R/GA approached me for a maternity cover for their Nike strategy lead across EMEA in January 2022.
7+ months remotely leading a brilliant strategy team of 3 through some big changes both on the agency and client side, lead to some good work across Mens Football, Nike Womens, SNKRs, Nike App strategy and laying the foundations for even greater work ahead.
The work included:
Air Max Day 2022: Giving Fresh Air back to local communities and celebrating Air Max culture with local influencers repping their cities in a new gameshow live streamed on the day.
Nike Club Kits 22/23: Illustrating the Messy Family that Football Clubs are in the release of the 2022-23 home and away kits across press & digital.
Mother’s Day 22: An intimate pilot event for Motherhood Spring/Summer 22 to empower women on their pregnancy and parenthood journey. Held in London with a circuit class at Barry’s followed by panel discussion with Perri Shakes-Drayton, Jane Wake, Sarah Robinson & Naomi Heff.
Research into Womens safety & running, period taboo that surrounds period poverty, Gen alpha and more!
Tiktok Creative Lab EU approached me to hit the ground running and help out whilst they were waiting for a new Strategy Director to start.
The role meant working with a variety of brands determining how they should approach launching their brands on TikTok and delivering best practice creative approaches & ideas to maintain their presence long-term, alongside specific brand campaign briefs.
Getting under the skin of TikTok products, trends and how brands can best interact with the platform.
Standing in as Interim Planning Partner in August/September 2021 for the wonderful Orange Panther Collective, we were approached by kencko to participate in a pitch for their DR-TV launch in the US.
DR-TV is all about driving enough brand awareness to trigger search. Working within the limited budget of a small company, we needed to be clever in creating 3 different versions for testing in the market to see which messages will resonate best in the future.
In a market that was saturated with health brands driving awareness through fame, we saw the opportunity for kencko to bring a more real and personal approach to the smoothie market - championing a simple, evidence-based approach to health.
kencko makes is easier to be healthy.
Key to making this work was ensuring the creative cut through the noise, using the audience insight that it’s hard to be healthy and a big dose of humour.
The lovely Creative Director Catherine Pryce helped bring this all to life.
Jumping into a maternity cover for the Head of Strategy at Amplify and winning 3/3 major pitches for the agency. One of the most fun was coming up with an interesting format for the launch of the Porsche Taycan Cross Turismo in early 2021.
Car launches have many tropes - overly scripted, uncomfortable presenters, and these were being highlighted further in moving from IRL to virtual during covid - vast empty studios.
Porsche needed to excite a younger audience with the Taycan Cross Turismo and get them to feel every aspect & potential of it, virtually.
However, not having a live audience meant we had the ability to subvert digital car launches and see the car in its natural environment whilst gaining access & information about the cars features.
Porsche Taycan: Adventure, electrified.
Using the great outdoors as our set, the Porsche Taycan Cross Turismo was unveiled through an invite to the “broadcast as live” seven minute film showcasing the cars key design details & features.
To ensure maximum reach and hype around the event, Porsche Cars GB streamed the show live on Facebook to target prospective buyers, with bitesized versions available across Porsche GB social channels.
Working with the Wieden & Kennedy team to plan for Coca-Cola in 2021 we received the brief that Coca-Cola were losing share amongst Gen Z in the UK vs. Pepsi who were aggressively marketing their taste credentials in a much more youthful and culturally relevant way.
Whilst older generations have alot of memory links to Coca-Cola from hangovers to Happiness, we needed to communicate to them that indescribable first taste of Coca-Cola taste as well as making a move away from classic “ads” to hone in on Gen Z media behaviours, what they care about and where they buy it (the cornershops).
Partnering with Tyler the Creator the team created a social media first campaign with a 2 minute long ad reflecting Tylers aesthetic and specially written song alongside visuals that link to interests like gaming and dancing.
Tyler later released the song on streaming services.
The campaign reached publications such as Dazed, NME and Pitchfork.
