Role: Creative Lead and Art Director

adiClub is the adidas’ membership program, free to join, welcoming to all, created to reward members for their engagement, with over 300 million members worldwide. In 2025 we completely refreshed the brand, with a new visual identity, updated messaging and tone of voice, new photography and video assets, across all adidas digital channels and retail stores globally. 

Our brief was to refresh adiClub to be closely aligned with the new, simplified adidas brand expression and creative direction for 2025 and beyond. This was an exciting and huge undertaking for our creative team, stakeholders and local markets.

Refreshing the adiClub visual identity involved re-crafting the logo, updating typography, grid systems and layouts, introducing a new colour palette, creating new iconography, defining rules and communicating them clearly in a comprehensive set of guidelines for markets and their agencies to use. 

We collaborated closely with the brand expression team to ensure our work was aligned, and presented to senior adidas leadership, including Chief Creative Officer Alasdhair Willis, to gain approval. 

In parallel to the visual identity we developed new messaging, including a single, consistent brand line UNLOCK MORE REWARDS and supporting copy, that were tested in two rounds of quantitative research. We crafted new copy for each channel and touchpoint in the entire user journey, being mindful of audience and market needs every step of the way. All copy was localised before implementation to work on a market level.

We captured photography and video content in multiple locations with various business units to create new adiClub assets and library of imagery across all core categories including Originals, Sportswear and Performance sports - football, running and training. 

Separate detailed toolkits were created for each channel in the user journey, including adidas Dotcom, Flagship App, CRM, Paid Media and Running app.

Our 300 page guidelines document included, a copy guide, glossary of simplified terms and icons, visual identity guide and templates, guidelines on photography and film use, and a content creation and production guide for markets wanting to shoot additional content - we also worked closely with the Retail team and their agency to create a full set of  retail guidelines. 

I presented twice each month a Global Market Update to ensure all local markets in differing time zones were aware of progress and able to ask any questions they might have.

The adiClub brand refresh went live in July 2025. 

Key Stakeholders: Josh Rampone and Jochen Raff
Creative Director: Wilf Eddings
Senior Designer: Bala Commerford 
Senior Copywriters: John Mulder and Wawa Wang
Designers: Greta Beleskaite and Juul Donkers
Project Manager: Cris Aldreyn
Category Manager: Jamie McQuary
Photographer for Originals: Jamie Shipston-Mourn
Director/DOP for Originals: Emanuele Canto
Music composer: Marc Sunderland AKA Secret Weapon

ROLE: Creative Direction / Concept / Script / Storyboard / Edits / Copywriting & Naming

It was extremely exciting to create content for the launch of a global circular service for the adidas brand, in the UK. Customers for the first time could trade in their old adidas gear, versus throwing it out, and get rewarded.

The creative concept ‘Pass it On’ brought circularity and the trade-in service to life with a script and narrative relevant for adidas.

It’s so easy to throw things away, so we needed to show that there is no away and make the service look really easy to use. In the main film adidas gear is passed on in circular transitions, from player to player.

We capture video and photography content in a compact 2-day carbon neutral shoot in London, and created a user journey across all adidas digital touch-points, across the adidas website, app, CRM emails and social media. We also created organic social posts for talent and athletes to share.

I conducted interviews with senior management who were 100% behind the program, along with other stakeholders and the influencers and athletes we featured in the film. We edited those together in documentary style videos and included them in three blog articles that we published about the service.

At the time the initiative was connected with adidas membership which was called Creators Club at the time, now adiClub.

Encouragingly the UK and later US trial was incredibly popular with consumers and attracted the attention of the media, without a press release.

However we discovered at a later date that the Infinite Play name needed to be changed for legal reasons. It remains to be seen if and how the service will roll out.

Creative partner: Nadege de Castro
Director: Giorgio Bruni
Editor: Govert Janse
Production Company: Stadium London
Photographer: Ben Clements
Senior Project Manager: Dan Shaw
Producer: Korinna Bognar

Role: Creative Lead

adiClub Days are important moments in the adidas calendar that take place twice a year. It’s when the brand inspires, celebrates and rewards their 300 million+ adiClub members with exclusive content, dedicated products and unique experiences.

In 2024 research showed that sports participation had been dropping significantly due to the social pressure from other’s expectations. So during the FW24 season we invited members to try a new sport or style without pressure or judgement, championing participation and showing the best of adiClub through the eyes and experiences of members.

adiClub Days FW24 featured one main global activation, the Pro Pass prize. Winners would receive new adidas gear every month for a year. Our brief was to introduce adiClub Days, to promote this prize and drive engagement globally across all adidas digital channels, including the website, app, social media, in retail and out of home advertising. 

