Matt Luke Portfolio copy v3
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Transcript of Matt Luke Portfolio copy v3
Hello StrangerWelcome to my creative portfolio. When you come to meet me for the first time, there are a few
things you are likely to pick up on. The first thing will probably be my Devonshire accent. The next
thing you might notice is my 1st Class Honours Degree in Creative Writing and undying love for film
and screenwriting. Or perhaps it’ll be my uncanny resemblance to Benedict Cumberbatch – I don’t
see it myself though. People seem to think it’s the cheekbones.
Small talk aside, what you’re probably more interested to know about is my experience with
recruitment marketing agency Stafford Long & Partners. Fresh from my BA and armed with a
personal mentor, I joined this graduate-focused firm as a wide-eyed intern and immediately went on
to explore the mystical world of copywriting. And I haven’t looked back since. Creative campaigns.
Web content. Job listings. Pitches. On that note, I’ll leave you to explore.
Barclays
Barclays was in the middle of launching its brand new Early Careers site and needed some brand
new graduate profiles to go with it. From interviews to final drafts, I produced insightful profiles
that fit the bill nicely.
“I have catch up meetings with my manager almost
every week. I get to tell him not only about what I’m
doing, but also about what I’d like to be doing. And it’s
always a two-sided conversation. I’ve received a lot of
support from everyone. Everyone stops to help me, no
matter how silly my questions may seem.”
Aankhi, Barclays Analyst
Ashurst
To help deliver their next programme for law and non-law students, Ashurst wanted us to create a
campaign that would embed their established EVP and showcase their international platform. By
teaming up with Stafford Long’s art director, two new campaign concepts were born.
Move our minds
‘We want to attract students with the right personal qualities;
those who are open-minded, interested in the world around
them, and able to translate this passion into a clear, incisive
argument. So in this route, we’re asking students to make a
pitch for a cause that’s important to them.’
FCO Services
At FCO Services – a Trading Fund of the Foreign and
Commonwealth Office – whenever a big vacancy
opens up, they need to fill it fast. From slick HTMLs
to gripping headlines to succinct job postings, I
worked with designers to grab the right audiences.
Lead the work, that will lead government
‘FCO Services is trusted to keep information,
assets and people safe all around the world.
Our customers – including HMRC and the
Foreign & Commonwealth Office – look to us
to respond with agility to their ever-changing
security challenges. You’ll help us do even
more.’
Mitsubishi UFJ Financial Group
As one of the top five banks in the world, MUFG wanted two graduate sites to differentiate their
corporate and investment banking firms. I not only wrote the web copy, but went on to produce
the long-form copy for the bank’s new brochure to go along with it.
Discover a better balance in banking
‘Our Summer Internships are more than just a fascinating
insight into MUFG: they’re an opportunity to shape the
foundations of a long, rewarding career within
international finance.’
Hogan Lovells
Global law firm Hogan Lovells asked us to put together a range of graduate
concepts to promote their upcoming campaign – from posters and flyers to
bookmarks and social media headers.
The Support You Need.
Rain or Shine.
This Is The New Dynamic.
‘There’s a subtle difference to
how we work at Hogan Lovells.
Whenever there’s
a challenge, we stick together.
It’s our people
– and their potential as
a team – that makes us
dynamic. So even when the rain
catches you off guard, we’ll
have you covered.’
Diversity Event Sites
As an industry-renowned agency dedicated to diversity, the Stafford
Long team asked me to write the web copy for two of their career
events: AuthentiCity (for LGBT students) and Big City Bright Future
(for aspiring school leavers).
Find your place in the city
‘Many people believe their gender or sexuality can put
them at a disadvantage when looking for jobs. Our aim,
above all, is to help put your mind at rest, open your eyes
to the wide range of options available, and encourage you
to show the world what you’re really capable of.’
Pitch WorkWhile at Stafford Long, my personal mentor regularly assigned
me hypothetical pitch challenges to help develop my creative
abilities. Although speculative,
the work I was given involved real briefs from big
name clients. I worked on them as though they were live
projects and ultimately made them my own.
Here’s what I came up with:
Taylor Wessing
Taylor Wessing, a future-focused law firm, was struggling to distinguish themselves from
their competitors and needed to solve this problem for their new graduate campaign. By
centring on the range of Technology sectors the firm operates in, I created two campaign
routes that would reach out to the practically-minded students they were after.
Taylor Wessing
Advance with us was created to demonstrate that Taylor Wessing, like
their clients, are always evolving. It invites graduates to join a firm
passionate about technology, placing engaging circuit board visuals at the
heart of its branding. The route also involves a high-tech memory game to
encourage direct interaction with the campus stand.
Taylor Wessing
Taglined You Are The Breakthrough, this concept introduces the idea that
graduates will help clients bring technological innovations to life through
the services they’ll provide. Imagery focuses on famous inventions
throughout history to emphasise this, and features an interactive iPad quiz
to engage with students on-campus.
L’Oréal
L’Oréal wanted a change of image. They wanted to show graduates that the
cosmetics industry is global, hugely profitable and not just for females. My
solution? Two campaigns that would engage with everyone and encourage
students to view the beauty industry from a fresh perspective.
L’Oréal
The first route boasts the strapline, Do Something Unexpected. Everything
about the campaign is intended to surprise graduates and shed light on
misconceptions about the beauty industry. It features imagery with
alternative uses and situations for make up products; a social media film in
the style of “Gogglebox”; and a campus event that actively encourages
students to do something unexpected.
L’Oréal
Set The Trend, my second campaign route, explores the concept that at
L’Oréal, you set the standard, you define your own career and you pave the
way for others to follow. Visuals revolve around high-flying graduates
leaving behind colourful trails wherever they go, and the interactive campus
event is promoted through short film made especially for Facebook.
Who you gonna call?
Me. Call me.
Email: [email protected]
Mobile: 07580783462
LinkedIn: linkedin.com/in/matt-luke-85629686