PROJECT: Identity refresh
SOLUTION: Logo redesign, Stationery, Responsive website, Art direction
Draker are a lettings-only estate agent based in Sloane Square and exclusively handle properties in central and west London. They offer long, short and mini-lets and speak to an upmarket and luxury clientele. Unfortunately, the Draker identity, including logo, website and other communications did not reflect this.
The challenge was to refresh the identity to feel more premium without a total redesign. Colours, typefaces and kerning were adjusted to create a crisp, modern logo, while the website homepage was completely redesigned for a contemporary look-and-feel.
A central part of the visual strategy was creating a library of images that would reflect the Draker customer. As the images would primarily be used on the website, I suggested that the use of cinemagraphs (or images with a small moment of action) would be an effective way of creating movement while maintaining an upmarket appeal. I devised a series of scenarios that would cover the gamut of Draker's customers, from mini-let shopping holidaymakers to long-term corporate clients.
The site is currently being developed and due to be launched in the coming weeks.
PROJECT: NJ Launch/ Hot Spots
SOLUTION: Integrated Outdoor/Mobile/Social
HOW DO YOU DRIVE REGISTRATIONS FOR ONLINE GAMING IN A SATURATED MARKET?
Virgin Games were launching in New Jersey, the first state in the US to allow online gambling, but needed to stand out in an already saturated market.
The New Jersey economy was still hurting from Hurricane Sandy in 2012, which devastated the tourist destinations of the shore and Atlantic City.
This campaign would leverage the Virgin brand's altruistic values, by donating money to the Restore the Shore efforts, as well as providing players with cash advance and NJ-specific money-can't-buy prizes to sign up.
SOLUTION: Logo design, Art direction
Flyte are a private short-haul specialist, flying direct to a selection of Europe’s hard-to-reach destinations. They appeal to a fashionable luxury consumer and required an identity that would attract a younger and more experience-hungry market than their competition.
The identity features a masculine logomark created from an abstracted ‘F’, stylised so that it suggests a plane tail or wing. This icon is used prominently throughout the identity and softened by its pairing it with a feminine colour palette and editorial-style typography and photography.
Working with the campaign concept of 'Keep the good times rolling' the consumer touchpoints show people having a set of extraordinary experiences that only Flyte can gain them access to. The nature of the photography is also closely aligned to that of social sites such as Instagram and would lend itself well to a strong social presence.
PROJECT: Website Design
SOLUTION: Mobile-first, Responsive site
Handpicked are a start-up based in London's tech city. Conceived by the founder of Londonist, their main objective was to offer a platform where small cultural organisations, fitness courses and pop-up dining events could market themselves to a wider audience.
I was called upon to create a simple-to-use user experience, where customers could book tickets in three easy steps. As the site was aimed at a young, urban audience, it was designed and built to be 'mobile-first'.
PROJECT: Love the Summer Vibes
SOLUTION: Identity, Website design, Mobile Optimised site, Iphone/Android App
AWARDS: Revolution Award Automotive: 2012 Winner, 2011 Shortlist
HOW DO YOU CREATE EXCITEMENT FOR AN AUTOMOTIVE BRAND AMONG FASHION-CONSCIOUS WOMEN?
Ford wanted to speak to the young girl about town, an often hard to reach consumer group for car manufacturers.
By speaking to the audience in a familiar language (lifestyle rather than technical specs), we were able to present the Fiesta brand as an essential accessory, as exciting as the latest ‘it’ handbag.
Our Love the Summer Vibes campaign helped women get the very most out of the summer season. Love the Summer Vibes reported on the summer’s hottest trends in fashion, entertainment and cultural happenings, while ‘Fiesta Fridays’, a weekly prize draw, offered money can’t buy prizes. We also created a playful mobile app, which offered magic 8-ball style suggestions for summer activities on the go.
Although the campaign was digitally led, it was supported 360 with radio spots on Capital and Spotify, advertorials in Marie Claire, InStyle, Look, Now, and a social media push on Facebook and Twitter.
PROJECT: Identity refresh
SOLUTION: Logo redesign, Stationery, Art direction
Bridge is a forward thinking people agency that understands brand and business. They required a simple but powerful brand identity to position Bridge as company that lives its own values and is differentiated from the competition.
I developed an identity based on abstract shapes are derived from the negative space of ‘Bridge’. Bold, approachable and fun, it demands to be noticed with a unique, dynamic marque and bright colour. Each shape overlaps the next to create an energetic logo, which is fully flexible and can have a number of iterations.
Imagery was chosen to bring the messaging to life in colourful ways. The clever and conceptual photographs are not immediately obvious, while the overlapping shapes are echoed to create a memorable identity that stands out amongst the competition.
PROJECTS: Dinosaur Stamps App and Doctor Who? Game
SOLUTION: Concept, Design
HOW DO YOU GET YOUNG PEOPLE EXCITED ABOUT COLLECTING STAMPS?