We captured video and photography on a 3-day shoot in Barcelona with a diverse mix of people who enjoy running, training and playing football. For the main film we used a motion control camera to seamlessly connect footage of different outfits being worn. 

This year the visual approach evolved into a premium, yet accessible, simplified direction. Photography took main stage this year, while the frame design with signature yellow served as a container, subtly differentiating adiClub Days content from other adidas content. 

We created Plug and Play templates to give markets the flexibility to promote activations and products available on a local level. 

Creative Director: Wilf Eddings
Senior Art Director: Sam Mackrill 
Senior Copywriter: Laura Bury
Senior Designer: Bala Commerford
Copywriter: Wawa Wang
Project Manager: Cris Aldreyn
Category Manager: Jamie McQuary
Comms Lead: Giulia Viotto
Key Stakeholder: Jochen Raff 
Photographer: Lukas Korschan
Director: Gregory Ohrel
DOP: Eira Wyn Jones
Music: Stainless Sound 
Production Company: Friend

Role: Creative Lead

adiClub Members Week (later renamed adiClub Days) is an important moment in the adidas calendar that takes place twice a year. It’s when adidas rewards their (then 200 million+) adiClub members with seven days of unique experiences, exclusive content, product drops, giveaways and challenges, online and offline. 

I led the creation of multi-channel content for the SS22 edition with my creative partner. This Members Week was particularly huge in scope, the campaign had two phases (pre-launch and launch), involved many business units and stakeholders, and ran for 4 weeks across all adidas digital channels and in retail stores. 

Rooted in adiClub’s ethos of doing what you love, the overarching concept focussed on celebrating and encouraging self expression, with particular emphasis on women and a campaign line that invited people to ‘get more you’.

Hero content showcased the range of activations, challenges and prizes on offer during the week. Across channels we elevated the stories and purposeful message of female and non-binary cultural pioneers; shared inspiration for families to move more; gave community runners and pro-footballers the opportunity to tell their stories of self expression; and shared tips, set challenges and promoted product along the way in an authentic and relevant way. 

Acquisition targets we achieved 122%, we engaged millions of members, with raffle sign ups, live events, product sales and social media engagement. 

Role: Senior Copywriter / Concept / Co-Creative Lead

During the pandemic, routines were broken and many stopped exercising. This campaign aimed to encourage and reenergise people to move or to start something new with adidas. Our research revealed that motivation, time constraints and social anxiety were key barriers. So we wanted to tackle each of these.

Creating content with six relatable beginners, rather than athletes, we invited them to share their stories about why they started running, training or practicing yoga and how it has benefited them. They wore affordable adidas essentials and shared their personal product tips and thoughts on how to fit training in. 

I was motivated by how close this was to adidas’ brand belief in having the ‘power to change lives through sport’.

Our tone of voice was inclusive, honest, optimistic and motivating. We encouraged people to consider their own reasons why, to start small in short sessions and to buddy up if it helps - showing how starting a sport can be less intimidating and easier than people think.

The digital toolkit we created was for use across all adidas global markets, activated across digital touch-points in a connected journey.

Traffic drivers, including adidas home page, landing pages, app, emails (CRM), social media posts and advertising banners, would lead our audience to a beginner’s hub Campaign Landing Page on .com and the app, where we would inspire them to choose/start a new sport. The hub and other touch-points led to elevated Product Landing Pages per sport, where essential beginner’s product would enable them to get started. The landing pages were modular, so could be built and tailored to individual market needs.

We captured photography in London with remote live feed (allowing for Covid restrictions) to create an extensive image library of running, training and yoga assets for both male and female (including non-binary) beginners. All images were shot extra wide to allow for freedom in usage. 

The design system was flexible to allow for the campaign to be adapted to market needs over time, with a distinctive palette of 5 colours to represent the emotional benefit of each sport.

Creative Partner and Senior Art Director: Michelle Van Kempen

ROLE: Script Development / Storyboard Concept Ideation / Narrative Flow

I collaborated on the creation of this educational video series for Parley for the Oceans, a global collaboration network of creators, thinkers and leaders taking action to protect our oceans.

Launching on World Oceans Day 2022, Parley Ocean School was a an initiative connecting young and curious minds to knowledge, tools and inspiration for creating change.

It’s a free virtual learning portal, a space where all are invited to learn first hand from experts, explore ocean wonders, discover initiatives from activists and advocates, and get inspired to carve out their own role in the movement to protect the oceans.⁠

⁠Courses include collaborative lessons and talks with Dr. Sylvia Earle, Captain Paul Watson, Dave Hakkens founder of Precious Plastics, Emily Penn and Parley for the Oceans founder Cyrill Gutsch with Suzanne Lee of Biofabricate, astronaut Leland Melvin, and Iain Kerr from Ocean Alliance.

