street.

Working closely with the design team, we honed the key messages down to their simplest form, so they could be read within the few seconds as commuters pass through the ticket hall.

Our ‘Love Mac’ campaign was developed specifically for John Lewis, one of Apple’s key Channel partners. 

We were tasked with drawing parallels between iPhone and Mac, demonstrating how they work seamlessly together, as well as highlighting why a Mac is superior to a Windows PC.

Our challenge was to convey complex messaging, reduced down to its simplest form. I worked closely with the entire creative team to ensure the design and copy complemented and supported each other.

The campaign included a landing page, homepage banner and digital loops that would be played on screen in store.

Love Mac

Working with the four23 video editing team, I developed a storyboard and script for the institutional film for nonprofit organisation Fight For Peace. The film introduces FFP and breaks down the complexity of the work they do in an understandable, human way. The film is heroed on their homepage, and celebrates the amazing work they do all around the world.

Having worked on the previous iteration of Do more on iPad in 2021, we revisited the work with our findings for a refresh in 2023.

Our first brief was about disrupting the PC buying process and inspiring audiences to reconsider what an iPad is for. For 2023, we wanted to widen this audience to target anyone new to iPad. We built on our learnings and focused on the best performing categories , showcasing the versatility of iPad even further.

This time, Do more on iPad would take a more sophisticated approach to both visuals and copy, whilst retaining the fun and creativity synonymous with the LOB.

Whilst contracting with JKR I was fortunate enough to work on the Costa account for Summer 2022.

As part of the larger rebrand, I developed the TOV guidelines, renamed the signature Frappés and produced taglines for the OOH advertising and social media, including ‘Burst your thirst’, ‘Fr-aaaaaah-pé’ and ‘Mango go go go.’

The Apple Watch lifestyle project was intended to set the device apart from perceived competitors and give non-users more compelling reasons to buy.

Our brief was to provide a set of benefit-led assets — including lifestyle shots with accompanying copy — that could be appropriated for our partners’ websites, emails and social channels.

Our assets and copy speak to the multifaceted nature of Apple Watch and demonstrate how it can be utilised for everything from payments to phone calls, and mindfulness as well as fitness.

The assets were translated across 8 markets. Media Markt saw an average of 3:34 minute time spend on their campaign page, +15% increase in email open rate and 500k web banner impressions in only 2 weeks.

Brief: Create an identity for Apple’s Diwali 2022 campaign and offer.

Method: Working closely with our team in Apple India for cultural immersion, the creative team, including myself leading on copy, created an identity inspired by the lights of Diwali.

This gave me a universe of beautiful language to play with and I wrote lines for our homepage and the Apple Store Online that tied into our engraving service and exclusive sessions with Today at Apple.

Results:

-+49% uplift on LOB bookings vs forecast

- Our highest iPhone conversion in 18 months

-79% customer uptake on offer

KJUS tasked four23 to produce an interactive microsite as part of a wider communication plan across the brand’s channels, with the key objective to generate leads by capturing email addresses.

The project centred around a dynamic storytelling website, with the narrative following two people taking a road trip from Zurich to Engadin in Switzerland.

To write the narrative, I researched the Engadin region, with particular focus on the history, myths and legends that share names with the KJUS product, as briefed by the brand.

Tying together pre-shot campaign imagery and video with original illustrations, the interactive website took visitors on an immersive journey through Engadin, the home of KJUS. Hotspots expanded the storytelling further and linked directly to product pages.

The microsite hosted a competition banner that remained fixed at the top of the page as the user scrolled through the narrative, serving as a reminder they could enter at any time. The banner was used to capture data and generate leads from sign ups.

KJUS.com/Engadin

Following the success of the Behind The Mac worldwide advertising, we localised the campaign for a British audience, focusing on UK musicians.

The campaign leverages found imagery of artists, from up-and-coming to established icons, using Mac. Every photograph was in existence prior to the development of the campaign.

We wanted the copy to have the same authenticity and began developing a concept that included quotes from artists about Mac to reflect this. 

I was tasked to develop copy for the campaign landing page on apple.com, as well as a homepage tile and an email informing customers about special edition Today @ Apple music sessions. Additionally I created copy for a staff booklet and coffee table book was sent to all talent involved with the project.

The campaign page would make a case for Mac, explaining how it has everything you need to begin and hone your skills, right up to the moment you step on stage. 

Behind The Mac

The Facebook Workplace team tasked me with creating client case studies for its growing portfolio. By watching client interviews, I gained insights and data, transcribing emotive quotes and analysing the research, ensuring the most relevant and impactful information was included.

I created case studies on some of the world’s leading brands and charities including Hootsuite, 1Password and WWF.

Each case study details the unique ways businesses across different industries utilize Workplace and explores how the tool has improved processes, streamlined communication and enhanced collaboration.

Originally developed for the German market, ‘There’s more to iPhone’ was created to change the perception of iPhone. Armed with the insight that German consumers generally focus on techs and specs when purchasing a smartphone, Apple developed a campaign that delivered meaningful information on the product innovation, sustainability, data protection and lifelong value behind each iPhone. 

My role was to localise this campaign to suit a UK audience. Key headlines and complex body copy had to be reworked, and animations restructured.

Whilst each point was extremely technical, my task was to streamline copy into its simplest form. I worked closely with legal and brand teams to ensure each point was clearly and correctly explained. I was also tasked to work with the accessibility team on aria labels for the page, so those who are visually impaired could also navigate the site and learn more about iPhone. 

There’s more to iPhone

To celebrate the release of Disney’s ‘Mary Poppins Returns,’ Hunter created an exclusive collection of boots, backpacks and accessories. 

I crafted invite copy for a special screening of the film hosted by Hunter, as well as an in-store gif booth and lucky dip competition.

To capture the spirit of the film, much of the language used in the campaign is inspired by quotes from the original motion picture.

I also gathered information from the design team, who shared how the prints and products were created. 

Online copy included an editorial ‘Discover’ post, Instagram stories, and an email banner.

For the launch of EQT for FW17, four23 teamed with adidas Originals a week of music events, workshops and ticketed talks, housed within a specially designed Creator Studio in London. 

This was a response to the EQT playbook which “reveals the strategy behind the process, from conception to final output” and enters the “designers world”. 

I worked on the project from concepting to the event itself. I researched and assisted the Strategist write the pitch, wrote briefing documents for speakers and crafted the copy featured within the event gallery space.  

By day, the space featured a programme of creative discussions, interactive workshops and screenings. Talks included fashion photographer Nick Knight and graphic design icon Peter Saville. Interactive workshops included Slam Poetry with Kojey Radical, nutrition with King Cook and an essentials DJ set from Amy Becker, allowing guests direct access and mentorship. 

By night, the studio transformed into a music venue, featuring live performances from Jamie XX, Mura Masa and Charli XCX.

Images by Ashley Verse and David Townhill.