About me and my work

Challenge:  Having previously worked with two design agencies, the founder was not yet happy with the brand identity, wanting something that 'feels right' for the relaunching of her innovative snack. 

Approach: Using brand exploration exercises, I worked with the founder to discover the 'why' behind the business, and the impact she wanted to have on the world. Through co-creation, I took the company from the uninspiring ‘Satisfied Snacks’ to ‘Marvin’s’, the Next Generation Challenger Brand.

Result:  I produced and delivered brand guidelines, packaging design and new website and a launch plan. The new brand name and visual identity gave the founder confidence to tell their brand story. Conversations from investors opened up and a new pitch deck was developed. 

Insight: The secret to a successful branding lies in listening, understanding and co-creation. Distinctive brand assets and designed customer experience are also crucial.

Strategic Rebranding - Strategy & Design | Brand Positioning | Brand Naming | Portfolio Organisation 

Challenge: Due to launch new home security products, this global entertainment brand's product team hadn't thought beyond launch, so needed to be challenged to explore future possibilities.

Approach: Through quantitative and qualitative research, 12 customer segments were identified. In-home interviews and observations were conducted with prioritised 'vulnerable' customer segments. Workshops and co-creation sessions led to new product and service ideas being explored.

Result: A product team, no longer fearful of the term ‘vulnerable’ customers. Product propositions changed to emotional value propositions - directly targeting their negelected, new customers.

Insight: Inclusive design begins with understanding + the silver economy is an untapped opportunity area for many brands, which most businesses are scared to explore.

Brand Territories and Opportunities | Audience identificiation | Value Proposition | Product Innovation

Challenge:  For a global snacking company to achieve an ambitious brand vision, they had introduced new employee 'behaviours' - the problem was that these were an intention without a plan.

Approach: By challenging the People and Organisation (HR) team to think outside of their usual top-down approach, we were able to design an unexpected set of collaborative activities which empowered on-the-ground employees to take action.

Result: One new visual identity with accompanying brand guidelines, 3 workshops, 5 decks, 1 framework, 139 files – all in 6 weeks. The project success and client relationship development led to sign off for the largest single project (£350k) ever won with this client. 

Insight:  Playfulness in design and deployment creates unexpected impact for large corporations.

Activating Brand Strategy | Internal Comms & Culture | Visual Storytelling | Marketing Plan + Content

Challenge:  A mental health and wellbeing start-up was seeking investment but struggled to clearly and consistently articulate their brand value and accompanying messaging.

Approach:  In a half-day workshop, I guided the founders and team to define their target audience, reflect upon their brand messaging, refine their brand value proposition and point of differentiation, and explore their brand personality and tone of voice. 

Result:  A clearly articulated brand and a consistent understanding of the value proposition by all founders and team members. This work fed into a new pitch deck.

Insight: Workshops designed for brand teams to get curious, create alignment and clarity. 

Brand Workshop | Brand Strategy and Proposition  | Touchpoint Audit

Challenge:  Following investment, Bill's needed to shift from a 'familiar local brand', to 50+ venues. The challenge was to expand without losing the brand essence – integrity, locality, and charm. 

Approach:  As part of a small opening management team, we explored the best ways to approach the expansion. I delivered staff training on the brand and customer experience – the ‘Bill’s way’. 

Result:  Supporting growth to 5 venues across Sussex and London, training 48 staff members. “All in all the dining experience was fantastic, service was second to none.” - Tripadvisor Review.

Insight: Hospitality is all experience. Customers seek comfort, care, safety and familiarity.

Brand Experience | Customer Experience | Brand Culture | Customer Service | Training

Challenge: Opening up a new hospitality venue is a  huge challenge. The challenge is to ensure my clients do not become part of the 20% of UK SMEs which fail within the first year. 

Approach: As a freelance consultant I prioritised understanding my clients and their 'why' to develop strong brand foundations. For end-to-end consistency I would consider all aspects of the customer experience - even down to the salt and pepper shakers on tables. This included training staff in my own methods of customer service – '360⁰ vision' and 'AAB (Above and Beyond) service'. 

Result: Growing one client's business from one venue to five– one of which went from #46 to #1 on Tripadvisor, under my management. I also supported this client to go from their first venue to a six-figure business. I also featured on Channel 4 for my unusual customer-centric, approach to the interior styling and brand experience of a Manor House.  

Insight: A strong service brand is all about customer understanding consistency and differentiation.

Brand Positioning | Customer and Brand Experience | Journey Mapping | Interior and Exterior Design