Creative director, writer and production lead: Gareth Broadbent of True Life Story.

Dive in at edu.parley.tv

ROLE: Creative Lead / Copy / Naming / Narrative / Co-direction

In January 2021 we launched this 3-part mini-series on the adidas YouTube channel.

As YouTube had become the world’s second biggest search engine, our aim was to raise awareness about how adidas is taking action to help end plastic waste and inspire viewers to join the fight too.

The overarching narrative highlights the scale of the plastic waste problem from different perspectives, then explains the ways adidas are working towards a solution.

Each episode approaches the topic from a different angle and features spoken word artist Deanna Rodger who collaborated with me on the script.

EP.1 BREAKING POINT Here we reveal the scale of the plastic waste problem and describe adidas’ three-loop strategy to help solve it.

EP.2 CHANGING THE GAME adidas’ game-changing relationship with Parley for the Oceans is our focus here, and the innovations initiated with them.

EP.3 MADE FOR THE FUTURE Here we take a future-focussed perspective, highlighting Made To Be Remade, Made With Nature, future goals and the importance of collaboration.

We invited all employees to use Teams backdrops as a conversation starter, to share the 15sec teaser video on Instagram and encouraged them to tell people about the new mini-series.

Art Director: Valentino Marazziti

Role: Art Direction / Concept Development 

This campaign was born out of an idea to harness the power of the written word on t-shirts and a desire to help support the fight to end systematic racial injustice in some way during 2020 in the wake of George Floyd’s murder. I collaborated on the creation of this t-shirt design and campaign with the creative director of True Life Story and a brilliant crew of caring people from around the world, to raise funds for the Until Freedom org with German fashion brand Armed Angels. 

Our intention was to amplify the powerful words of justice spoken by Tamika D Mallory @tamikadmallory at a rally just after George’s death - described as ‘the speech of a generation’ - by creating activist and ally t-shirts that could be worn, read and discussed, to keep the message alive and provoke engagement. 

We invited one of my favourite illustrators, Sophie Hollington to design the t-shirt. Her bold, hand cut Lino illustrations were a good fit and she has believed in the idea. 

The campaign involved 5 shoots across 4 continents - from USA, to tribal lands in the Amazon, and a location just outside Lagos in Nigeria.

Remotely we briefed and filmed Tamika in New York for the hero film, which succinctly tells her story in her own words, with award winning music by Marc Sunderland AKA Secret Weapon. 

We invited the Ebenum brothers @ebinumbrothers, who I’d spotted on Instagram during lock down, to dance in the t-shirts. They created a beautifully poetic piece to music composed by Builders Tea. @builders_tea_

Amazonian Waorani leader Nemonte Nenquimo and New York author, organiser and poet Mo Brown both wore the t-shirt and added their powerful voices to the cause. 

In 2019 together with her people, Nemonte led a fight against the oil industry and won, protecting 500,000 acres of rainforest. She is the winner of the UNEP Champion Of The Earth Award, and the only indigenous woman ever to be listed in Time magazine’s 100 most influential people in the world.

This was Armed Angels’ Solidarity Series number one, other purpose driven fundraising t-shirt designs would follow.

ROLE: Creative Direction / Concept / Storytelling / Interviews / Video Edits / Copywriting

I creatively directed the SS19 campaign for adidas Women - four monthly narratives across January, February, March and May, giving a platform for 4 women to inspire others to get active, with content based on SEO led themes.

Given the insight that women look for inspiration from other women, we created content with four different female athletes to inspire and motivate women to workout in new ways, in the right gear, like they had a new personal coach each month.

Captured over a 3 day shoot in LA and built around the concept of ‘unique inspiration for endless motivation’ we shared the following stories on adidas.com, the home page, landing pages, the adidas app, blog articles, emails, social media and in retail stores.

JANUARY /// START THE YEAR WELL WITH ISA WELLY
Kick the year off with good intentions and work your abs to feel rejuvenated from your core.

FEBRUARY /// BUDDY UP FOR BOXING WITH JULIE JAWS NELSON
Get instant energy and motivation when you need it most - in cold, dark Feb.

MARCH /// FOCUS ON A GOAL WITH NADIA RUIZ
Set your sights on a marathon. It’s a physical and emotional journey. Find your reason why and run.

MAY /// BOOTCAMP WITH MEAGAN KONG
Bootcamp together. It’s spring. Get outside and be inspired by friends and what surrounds you.

