Concept and creative direction for M&S Woman rebrand: The creation of a new brand identity for M&S’s core womenswear range ‘Woman’, which was tired and outdated. The work included brand positioning, brand name generation, strategy, logo design, design, typography and artwork for print. The new brand name M&S COLLECTION featured an elegant look and feel, and distilled a diverse range of products into a cohesive fashion range.
Concept and creative direction for animated films: The creation of the world’s most acclaimed CSR programme, from positioning and logo design to communications roll-out through stores. M&S made a profit of £50m from Plan A in the year to March 31 2010, compared with the £40m cost it expected to incur delivering the plan through marketing, branding, internal comms and infrastructure such as the anaerobic digester featured in the digital animation.
Concept and creative direction, Swarovski Elements advertising campaign: The concept Jawaher (light) and imagery was created to communicate with designers from brands such Bulgari, Escada, Christian Louboutin, Dolce & Gabbana and Hugo Boss that are popular in the Middle Eastern market. The campaign was art directed, filmed and edited to bring Vogue-style fashion sensibilities to Middle Eastern dress.
Concept and creative direction, Jigsaw menswear & womenswear autumn/winter advertising campaign: The campaign work was based around a highly stylised autumnal colour treatment of photography shot in the UK, and included photographer and model selection, art direction, pre and post production, shoot production, design and layouts.
Freelance art direction, Agency Sapient: Advertising pitch concept* for the BMW 7 series. The 7 series is a ‘jewel’; a high-end accessory essentially not dissimilar to a Rolex Watch or a Cartier diamond ring. The car’s technology enhances the driving experience to the extent where man and machine become one.
Concept and creative direction: Per Una had lost both its direction and its credibility as a fashion brand. Tasked with changing the public’s perception via a press campaign, we selected Amber Valletta as the key model and Andreas Sjodin as the photographer. The campaign ran across consecutive pages in national press and fashion magazines.
Rebrand concept and creative direction: A complete rebrand of the real ale brand Adnams and all its divisions, led by the creation of a unique typeface inspired by signage from local boatyards and a new positioning building on Adnams’ strong history in Southwold, Suffolk. The work encompassed creative strategy, branding, logo/brandmark design, typography, advertising, photography, design, packaging, labels and brand guidelines.
Concept and creative direction: With a fiercely loyal audience, some of whom had been portrayed in the press as rioters and looters, JD wanted to let customers know that they were valued – and to show the rest of the country that they had value. We conceived and implemented a two-part campaign, firstly recruiting and subsequently featuring the people who became ‘the face of JD.’
Advertising pitch*, concept and creative direction: The brief was to boost sales of ghd hair straighteners in the run-up to Christmas. At the heart of the concept was the truth that Christmas can bring unwanted and disappointing gifts. Using the message ‘Tell them what you really want’, we gave the product a premium, highly desirable positioning, through a campaign proposal encompassing magazines, digital media and POS.
Brand refresh, concept and creative direction: Brand refresh for a quintessentially English country clothing and accessories brand to attract a younger, more fashion-conscious customer. The campaign ran in print and POS, with the work including art direction, model casting, photographer and location selection, design and layout.
Concept, creative direction: The development of BP’s CSR platform and a ‘humanising’ of the Groups’s code of conduct. The work was led by a rebrand of the Ethics & Compliance function, including logo design, followed by brand development, the creation of an internal communications campaign to engage staff globally, and web work in other areas of the Group.