As the average age of stamp collectors gets older and older, Royal Mail have been struggling to make stamp collecting relevant for a generation who are growing up with computers and smart phones.
The latest offering from Royal Mail are limited edition stamps which feature dinosaurs that have been discovered in the British Isles.This app aims to bridge the generation gap by providing a fun and educational promotional tool that appeals to children at a variety of ages to get them excited about the latest stamp collectables on offer.
The app is divided into two segments, learning and play. The learning portion features in depth descriptions of the dinosaurs that are featured on the stamps. Children of reading age can then test their knowledge by playing a 'Guess Who' multiple choice game. The app also features a drag and drop photo editor, where children of any age can add dinosaur elements to their favourite photos and share with friends.
To commemorate 50 years of Doctor Who delighting television audiences and saving the world from evil, the Royal Mail created a limited edition set of stamps that would appeal to fans old and young alike. This simple interactive game was created to allure a younger audience and drive purchase of the stamps and collectables. The puzzle presented players with the stamps of Doctors in a scrambled chronological order, and those who arranged them in the fastest time were rewarded with a space on the leaderboard. Quirky hidden messages helped to encourage multiple plays and sharing.
There are clear calls to purchase to enable parents to buys stamps straight through the app and game.
PROJECT: Website Redesign
SOLUTION: Content-rich, Responsive Site
The English National Opera is founded on the ethos of 'Opera for Everyone'. The goal is to open a traditionally elitist arts discipline up to a mass audience. All of the productions are sung in English and they are best known for innovative takes on classical stories. To further break down the walls of opera's inherent intellectual elitism, additional educational content was included on the website.
This site design was created to be fully responsive on multiple platforms and the user journey had a dual purpose, education and selling tickets
PROJECT: Canesten Intimacy Files
SOLUTION: Cross platform digital and print campaign. Concept and Art Direction of Photo shoot
HOW DO YOU DELIVER A MESSAGE ABOUT FEMININE HEALTH TO FASHIONABLE YOUNG WOMEN WITHOUT TURNING THEM OFF?
To many young women, feminine health is an embarrassing subject they tend to shy away from confronting. Canesten's objective was to educate consumers that thrush can be brought on by everyday causes such as poor diet and tight clothes in order to normalise the disease, while maintaining their brand position as a trusted source for women's health.
In an effort to appeal to fashionable young women, the idea behind our campaign was to create an every-day environment to explore as a way of discovering the causations of thrush. This site, in addition to accompanying advertorials in Look and Marie Claire magazines, was a snapshot into the life of a typical women. The photographs were shot in first person point of view, so that the consumer could recognise behaviours in herself. Each trigger would come to 'life' with sound and colour when it was interacted with, a playful way of creating deeper engagement. Most importantly, it passed the 'open plan office' test, and delivered Canesten's message in a way that would not embarrass female consumers.
PROJECT: Brand Development
SOLUTION: Naming, Logo, Site look-and-feel
LuxeLife is a content marketing platform aimed at the over 50s market. Although there is an ageing population with a large disposable income, many mainstream brands do not aim their marketing efforts towards this demographic.
By creating a stylish and sophisticated brand and curating relevant content, LuxeLife was able to grow their audience at a staggering rate; from 0-over 25,000 followers on Facebook and Twitter in the first three months.
MARGATE HOUSE - MH is a not-for-profit art collective and community arts space in the heart of Margate. The identity was developed by bringing the building's Art Deco history into the 21st Century.
MOVING IMAGE MARGATE - This film festival featured local filmmakers and artists and spanned a large range of genres, so the logo and look-and-feel for had to reflect the dynamic cultural scene in Margate.
DESIGN NA - This brand mark for a London-based architecture practice was a collaboration between the architect's vision and my design, creating a minimal and modern identity incorporating the golden ratio.
UK PAVILION - UK Trade and Investment were exhibiting at the Milan Expo in 2015 and needed a logo that would reflect the structure (built by architect Wolfgang Butress) with the ability to work alongside with three other sets of brand guidelines. This mark, which features a simplified version of a Mandelbrot set fractal, represents a hive, which was the inspiration for the UK Pavilion structure.
GAG LDN are a group of like-minded social media marketers who meet regularly to discuss the latest trends and technology, however fun is their forte. This identity was created to encapsulate their quirky and cool nature and has been utilised to brand everything from badges to baked goods.
THE OAK WIGMORE - This gastropub/inn based in Herefordshire required an identity. The bold typography paired with the deep navy colour create a sophisticated yet approachable brand.
MISTRESS EVILYNE - I was approached by a London-based dominatrix, who wanted her identity and website to appeal to wealthier and more discerning clientele.
From a series of ‘English Lessons for Americans’, utilising the visual vernacular of turn of the century school books to illustrate various slang and idiomatic expressions unique to British English.
Featured on the design blog Danger is Everywhere.