We also created web pages, emails and social content to educate women on how to select the right bras and tights/leggings for different types of exercise and different body types.

The success and scope of this campaign really raised the profile of our internal team/studio and opened the door for other large scale projects to come.

Art Directors: Quim Espanol and Johan Ahlqvist
Photographer: Lotte Van Raalte

ROLE: Creative Lead / Directing Content Creation and Edit

adidas’ response to the global Covid crisis in 2020 was to create the #HOMETEAM campaign. Bringing the adidas community together to create genuinely useful content for the benefit of people’s health and wellbeing.

I contributed to idea generation around what this global campaign would look like and creatively led the production of #HOMETEAM educational content - Creator U Classes on adidas’ YouTube channel.

My role involved planning content, briefing influential figures within the adidas network on how to shoot at home and guiding their content capture.

I then planned and edited the footage working closely with an editor on each film, and created a series of shorter social edits to promote the classes on Instagram, Twitter, Facebook and YouTube.

We created and launched 5 classes over an intense 7 week period.

The campaign was well received amongst viewers and internally and marked a new direction in adidas content creation.

ROLE: Creative Lead / Concept / Copy / Narrative / Co-direction

This global campaign for Mother’s Day 2021 celebrated all mums through the eyes of their loved ones. It was about giving back and saying thanks for what they’d done during what had been a very challenging year.

We decided to bring to life a variety of scenarios, where mums experienced emotional benefits as a result of being given Mother’s Day gifts, in illustrations created by Berlin based artist Josephine Rais.

To bring additional authenticity and emotion to storytelling, we invited adidas athletes and their mothers/children to feature in the campaign. We asked Olympic runner Noah Lyles, dancer Meagan Kong, wellness expert Jeannette Ogden and basketball player Layshia Clarendon to reflect on how the year had been for them and their mums/children, what they were most grateful for and what they’d like to give back from an emotional perspective.

Our aim was to be meaningful, inclusive and relevant to people around the globe and to represent a diverse mix of moms and their loved ones.

This global campaign lasted 2 weeks and extended across all adidas digital touchpoints including website homepage and product pages, app, emails, organic social channels and paid social.

Art Director: Michelle van Kempen
Designer: Luca Cioni
Illustration: Josephine Rais
Animation: Woodwork Amsterdam
Production: Martin Granger and Sanne van Hattum
Project management: Freddie van Waning and Faye Tuckley

In 2022 I consulted and collaborated with True Life Story on the narrative development and visual storytelling of their Every Living Thing mini series for the WaterBear streaming network, with particular focus on the Whales film, featuring Dr. Iain Kerr of Ocean Alliance, directed by Alex Parkman. 

Watch the trailer here, featuring the voice of Blind Boy Boatclub, and discover why the IMF value earth’s Whale fleet at over $1 trillion when you click on the whales video. 

This nature doc mini series is like a series of ads for animals, reframing their importance to all life on earth with wit, grit and reverent irreverence. 

ROLE: Graphic Design / Brand Strategy

I created the visual identity for Diesel’s not-for-profit Only The Brave (OTB) Foundation including the visual brand strategy.

Via the UN’s Millenium Villages project in Mali, Africa, Diesel empower people to help themselves in the long-term.

The design represents the idea of ‘Brave Momentum’, in a bold and naive woodblock style, coloured in denim blue. Each letter is created in panels, which grow increasingly bold and brave.

The logo can be adapted using simple illustrations growing from the letter B (the bravest part of the mark) to represent the foundation’s different areas of activity from health and water, to agriculture and education. These were brought to life in a short animation.

Since launch the identity has been used online, in stationery, at fundraising events and in Mali on signage and school desks etc. 

Video: by Antidote
Animation: Brand New School

Role: Creative Director

adiClub Members Week (later renamed adiClub Days) is an important moment in the adidas calendar that takes place twice a year. It’s when adidas rewards their (then 200 million+) adiClub members with exclusive content, dedicated products and unique experiences.

The scope and scale of Members Week in 2023 was pretty huge with 14 activations across all markets. Early in campaign development I was brought in to stand in for one of the two Creative Directors on certain key work streams, responsible for the big picture strategy of the campaign, maintaining the red thread throughout activations and product shoots and giving final sign off on content. 

This Members Week was all about unlocking possibilities to do what you love, free from pressures like self doubt or external judgement holding us back.

We collaborated with Berlin based roller skater Oumi Janta to tell her story and to set a challenge for members to earn adiClub points by being active on adidas apps during the week.

Members were also given the chance to win UEFA tickets, vote for tshirt designs to be printed and win a one-of-a-kind opportunity, to step inside the brand at adidas HQ in Germany with the adiClub Pro Pass. 

