I’m an Executive Creative Director with over 25 years of experience working at award-winning creative agencies and a guest lecturer at leading design universities in London. I have international experience leading complex and large branding projects throughout Europe, Hong Kong, Vietnam, China, and South Africa.
Currently, I’m ECD and Head of Brand at frog London.
Creating an iconic, market-leading telecoms brand
After the merger of two telecom companies, Sunrise faced the tough task of standing out in a competitive market focused on product and price. Our strategy positioned Sunrise as a challenger brand, marking a bold shift and ushering in a new era. This visionary approach influenced every aspect of the brand, from corporate to consumer and business offerings, customer experiences, and securing the SwissSki sponsorship.
Rebranding a banking icon
Over recent years, people’s faith in banks was dealt a major blow. Lloyds Bank had to rebuild trust and turned to its long history of supporting the people, businesses and communities of Britain as its inspiration. We created the brand strategy and refreshed every aspect of the bank’s identity that brought all communications together across the bank’s three divisions (Retail, Commercial, Private) with a strong master brand and clear, multi-channel guidelines.
A rebrand that’s shaking up the sector
ARU is not a conventional university. They are distinctive in their attitude and offering. Inclusive not just by default but by design. However, as a brand, they struggled to stand out in a sea of higher-education sameness. They wanted a brand that challenged perceptions and changed misconceptions, and as powerful as their ambitions. We took the heron element of ARU’s crest and reimagined it as a clean, modern logo. Not only does it represent their ties to the region but when we delved deeper, we discovered in many cultures across the world, it’s symbolic of self-actualisation and self-reliance – the values ARU nurture in every student. A statement of their origins and aspirations.
Embracing everyday banking with a streamlined experience
With the FinTechs posing a threat, Halifax had to make a significant change to the brand which resulted in a new strategy and a major overhaul to its identity. The new identity was designed to be utilitarian and streamlined using bold colours, flatter graphics and a distinct tone of voice. While making use of its heritage of being honest and democratic it now has the modern appeal to stand out from high-street and in the digital space.
Redefining a brand that advocates for truth and transparency
Holtzbrinck, one of the world's largest publishing companies, owns prominent brands like Macmillan and Die Zeit. In an era where truth is increasingly subjective and misinformation is widespread, Holtzbrinck needed a new brand strategy and identity to emphasise its commitment to truth and transparency and aim to positively influence the world.
Creating a world-class pan-African bank
An iconic African brand, Ecobank’s vision is to build a world-class, pan-African bank. With new high-consuming class emerging, with greater levels of disposable income and access to new technologies and information, there is an increased appetite for products and services to be bespoke. We created and launched the new brand Premier Banking by Ecobank across Africa in all key channels (TV, digital and offline).
A new school of thought
Despite being ranked Europe’s number one business school for the past five consecutive years, London Business School were facing aggressive competition from traditional business schools and new entrants. Alongside this, the existing customer promise lacked distinctiveness and the brand identity had become dated, with a lack of consistent application across touch points. We created a new brand, redesigned and rebuilt their digital estate for both Executive Education section and the wider London Business School website.
Reimagining wealth management
W8 Advisory provides specialist and comprehensive expertise from an extensive network to tailor-make the best solutions for their clients. With such a sophisticated, select and small client base, W8 Advisory wants to ensure that they appear bespoke to set them apart from their peers. We took an unconventional approach to a very traditional business. W8 became the moniker for Infinite Wealth Solutions through the coupling of ‘W’ and the Möbius strip symbol. With the communications delivering high production values, we were able to deliver the brand appropriately to their target audience.
From uncertainty to certainty
Working in an established and crowded market, we created a newco business that could stand out as a leading restructuring advisor. The key was building on the team's relationships and reputations. The outcome was to hero the Certa team confidently and naturally to keep the brand authentic and approachable. In keeping with this positive theme, the tone of voice and design was straightforward, clear, concise and uncluttered. This confident approach has a finite result in view, emphasised by the full point in the name and the definitive underlining of keywords.
Elevating a brand in the digital world