Working back with the team at Acne I worked on the new north star positioning for Deloitte Cyber. Whilst working on the project I was approached by the new Women in Cyber group, a global group of Deloitte women enjoying their careers in a male heavy sector.
What we learnt when working with these women is that cyber not only has an awareness problem, but beyond that there’s an image problem and it’s putting off women from considering a career in cyber. The industry has already predicted a mass shortage of skilled workers, with only 20-25% female representation.
However, it’s not all just men in hoodies, it’s an incredible boardroom level industry where you can protect countries, strategise business opportunities and change the world. The market itself is reliant on diversity of thought to succeed, women play a vital role in its sustainable future. Whilst society was catching up of the importance of women, especially in leadership roles, it was time Deloitte highlighted the importance of women in the cyber category and encouraged both external and internal recruitment.
We developed a global awareness and recruitment campaign across LinkedIn and Instagram with a global shoot of 14 Deloitte cyber women across US, Canada, Singapore and Amsterdam - because women who work in cyber have the potential to secure the future we all deserve.
Check out the website and video .
Working with the Wieden & Kennedy team to plan for Coca-Cola in 2021 we received the brief that Coca-Cola were losing share amongst Gen Z in the UK vs. Pepsi who were aggressively marketing their taste credentials in a much more youthful and culturally relevant way.
Whilst older generations have alot of memory links to Coca-Cola from hangovers to Happiness, we needed to communicate to them that indescribable first taste of Coca-Cola taste as well as making a move away from classic “ads” to hone in on Gen Z media behaviours, what they care about and where they buy it (the cornershops).
Partnering with Tyler the Creator the team created a social media first campaign with a 2 minute long ad reflecting Tylers aesthetic and specially written song alongside visuals that link to interests like gaming and dancing.
Tyler later released the song on streaming services.
The campaign reached publications such as Dazed, NME and Pitchfork.
Natasha Viera is an incredible pilates teacher who after years of working with others was ready to set up her own studio at the start of 2020.
The work involved devising a full identity including upfront strategic work to determine what the new business was to be and what she wanted to create.
A collaborative process helped us get to a name, look and feel. The goal was to create a really warm and approachable brand that focused on exploring pilates with curiosity, for positive change in the body whilst uplifting the heart and mind too.
The word loci relates to ones centre, source or power - both being at the heart of a community as well as a mental, physical and spiritual locus.
The logo design is based on the spiralling movement patterns involved in pilates alongside beautiful illustrations all created by the lovely Clary Vikstrom. The colour scheme was created to match both Natasha’s equipment and studio space.
Having benefitted from not only being Tash’s friend but also a few lessons, I can say she’s amazingly thorough and detailed and you will leave feeling stronger, more confident in yourself and maybe have found a new muscle of two. Though the website wasn’t built by us you can book & find out more here.
Aligning and arriving on a global positioning through some deep creative strategic thinking. Presenting to some of the world’s smartest business heads was no small ask whilst working with the lovely Acne team.
Projects have involved work both on the Deloitte masterbrand as well as departmental positioning projects.
Tally Weijl had seen huge success in their 25 years, growing from the back of a Fiat 500 to 600 stores across Europe. However, they didn’t keep up with changing youth culture and digitisation.
As part of a broader business transformation - Tally Weijl needed a fresh brand update taking it from the world of “Totally Sexy” that had brought it such success in Paris Hilton era but was now outdated.
Working with the team at Virtue - the creative agency from Vice since October 2018, we re-positioned the Tally Weijl brand harnessing the original pioneering and playful spirit of the founder Tally and the initial excitement she spread through democratising fashion. We spoke to a multitude of stakeholders and industry experts, studied the competition, deep dove into the new cultural touch points of the growing TW audience and redefined provocative for 2019.
Tally Weil: Own It. A brand that’s purpose is to inspire and empower women to be their best selves, whatever that may be. A brand that makes women proud to be women. That has fun. That feels truly independent. That puts its products and its audience up on a pedestal.