The campaign was a success, exceeding our targets, acquiring new members +27% vs target), engaging 7.5m existing members and hitting sales targets 101%.

ROLE: Concept / Design / Art-direction / Construction

In Spring 2013 SeeMe launched their first permanent store in Amsterdam and invited me to design the launch window. In celebration of the season, of new beginnings and their iconic handmade heart shaped jewellery, I conceived a display filled with yellow origami birds in heart shaped flight.

In the spirit of the brand, with a handful of girlfriends, we hand crafted over 300 origami birds for the display. I then with Silje Lian hung them individually on fishing line, weighted with yellow painted lead weights.

The display was a shining success, particularly as it caught so many people’s eyes on the street and welcomed them inside to take a closer look.

SeeMe is a fair trade jewellery brand­ with a mission, to empower women victims of violence to lead independent lives through sustainable work. Their signature heart shaped pieces are handcrafted in Tunisia and Turkey by women trained as artisans from the shelter home run by the Amal Association.

SeeMe founder Caterina Occhio is a former development aid manager and pioneer of the fair luxury movement, of which her heart shaped jewellery is a shining example. SeeMe collaborators include Karl Lagerfeld, Missoni and Tommy Hilfiger.

http://seeme.org/

ROLE: Concept / Design / Art-direction

To celebrate Diwali the Hindu Festival of Light, Coutts bank briefed me, whilst at Coley Porter Bell, to create a window installation for their global head office opposite Charing Cross in London. 

I took inspiration from the many lanterns that decorate the festival and the traditions practiced on different important days of Diwali to create a triptych of contemporary live-edge acrylic lanterns.

On the first day of Diwali gold and silver is bought and decorations of prosperity are placed - the first lantern is coin shaped and golden to reflect this.

On the central day of the festival, Lakshmi the goddess of prosperity is welcomed into people's homes, she sits within a lotus flower - hence the second lantern shape.

The final day of Diwali is a celebration of the bond between siblings, brothers and sisters visit each others homes to share food and exchange gifts - the third lantern reflects the simple shape of a home.

ROLE: Graphic Design

Coutts is a private bank like no other - over 300 years old, with wealthy clients from Charles Dickens to Rolling Stones and the Royal Family. In 2011 I developed their brand positioning and identity across all touch points.

As part of the small design team I worked on defining photography style, re-crafting the logo, stationery, brand installations and credit card designs.

Private banking was always traditional and conservative, yet with a new breed of young entrepreneurs entering private finance, Coutts wanted to be a modern global investment bank. We created an identity around ‘London Banking’ that combines Coutts heritage with London’s vibrant modernity. Coutts is more than just a bank; they are a wealth advisor to cosmopolitan businesses and individuals – and a luxury brand.

The redesign was a great success, and I like to think that Queen Elizabeth II herself had a little bit of my design work in her wallet!

CPB created a case film about the redesign here.

ROLE: Concept / Design / Art-direction

Whist working on the Coutts bank brand redesign at Coley Porter Bell, I was briefed to create a large window installation to celebrate their involvement in London Fashion Week 2011. By sponsoring the British Fashion Council’s Fashion Forward award Coutts support young British fashion designers to show their collections and grow their careers.

Inspired by the world of fashion, I created a display with bold letterforms cut from that semi-transparent material in reference to pattern cutting. In colours of the union jack they spell out ‘British by Design’ and form windows to peer through.

Behind the glass, we showcased the work of winning designers Peter Pilotto and Todd Lynn. Exclusive dresses on dress-maker mannequins with photographic backdrops and catwalk images printed on fabric, lit by fashion show lights – all in reference to the world of fashion.

The window was unveiled by model Portia Freeman. I also designed banners for Somerset House, the location of LFW, and a press ad in the Fashion Week insider’s guide as part of the campaign. 

ROLE: Concept / Design / Art-direction

In the winter of 2011 I created a Christmas window installation for Coutts Bank head office on The Strand, London, the concept was called ‘Layers of Festive Goodwill’.

‘London Banking’ is at the heart of the Coutts brand identity, so I wanted to greet passers-by with a London centric scene and message of good cheer.

The closing line of a Christmas poem called ‘Voices in the Mist’ by Alfred Lord Tennyson, one of Coutts past clients provided an apt message for us to broadcast above the rooftops: ‘Peace and goodwill, to all mankind’ (adapted to ‘Women and Men’)

The design was inspired by layered paper-cut art and a rooftop scene by London based artist Rob Ryan. Having been a fan of his for years I was delighted he said yes to the collaboration.

