Having worked up some identity ideas for Juel, the next part of the brief was to create an advertising campaign for the company. I reassessed my initial ideas and went back to Juel before finalising the graphics and layout for their advertising campaign. As they are a small start-up I didn’t want to create anything big-budget, and I needed to make the advertising (including the text and graphics) relevant to their target audience. Juel’s ideas about who their target audience are changed a little and my ideas for their identity and packaging, and subsequently advertising, changed with this.