Strategic creative direction for national campaigns and international brand launches. This work focuses on scaling identities, driving digital engagement, and leading the visual narrative for high-profile organizational milestones.
The Times Top 50 Employers
for Gender Equality
Seven years of creative direction for a high-profile national partnership.
A flagship collaboration between The Times and BITC requiring a distinctive sub-brand that balanced professional prestige with an eye-catching visual identity. The work encompassed the annual campaign identity, the design of the Insights Report, and a full 360° rollout. The creative direction ensured a high-impact, consistent presence for the UK’s most established gender equality benchmark across nearly a decade of evolution.
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NBRN: National Business Response Network
Rapid-response sub-branding and UI direction for a national crisis initiative.
Launched in just two weeks from conception, this emergency response platform was designed to match corporate resources with urgent community needs during the COVID-19 pandemic. The project required the immediate creation of a trusted, high-visibility sub-brand and user interface, developed in close collaboration with Outlandish developers to meet an aggressive deadline. The initiative achieved immediate scale, generating £2 million in funding within its first month and facilitating the distribution of millions of essential items nationwide.
BITC: Identity Evolution
& Digital Transformation
A data-led brand refresh delivering a 160% increase in digital engagement.
This project involved a strategic evolution of the Business in the Community brand, transitioning from a minimal, monochrome aesthetic to a contemporary, deep-blue corporate identity. While keeping the three core brand colors unchanged, the redesign focused on enhancing visual clarity, sleekness, and accessibility across all digital platforms. Validated through rigorous A/B testing, the new identity improved content performance and consistency, resulting in a 160% boost in engagement across national communication channels.
BITC 40: Anniversary Identity
& National Milestone
To mark 40 years of the UK’s leading responsible business network, this project delivered a bespoke sub-identity and a dedicated anniversary microsite. The work established a comprehensive visual ecosystem—including a commemorative logo, new stationery systems, and digital-first editorial templates—designed to transition the brand from a retrospective celebration into a forward-looking "decade of action."
Key deliverables included the creative direction for the This Much We Know legacy report and full environmental branding for the anniversary gala at Central Hall Westminster, attended by HM King Charles III. By unifying 40 years of social impact with a sleek, contemporary aesthetic, the identity maintained brand prestige across a network of over 600 member businesses and national partners like BT Group.
Draw It Like You Mean It: Global Art Academy
Brand strategy, copywriting, and international scale-up for a bespoke art consultancy.
This project transformed a boutique service into an international scale-up across 23 countries by leveraging a deliberate psychological shift in brand positioning. The work involved developing a strategic narrative—executed through targeted copywriting and creative direction—that deconstructed the "innate talent" myth, repositioning art as an accessible, high-level skill when tailored to individual interests. This mindset-shift was designed to capture a premium global audience, from professional animators and manga artists to published authors and fashion designers.
By replacing the "fear of the blank page" with a high-energy, interest-led framework, the brand successfully scaled into a premier consultancy for specialized artistic advisory on a global stage.