Rob created a beautiful array of acrylic bells to hang inside the windows of the houses he illustrated, with charming, uplifting festive messages in his signature prose.

Part of the brief was to raise money for a children’s charity Kid’s Company. I selected three giant iconic toys that would be auctioned off after the installation and people could make text donations after reading messages in the windows. 

ROLE: Concept / Design / Art-direction

After the success of the London Fashion Week display I designed for Coutts, with Coley Porter Bell, they invited me to create a display to celebrate their involvement with the Walpole Brands of Tomorrow initiative.

Every year Walpole identifies 6/8 luxury brands that have potential to become tomorrow’s stars. They mentor them in infrastructure and the principles needed for global success.

The display showcases the seven Brands of Tomorrow 2011 in a cabinet of curiosities. I selected representative products from each brand and designed a large-scale cabinet to house them. In rich grey with typography from the brand guidelines we created.

The display was installed for six months in their Head Office on The Strand, London.

ROLE: Creative Lead / Concept / Art-Direction / Copy

The purity of the ocean wave-like design of the Parley shoe comes to the fore in this global digital campaign we created for the launch of the 5-year 2020 anniversary PARLEY4D limited edition shoe - a stylish design with black 4D midsole and black upper with turquoise stitching.

Our aim was to ensure that the product looked premium, innovative and stylish in-keeping with the adidas4D franchise and the Parley brand.

Stunning black volcanic sand meeting the beauty of the turquoise ocean presents a stunning metaphor for the PARLEY4D design, this was at the heart of the creative concept.

Wave-like stitching echos the movement and colour of the ocean against textural black. Irregular waves of sand create an iconic setting on which to capture the shoe in studio. Alluding to the premium photographic styling for luxury and beauty products.

The background falls to black. Directional light highlights the shoe details, lattice and turquoise stitching. Ocean imagery will compliment the photography and enhance storytelling.

The campaign was live for two weeks across a mix of adidas digital touchpoints including, website, app, Instagram, Twitter and on Parley’s own social channels.

ROLE: Copywriting

Between September 2015 and September 2019 I wrote all social media copy for innovative luxury Italian fashion brand Sportmax, the directional sister brand of Max Mara, and I continued to write for them into 2020.

I helped define the brand’s clean, modern and intelligent tone of voice online in social media.

Sportmax’s Instagram following went from strength to strength, with followers rising from 5k in September 2015 to 40k by December 2016. Facebook and Twitter too gathered a strong following and inspired lots of interaction, views and likes.

Between September 2015 and September 2019 I wrote all social media copy for innovative luxury Italian fashion brand Sportmax, the directional sister brand of Max Mara. I helped define the brand’s clean, modern and confident tone of voice online in social media, I also wrote many newsletters to launch various fashion collections and copy for their homepage and About page.

ROLE: Naming / Script Editing / Storyboard

What if Coke quit advertising for just one year, and instead spent those 3 billion ad dollars on helping save the planet?

This idea proposes that Coke work with World Land Trusts to buy rainforest to protect it forever. The short animation made to share the idea suggests that Coke remake their original ‘Buy the World a Coke’ ad, to promote the idea beforehand.

I worked with Gareth Broadbent the originator of the idea to craft the script story flow, storyboard ideation and I came up with the campaign name ‘Buy the World a Hope.’

This could be the biggest brand story ever told. It could also inspire other brands to do similar. We can hope!

You can also watch the short animation here on the Buy the World a Hope webpage.

Animation by Wizard Fingers.

ROLE: Conception / Trend Research / Script writing / Design / Art-direction / Presentation

At Coley Porter Bell I conceived and led the creation of annual visual trend presentations, Visual Futures, which we presented to clients, journalists and new business prospects.

 In 2010 Bitesize Visual Futures recognised how technological advancements have a huge impact on the way we consume, communicate and behave.

We looked at the trend towards online interaction affecting offline living and how people were increasingly wanting things ‘short, sweet and now’.

We examined how society demands products, experiences and information in bitesize formats, and explored how brands are responding to this change.

I identified and researched the trend, wrote the script, then designed the visual identity and presentation.

ROLE: Conception / Trend Research / Script writing / Design / Art-direction / Presentation

At design agency Coley Porter Bell I conceived and led the creation of annual visual trend presentations, Visual Futures, which we presented to clients, journalists and new business prospects.

Luxury from the Inside-Out identified a trend in the luxury market. Following the 2008 economic recession, within a couple of years luxury brands emerged with a news sense of depth and substance.

Luxury brands started behaving differently; from luxury of the badge, to the backstory; luxury of acquisition to experience; and from the luxury of fame to the pursuit of knowledge and curated culture.

