HOYDEN

Brief:

Promote a small or mid sized (SME) enterprise that is based in the North of England, through stylish imagery that will evoke interest and communicate the key focus of that business and produce a minimum of 4 promotional pieces to go along with the imagery.

Concept:

I chose to create a campaign for Manchester based print and clothing company 'Hoyden', the campaign is named 'free the hoyden in you' and is based around the meaning of Hoyden which is a 'carefree and boisterous female'. The campaign celebrates being boisterous and hopes to give confidence to many to become more boisterous and to always stick up for what they believe in.

Hoyden is located in Afflecks Palace in the quirky Northern Quarter of the city of Manchester. Afflecks Palace is known for it's indie and eclectic scenes of dozens of independent brands , boutiques and small shops all in one building. It is the heart and sould of Manchester and Is known for it's disruptive, different and Individual scene, the perfect setting for Hoyden

For my creative edits I decided to use typography to express emotions. The edits fit the tone of the campaign, with being all about taking action and sticking up for yourself, relishing the fact that Hoyden was once such a negative term and that keeping quiet was a consistent normal thing for females, and rebelling against it. Showcasing how amplifying your voice is a great thing , everyone should have the right to do it without any judgement.

Creative edit
Photographed by - Dave Schofield