Creative Collaboration: Southern Rail, Week 1 overview

For our first creative collaboration project, we are in charge of doing a complete rebranding of Southern Rail. We discussed about the current reputation of the train company and looked into online reviews of them as a start.

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It was obvious from the beginning that Southern Rail’s reputation is horrible. They are notoriously known for having poor customer service, late or cancelled trains and poor treatment to their employees. This immediately told us that one of our priority is to change their reputation. This would mean having changing the perception customers have towards Southern Rail.

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Looking at their website, it was obvious that it is outdated. The colours of the website is dull, boring and a bit jarring to look at. Their logo, frankly, is old and unattractive.

Aesthetically, I discussed with our web designer to see if we can create a website that is more sleek, simple and user friendly.

For research, I looked at other train websites such as Trainline and Virgin.

Unlike Southern’s website, Trainline and Virgin immediately presents to the viewer that they can buy tickets immediately using the search bar for dates, time and location for their travel. Implementing that to our design for Southern’s new website would take account to user friendly use, as well as reducing time for the customer to purchase their ticket, reducing the stress that comes with the experience of commuting.

Our team agreed we could take on a more minimalistic design for Southern Rail, giving it a fresher look. The less clutter there is on a website, the less jarring it will be and would be more pleasant for the user’s web experience.


Final outcomes

LavazzaAfter several psd layers, this if the final outcome for my Lavazza ad.

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What I really like about it is how it strays from the usual Lavazza persona. This dark take was inspired by my personal interest in horror. By featuring Jason Voorhees as the character for my ad, I felt that he would be more recognisable as he is one of the well known monsters/killers in horror movies and video games.

Screen Shot 2017-06-20 at 3.59.59 pm.pngWhat I struggled with while doing this project was figuring out how to turn the day background into night time. I also had difficulty understanding how to work with tones and saturation to fit the mood of the ad.


Working with other elements I felt that it was easy, for instance, removing highlights and filling in shadows.

Another struggle I encountered was turning the image into a portrait as I felt that pose/position of the character was awkward.

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Personally, I’m not too pleased with the portrait and felt that I should have shot it differently to give the image more context. Another thing I could have done was bring up the brightness more but I was also trying to maintain the creepy mood of the image which is why I made the decision to leave the brightness as shown in the images.

Overall, I did enjoy doing this project as it allowed me to creatively flourish and challenged me to focus on details and create a visual narrative; something I’m not confident of sometimes.

In the Boardroom



What I liked about the space was that it had all the elements I wanted which were ambient lighting coming from the outdoors and some indoors.

I tried having the pair standing in different poses. Since I had limited time, I positioned them behind the reception desk and one sitting next to it. I was hoping this would relax them into posing for the camera I noticed the employee in the gray shirt was a bit nervous.


Lighting diagram



Boss Shoot

Diego Vanassibara is a shoe designer and owner of his self-named shoe brand which he sometimes calls “Diegos”. I contacted him through the phone and agreed to meet-up with him to discuss taking his portraits. The first thing I had notice when chatting with him is his vibrant personality. Every time he describes his brands, he sparks up with this Brazilian flair to emphasise his love for his brand.

That gave me an idea for where the shoot to take place. I went with Neal’s Yard because of it’s colourful and because it’s hidden away from the main streets, stumbling upon it for the first time is like a pallette cleanser from the dull-coloured builings in London. I went to do a recce there as Diego agreed and wanted to have his portrait taken there. 

Documenting my depression

Originally my idea was to photograph my family’s old house in Whitstable, however, after sending a letter to the current owner, I didn’t get a respond. So, I went for my second idea.

I was pretty hesitant to photograph my depression. It makes me feel nervous to show the people who I see every week a sickness that’s been with me for a decade of my life. I’m afraid of the stigma that could come with it but, I also feel the need to show my perspective on it. An almost-first-person-view of what and how I experience it.