Launched September 2019.
#PlasticsAction is a new initiative we gave a name to that is being driven by the BBC over the next year to get the UK reduce their use of single-use plastics.
The launch of the campaign involved consultation on a script for the legend that is Sir David Attenborough and ideating the launch campaign #PlasticsAction Heroes - getting the nation and a whole host of influencers to pledge which item they are giving up, striking a hero pose and nominating someone else to do the same.
So far we’ve seen posts from Mary Beard, Margaret Atwood and Dougie from McFly getting involved as well as the usual BBC talent.
This work was developed alongside and through the wonderful Alana from MadWomen
E9 therapy is the latest brand we’ve created from scratch including naming, brand identity and a new website.
E9 therapy is a brand new fully-paid service created by therapists from Mind in the City, Hackney and Waltham Forest where 1/3 of the fee goes to support the charity work in the local area. As such, it was important to create a local brand to take advantage of online search behaviours for therapy services, but also to reflect where the service can be accessed and the local impact of using this service over its competitors in the area.
For this project we worked with the very lovely Lindsay Noble Design for brand design, website assets and a simple poster/leaflet template to be used by the client ongoing.
Developing the brand strategy for a new global co-living space.
Researching the future of global living; looking at what already exists, the current and potential audiences and where the opportunity for building a new brand lies.
Work included a 1/2 day workshop with the client to develop the new brand positioning, strategy and potential look & feel for the übergeil team at OK Cool.
Putting my skills into practice and developing some of my own brands , along with encouragement, support and at points specific design skills of my friends - I give you the pun-based moisturiser Elbow Grease and bard inspired Rhubarb vodka.
Elbow Grease is an idea seeded around 3 years ago, pitched to a group of friends on Coboat two years ago and now finally birthed. Currently in initial testing phase the entire luxury brand is built around a very silly british phrase and developed into a healing balm full of delicious organic, fairtrade essential oils for a common, often rather neglected affliction - dry elbows. The design harks towards British anti-minimalism and those lush vintage tins with mints in or tobacco. Aiming to launch in shops Autumn 2018.
‘Rhubarb Rhubarb Rhubarb’ was the background noise actors used to make in crowd scenes, it’s also the name of the vodka I steep at home in Hackney.
Researching the quietly burgeoning world of eSports and the opportunity on offer for brands to tap into this culture from a global client perspective - for the lovely people at Platform13.
A mixture of desk research and talking to heads of the industry including publishers Riot and Ubisoft, team Fnatic, gamers and talent managers Hype.
Driving Behaviour Change in Diverse Communities
THT mission is to end the transmission of HIV in the UK, empower and support people with HIV to lead healthy lives, amplify the voices of those affected across public and political arenas to eradicate stigma and discrimination, enable people to enjoy good sexual health.
In order to celebrate the new reduction in HIV cases achieved the previous year, and encourage more testing, the campaign refresh timed for National HIV testing week needed to be bold and colourful with a clear action everyone could get behind - Give HIV the Finger - showing just how simple it is to get tested.
To appeal to the two most as risk communities of men who sleep with men and black africans we used a range of real people from those communities to take part in the photoshoot, in order to get those audiences to self-identify and a special pop-up was launched in Hackney with Prince Harry mimicking the clear visual device himself.
Partnering with Mainstream Culture for Maximum Reach
Smart Energy has been running a UK wide campaign to get the nation to understand Smart Meters, however it wasn’t resonating with 21-28 year olds and they remained disengaged.
The ‘Power of 10p’ challenge series was aimed at the passion points of 21-18 year olds - beauty, tech, festivals and food, using Maya Jama as an influential presenter. The festival challenge was to be activated in real life using experiential to create content with authenticity and deliver the 3 core messages - smart meters show their energy in £/p, deliver accurate energy bills and can only be installed by an energy supplier.
Using the insight from YouGov that 67% of the audience consider tattoos as art, and the recent popularity of television shows such as “Just tattoo of us” and “Tattoo Fixers” we could create content that’s both fun to participate in as well as bold enough to watch.
