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Has a tendency to add unwanted typographic widows and orphans. {sigh}
HTC SMARTPHONE LAUNCH
Brief: After winning the BTL account, we were tasked with developing a full suite of temporary and permanent retail marketing materials to support the market launch of the HTC M8.
Solution: We produced a comprehensive retail toolkit, however I reworked the concept as a personal project, building a single-minded visual approach to demonstrate how the in-store presence could be further enhanced.
CENTRUM MULTIVITAMINS
Brief: Bring Centrum's refreshed brand to life in-store while ensuring strong visual engagement.
Solution: Collaborating closely with the US client at Tag Worldwide, we designed a retail toolkit grounded in research. We pre-tested all materials using heat-mapping technology to validate customer attention prior to the final launch.
L’OR CAPSULE LAUNCH
Brief: L'Or needed a flexible way to launch their new aluminium capsule promotion across diverse global markets with contrasting store environments.
Solution: At Tag Worldwide, we developed a scalable retail toolkit. By organizing the touchpoints into clear gold, silver, and bronze tiers, we gave local markets customisable promotional materials to fit their specific retail spaces and customers.
ERNEST JONES WATCH COLLECTION PITCHES
Brief: There was a pitch for each of these publications - we won them back to back. The brief was to design engaging spreads for the Ernest Jones’ annual watch collection publication. Each brand had a bespoke treatment that had to be approved by the individual watch houses. We had to work with their approved photographer.
Solution: At Complete, I created a series of concept spreads presenting the time-pieces as desirable, aspirational products. Our approach successfully secured back-to-back pitch wins. As a watch enthusiast, I relished the opportunity to art direct two-week photoshoots, working closely with a range of high-end timepieces to craft refined, aspirational imagery.
MEDITERIA
The founder of Mediteria briefed me to upgrade his publication to match the high quality ingredients he supplied to Michelin starred restaurants. The signature drizzled graphic, tied the publication together with the opulent food photography.
BANG & OLUFSEN
A personal project exploring the graphic representation of sound waves to make distinctive front cover designs for Bang & Olufsen audio equipment brochures. And being Bang & Olufsen, only a finely crafted presentation box will do.
ICONIC ADVENTURES
One of my US-based freelance referrals, Iconic Adventure, asked me to design a promotional publication. The brief was to elevate the brand through striking, aspirational photography, for customers seeking bespoke travel experiences.
JOHN LEWIS
Having designed many publications for John Lewis, a timeless simplicity and elegant approach was applied to each piece. All aspects of production fell to us individually in the team. From scamping shots, model casting, art direction to designing and artworking the final publications.
WAITROSE HONEY PACKAGING
Despite working for the in-house John Lewis Partnership design team, we still had to present to the Waitrose Trading Director in Bracknell on the agency roster. For this own-brand honey range concept, provenance leads the design.
Each variety’s origin is illustrated through topographic map lines, with coordinates marked on the lid, and a hero letter shaped by typographic influences from its region.
JOHN LEWIS WOODEN TOY PACKAGING
A project to overhaul internal packaging landed after the regional, historical branch names were rebranded to John Lewis department stores. The old ‘Mischief’ brand was therefore retired, however this concept blends the playful palette of Mischief, with the familiar John Lewis logo.
CRAFT BEER LABEL CONCEPT
Despite being teetotal, it hasn’t deterred me from the packaging for alcoholic drinks. The emergence of craft beers really lifted the lid on creative execution with their quirky names and brand positioning. I enjoyed playing with high contrast swirls, detailed illustrations and playful typography. Where else can you show a dog wearing a helmet?
ZOE BROWNE COPY & CONTENT
Having produced freelance design work for Zoe Browne’s US clients, it was her turn to have a new identity. The approach was as friendly and approachable as Zoe herself.
The palette was inspired by her San Diego home, while the letter O’s in her name were converted into speech bubbles, representing her copy and content work.
BAKE ME A GIFT
A business partnership I’d previously worked with asked me to help design an identity for their new venture, “Bake Me A Gift.” Brownies were delivered to customers in bespoke gift cards, which needed designing too... all 76 of them!
JAMES KAY ARCHITECTS
In launching James Kay Architects Limited, I was briefed to design an identity reflecting the values of its founder. Simple, contemporary architecture consistently delivered. The timeless approach to the logo’s design is designed to outlast trends and fads, matching his approach to architecture
CANON PRO
We were briefed at Tag Worldwide to redesign Canon’s pro-dealer network identity as their previous version only referenced camera equipment. This selected route was an adaption of their customer facing frame device, maintaining the Canon brand look.
SHOP AT TAG
Creating Tag’s retail division meant shaping its identity from the ground up. The Shop logo, inspired by the traditional hanging sign, set the tone. A simple retail cue that anchored the brand. From there, the wider identity flowed naturally, extending that familiar sign language into a cohesive and distinctive visual system.