I identified and researched the trend, wrote the script, then designed and art-directed the presentation.

Our launch evening was a great success, with coverage in the design press and invitations to present to wider client teams.

CPB made a video to summarise the presentation here.

ROLE: Conception / Trend Research / Script writing / Design / Art-direction / Presentation

At Coley Porter Bell I conceived and led the creation of annual visual trend presentations, Visual Futures, which we presented to clients, journalists and new business prospects.

In 2008 as the full scope of the recession began to emerge, contrary to popular perception, we started to observe a trend towards people looking for greater optimism.

Despite uncertain times, people were seeking little emotional lifts and taking bold steps towards a brighter future. Happiness, proactivity and play became increasingly important and all areas of design and communication started to reflect this.

This Visual Futures presentation explores the trend from a visual perspective and suggested how brands could capture optimism too.

I identified and researched the trend, wrote the script, then designed and art-directed the presentation.

ROLE: Brand Strategy

I was a key member of the Coley Porter Bell pitch team winning the opportunity to create a new brand positioning and brand identity for one of London’s most iconic museums.

The Museum of London has all the ingredients of a world-class museum but it was failing to capture the public’s imagination and visitor figures were falling. The brand identity was seen as business-like, dull and the positioning unclear.

Our aim was to define a new positioning and identity that would increase visits from Londoners in particular and unite the three museum sites, inc. Museum in Docklands and Archeology Service.

I conducted a full exploration of the museum, its competitors and conducted depth interviews with all key stakeholders.

We needed to inject a sense of dynamism into the brand and better connect with the human stories the museum tells, past present and future. This is London’s museum so the identity should reflect this vibrant city.

Our brand idea was ‘Fundamentally London – alive with contrast, ideas and discovery.’

Our new ‘Thumbprint’ identity represented the human stories and the ever-changing city, and the coloured layers mapped out the shape of London’s past, present and future.

We developed the identity beyond the logo to create a clear visual architecture, consistent tone of voice and museum naming to bring the group together.

Following the re-launch museum visits by Londoners increased by 73%. An app was created inspired by our positioning work. London’s media hailed the re-launch a triumph with an 8-page spread in Time Out entitled “How the Museum of London got the wow factor”.

We won a silver design effectiveness award in 2011. 

ROLE: Brand Strategy / Copywriting

As a strategist at CPB I was invited to fundamentally redefine the DYLON brand, the brand identity, and bring the two sides of their business, dyes and fabric care, together.

Launched in 1946 with distribution in 70 countries DYLON had good awareness, but had lost relevance. Sales were in decline and stores to de-list products. We needed to cause reappraisal amongst customers and the trade.

Our brand positioning was rooted in the brand’s expertise in the world of colour: ‘DYLON inspires positive change through colour, delighting people with great results’.

We gave the brand a new expression ‘Experts in Colour’, and brought both sides of the business together as ‘Colour Change and Colour Care’.

The brand identity brought modernity, put colour at the heart of the brand, increased stand out and instilled confidence.

It was a great success. DYLON reasserted category leadership and the trade reaction was universally positive. Big retailers like Tesco cancelled their de-listings and listed new products. Sales increased 24%.

Inside DYLON the redesign transformed perceptions of the company, its prospects and ambitions.

We won a Gold Design Effectiveness Award and Brand Revitalisation Award at the Marketing Society Excellence in Marketing Awards in 2009.

ROLE: Brand Strategy / Copywriting

Having worked on the strategy for the DYLON re-brand, I thoroughly understood the brand tone of voice, and was invited to write all website copy and ads for the launch of their first fabric detergent. I also generated evocative colour names for fabric dye colours.

DYLON have a confident, open-minded and positive personality. They put colour change in people’s hands and make expertise simple, with a wide colour range.

I wanted to convey this across all communications to make people feel inspired and reassured. 

ROLE: Concepting / Design / Art-direction

I worked on redesigning of the full Côte d'Or chocolate portfolio in Europe, starting with defining the visual brand identity. We needed to set the brand apart from competitors like Lindt, who focus on the refined expertise of the Chocolatier.

We said Côte d'Or should be about raw intense pleasure - a powerful, vibrant and colourful brand that expresses the passion of the chocolate’s origins in Africa.

New pack designs aim to visually bring to life the taste experience of each different chocolate range, with dynamic product visuals in dramatic natural light.

I art-directed all photography and retouching to create new chocolate visuals - irregular, natural and raw looking, nothing too perfect or precise.

With bold typography, vivid colour and abundant images we redefined the brand and the chocolate category in Belgium with great success - and many of the design elements are still being used in packaging today.

