NewCold – IP Awareness Campaign
NewCold is a global leader in advanced automated warehousing and cold chain logistics, operating across 15 international locations. They needed an internal campaign to build awareness, respect, and proper protocol around intellectual property across their global teams. The challenge was turning a topic often viewed as dry and technical into an engaging, high-impact poster series that would educate employees and drive a real shift in attitudes.
Working alongside a copywriter, I researched into the nuances of IP law to find creative ideas that would catch the attention of employees on the warehouse floor. I developed a three-part typographic and photographic poster series that works as standalone informative pieces, as well as a single step-by-step guide when displayed together. The posters clearly outline the exact actions employees should take when identifying patentable innovations, using authentic imagery from within NewCold facilities to ground the messaging in real-world day-to-day operations.
Alongside the chosen route, I also explored an alternative vector concept inspired by bold, colourful WWII-style posters designed to grab attention in busy warehouse spaces. These vector illustrations play directly off the headlines to create a playful visual hook around a complex topic, while a restrained, blue-toned palette ties the series together for a cohesive look and feel.