Aligning with Bestival based on their large digital footprint, and Jay and Sketch's TV popularity/large social following we built our campaign How Many Tattoos Can We Ink for the Power of 10p?
Result: We inked 5.2 tattoos on the day, for 10 pence worth of energy. Over 2.5 million 21-28 year olds watched the film. The film came in at 25% under the target CPM. Utilita complimented the activity and this was the first Smart Energy Activity to be reported on in NME.
Understanding results due next year.
Re-launching and Positioning a Challenger Brand
To alert the local neighbourhood and couples about the launch of the new experience-led store on Piccadilly and the new e-commerce site, Vashi needed to stand out and instantly communicate what they stand for as a brand.
Traditional diamond brands show a glossy and saccharine picture of love and marriage but in 2017 many of the constraints, labels and barriers dictating how, who and why we love have been removed, so there was an opportunity to tap into a new cultural attitude towards love and marriage. With 46% of ABC male Londoners in the 25-44 age group believing that a "wedding should be a large celebration with lots of people” we needed a creative route to reflect the modern attitudes and feel like a big party.
“The Brave Make”- a bold campaign with a film manifesto at its core that speaks to an honest, raw, modern-day attitude to love and marriage, referencing the process of personalisation which sits at the heart of the retail experience. The theme of a “love rave” was carried throughout the creative with the CTA across all media being either to make an appointment at the store, or visit the website.
Using Current Cultural Tensions to Create Powerful and Shareworthy Content
IWM host a plethora of relevant and timely programming on contemporary conflict, however their profile remains low amongst a younger audience, culturally active audience. IWM wanted to raise awareness for IWM’s Syria season of programming and make themselves relevant to all visitors, reinforcing how war and conflict continues to impact on people’s lives.
To challenge these preconceptions in the age of information overload, where fake news fills the headlines, we wanted to grab our audiences attention by asking probing questions to show how they only know part of the story and highlighting the importance of knowing your sources, quality and biases. Aligning the audience with the institutions objective empowering people to understand and think independently about the Syrian Conflict.
Results: 138,510 visitors during the exhibition season, 77000 from our target audience. For 54% Syria: A Conflict Explored was their first visit to IWM London.
Drawn to different styles of yoga over the years, both for the physical practice and the headspace, I grew intensely curious and hungry to learn more deepening my own practice by studying with Stretch and qualifying to teach Vinyasa Flow from the school of Frog Lotus/Stretch in 2016.
Lessons are strong and playful with a focus on alignment and connecting better the mind with the physical body, increasing flexibility, stamina and strength.
Available for 1:1, small group classes, festivals, retreats and studios - to keep up with the latest see @parttimeyogi
Developing a look and feel plus logo design for Alex Stickland - a successful global personal chef.
The design is based on his beloved Thrasher label mixed with his love of the kitchen and is now used across all his own clothing, food labels and future website.
Putting a smile on the UK's faces through creating a brand of Mallow & Marsh the gourmet marshmallow company. Armed with only a name the identity was created from scratch working closely with the client through a number of workshops. Brand strategy, Identity and Positioning were developed through Golden circles, personality and benefits - routing the brand in a world of smiles and permissible treats.
Visual identities were then explored before settling on the kamikaze melting marshmallow - highlighting the playful and experimental side.
Design work was developed by the lovely Lindsay Noble, including look and feel, logo and initial packaging designs.
A brand book and presentation booklet were created to help sell the brand in to distributors and other pitches. Mallow & Marsh can now be found in Sainsbury's, Starbucks, Wholefoods and beyond.
See press
Mentoring a local teenager who was interested in moving into the creative industries after school.
Sophie was amazing, meeting each week and getting to know her, helping grow her confidence and work out what I could do to help and extend her network.
Originslly known as PitchIt - the CMN is now offered by many agencies. to help grow peoples interpersonal skills at the same time and raises awareness of the difficulty we face when trying to increase the diversity of the industry.