I also created three different chocolate mould designs, bringing the brand to life in 3D chocolate form and creating chocolate bar shapes that are now enjoyed across Europe.

We defined the Côte d'Or brand as delivering intense pleasure in a raw, abundant, powerful way. So the chocolate designs express this. Pieces are irregular; edges are chiselled reflecting the brands rugged African origins; and the African Elephant the brands iconic symbol sits in pride of place.

ROLE: Graphic Design / Illustration / Art-direction

As a vegetarian since I was 12 years old I was delighted to be briefed to work on re-launching the vegetarian Quorn brand with a completely new brand personality, logo and packaging.

We wanted to reposition Quorn as a positive, optimistic, family friendly brand, not just for vegetarians with clear navigation across the range.

The new logo puts sunshine and a happy smile at the heart of the brand with a vibrant new colour palette. I created a playful illustration style to differentiate between the four different clusters of products.

I worked with David Loftus, Jamie Oliver’s main food photographer, to shot the entire Quorn range in natural daylight and shallow depth of field for real appetite appeal. We styled the images to compliment the pack layout and colour palette.

The redesign was introduced with great success, adding brand value until 2011 when the brand was sold to a new owner. 

ROLE: Concept / Design / Art-direction

The music of The Drifting Classroom tells stories of love and the misguided forms of love found in addiction and obsession. This is the first album the band created and they invited me to design and art-direct a cover that would capture the essence of the music.

So, I created a space that holds the troubled memories of the mind that wrote those songs. Like a forgotten attic it is a place you can lock away those secrets or choose to spend time in there, dealing with them. Every song on the album is represented by an object in the scene.

An ‘oubliette’ is a specific type of dungeon, it derives from the Latin word oublier to forget. Inspired by the aesthetic charm of Al Capone’s prison cell, this album cover evokes that place.

I lit the scene with candlelight and vintage lamps to create an intimate atmosphere, as if someone had just left the room. Pictures of people and memories, wine bottles mementos and drug paraphernalia scatter the floor.

The scene was shot in a disused school we found in Amsterdam. Gareth Broadbent assisted me with finding the myriad of props; talented photographer Richard Rigby took the shots; and Leonard Arksey (Gareth’s lovely granddad) hand-crafted the type on the back cover.

ROLE: Graphic Design

Meraki is a Greek word that means; the soul, creativity and love you put into something; the essence of yourself that you put into your work. This ethos is central to how Meraki Branding approach brand building - with craft, strategy and heart.

I worked closely with the founder Eleni, who has roots in The Netherlands and Greece, to create a symbol that embodies the spirit and life force of Meraki.

The brand logo originates from the flower of life, the first stages of creation at the heart of the universe, combined with Greek olive branches. 24 leaves sit on these branches (a significant number for the founder) and 5 olives create a central sacred pentagon. The original colour palette was plucked from nature and the two sides on an olive leaf.

The word-mark was hand written to convey the unique and personal expression of “Meraki” that flows through each of the brands they create, guide and bring to the world.

Role: Designer

In 2021 I created the brand identity for new business start-up Leaf & Dig, a UK Cotswolds based horticultural consultancy, dedicated to improving and maintaining beautiful gardens.

I collaborated closely with the founder to ensure the logo, colour palette, stationery, business cards and van design fit his needs and conveyed the distinctive, tasteful, quality brand he aspired to own - a brand that would feel expertly at home in the exquisite gardens they care for and create. 

Each year Leaf & Dig grows from strength to strength, and is now a team of 12 gardeners, many trained and qualified with the Royal Horticultural Society, who have collectively gardened at world famous gardens such as Sissinghurst Castle, Iford Manor, Highgrove, Knightshayes, Hampton Court Gardens, Rockcliffe and Bristol Botanic Gardens.

ROLE: Design / Art-direction / Copywriting

The Milkybar Kid is a much loved childhood icon in the UK, I remember him fondly so was delighted to redesign the packaging and his character. He had become very ‘babyish’ and Nestle wanted him to appeal to older kids, so he needed an older look and new personality.

I developed a more adventurous character with the team at Coley Porter Bell. The Milkybar Kid would take back his street cred as more of a ‘Indiana Jones’ type, who can travel in time and space to save and distribute Milkybars.

I briefed illustrator Adam Relf to visualise the character and sketched out a variety of adventures for the Kid on each pack. Adam executed them brilliantly. We created new friends for him, Sonny the dog, a trusty horse and cow too.

To engage with kids I wrote back of pack copy about the Milkybar Kid’s adventures. Each piece of copy relates to the front of pack image and aims to teach children something along the way.

After creating the core range, I went on to design the Easter and Christmas ranges, which were still being used year after year.