[ eLearning - Graphic design - Web design - Multimedia ]
CAMPAIGN DESIGN
SEEDS — We Are Parable x BBC Film
About the client
We Are Parable is a Black-owned film distribution and events company dedicated to bringing culturally relevant cinema to audiences across the UK. For this project, they partnered with BBC Film to present SEEDS, a programme of short films and events celebrating Black British storytelling. From personal journeys of grief to ancestral spiritual quests, SEEDS was built around the voices of emerging Black British filmmakers, brought to life through screenings, live discussions, and performances across the UK.
They needed a visual identity and campaign assets that could hold the weight of that mission.
The Brief
The request was for a full suite of digital assets: social media graphics for Instagram, X, and Facebook, email marketing assets, and web banners for both the We Are Parable and BBC Film websites. The tone needed to be inspirational and empowering, the imagery rooted in themes of identity, belonging, community, and coming of age. The core audience was Black women aged 25 to 34, culturally curious, film-literate, and looking for events that spoke directly to them.
The Approach
Dicscovery
The brief was detailed and gave me a good starting point, but I had a few questions before putting together the proposal.
I needed to clarify the practical side of the project — whether they needed editable templates or finished artwork, the deadlines, and the budget.
I also had some questions about the visual direction. The project was a collaboration between We Are Parable and BBC Film, so I wanted to understand how the two brands needed to work together and how much room there was to develop a visual style for SEEDS.
We talked through words like “inspirational” and “empowering,” and looked at examples of work they liked and didn't like. That helped narrow down what those ideas actually meant for this project.
SEEDS was also a project I felt moved by. It centered on Black British stories and emerging filmmakers, so getting the tone right mattered to me. The work needed to feel engaging and distinctive without losing sight of what the programme was about.
Design and Build
Once the direction was approved, I started building out the full set of assets.
The main campaign used warm yellows, overlapping circles, and bold typography. For the filmmaker profiles, I introduced darker, earthier colours to give those pieces a slightly more intimate feel.
I also created a consistent look for the film stills, cropping them into circles and placing them against the campaign colours. This helped tie the different types of content together while still giving each one its own purpose.
The SEEDS wordmark was paired with simple, bold typography, while the overlapping circles became a recurring element throughout the campaign. I carried these elements across the event announcements, filmmaker profiles, countdown posts, and other social assets.
Together, these elements gave the campaign a consistent visual language while allowing each piece to feel a little different.
Review and Refine
There were several rounds of feedback throughout the project. We reviewed the assets together, made adjustments, and refined the details as the campaign came together.
A lot of the work here was simply making sure everything felt consistent across the different formats and that the final assets were working as intended.
The Result
Seeds launched, and some locations even sold out.
This one meant a lot to me. Seeing Black British stories being celebrated and having a room full of people show up for them was really special. It was also nice knowing that the work I created helped get people interested enough to come through the doors.
The team at We Are Parable and BBC Film were happy with the final result, which made the whole project feel even more worthwhile.