Developing a full Global re-brand and advertising strategy for UBS. Targetting HNWI and taking the brand away from the safe messaging post-recession and moving it on to recognise a new generation of people in need of Wealth Management.
Talking to people about something they need but find disinteresting is one of my favourite challenges. Add in developing a positioning that works for the entire bank including the smaller asset management arm, plus appeals to differing global attitudes to wealth - an exciting problem to solve.
By talking to consumers lives and life stages - schooling their children, getting older, running the business - pushing life's big questions, in the same way that a good wealth manager would, we were able to cut-through and talk to them abut things they care about.
Forbes Press
Campaign Press
Adage Press
Re-brand and Pan-Arab launch of Al Jazeera Children's Channel to JeemTV
The dated channel needed to get in touch with the new digital kids and reflect the modern world. The channel is entirely presented in classical arabic with the mission of bringing the middle eastern countries closer together.
Aimed at 7-12 year olds, the launch included a live broadcast from Malls in 5 countries, interstitials, press, a new website and even updating the screen on company phones.
Many internal workshops were also conducted to define the following years advertising and campaigns for the channel in 2013.
Helping busy women get ready to face the day with NEW Avon True Makeup.
On average women spend 15 to 30 minutes putting on their makeup every morning and 82% of our target market said they would love to reduce this if it didn’t compromise on the end result. So to prove our promise we asked women on Avon’s social channels to post a picture of their #MorningFace for the chance to star in our next ad.
Getting Safestore to think about their shared love of stuff with their customers, rather than the unemotional topic of storage sizes.
Stuff is Great - by developing a creative platform for the entire business to get behind staff could begin to engage customers on the ground and discover their stuff for future content.
Website traffic saw an uplift of 27% from the same time the previous year and outreach to bloggers using our 3 hero videos and stills reached over 8.3 million. PR coverage was included in lifestyle press Flux Magazine, Sabotage Times and Entertainment Focus due to the art direction and editorial quality content. This helped Safestore tap into a new audience that they never dreamed of reaching previously.
Working with Glasshouse Fragrances in Australia to take their brand to the next level and define themselves on social media.
Working with Purina to help position and focus their marketing through the master brand, Purina UK, helping to restructure and hire internally as well as developing a new voice a the masterbrand to bring to life new social channels through Twitter and YouTube.
Working with Cocreate, a co-operative of consultants and speicalists to execute local improvement projects.
Projects such as helping a homeless charity to business plan and create a social enterprise with the Marylebone Project, or undergoing a community engagement project to help Tower Hamlets understand how they can improve 3 key markets/town centres including Brick Lane and Roman Road.
Lush was constantly being over-looked as a "soap shop" instead of being perceived as the ultra fresh, ethically sourced, handmade cosmetic products it creates.
Working with Method on the communication plan that centred around it's 3 core values - Why fresh really does matter in your beauty products, why Lush products are effective and how the company cares - all with entertaining nods to the original punk roots of the brand but with a more sophisticated tone that reflects its sincere core beliefs.
The work included an audit, setting the brand and communication objectives for the business, developing the plan and running content workshops.
95% increase in engagement
Birkbeck University Spring 2013 evening classes in creative writing.
To dust up on my writing skills and learn a few new tricks I ended up with the opening chapter of a book and a pass with Distinction.
Developing a new product with Rowntrees, off the back of their new Randoms brand. Rip'ems was a plasticine-like treat created to encourage kids to play with their food.
The project involved naming and groups before going into packaging design.
Working across both the blue Aptamil teams and yellow Cow & Gate teams at Danone to develop potential characters for a new child-focused product.
Working with Weapon 7 across the new "Untamables" campaign for Bacardi, as well as other brands in their portfolio such as Grey Goose.
Developed the brand identity for Blynktech an eye saving software.
Direction of logo creation (working alongside the magical Anneka Lange)
Working across the entire digital side of the advertising account whilst at Dare.
