Personas Before Everyone Called them Personas

This brochure was created to inform marketing stakeholders about new consumer segmentation profiles. Each consumer segment was described in narrative form accompanied by an illustration. The idea was to encourage marketing professionals working with the brand to consider the segmentation system when developing products or messaging targetting these segments.

My insight was for this to work it was really important to make the narratives so beliveable, you could picture the person in your head.

I worked with the writer and illustrator to bring these personas to life.

The brochure itself was designed to unfold into an attractive poster and included an at a glance table that summarized each segment persona by common criteria.

Creative direction, art direction and design: James Welsh
Copywriting: Jane Daly
Illustration: Alan King