What I do

Work examples across proposition, brand, marketing and experience innovation and design.

I help scaling start-ups and global organisation take new products and services to market, which means that a lot of my work is under NDA. Please get in touch if you’d like to find out more.

 

Creating a toolkit for exceptional brand experiences

Project Lead • Strategy • Creative Direction • Customer Insight • Personas • Vision setting • Brand Experience Definition • Communication Design

Evelyn Partners have helped families, entrepreneurs and businesses thrive for over 200 years. As the financial advice firm prepared for a major rebrand, we designed a suite of customer-centric tools to support the Proposition & Experience teams deliver brand value in the products and services they create.

  • I led the CreateFuture team to create a Brand Experience Toolkit: customer personas, brand experience principles, innovative customer journeys, and a new tone of voice.

    Fuelled by primary and secondary research, in-person workshops, remote design sprints and communication design, the Brand Experience Toolkit aligns brand values to customer attitudes, needs and goals.

    It provides a North Star for Evelyn Partners to aspire to as they deliver new products and services, enables quicker decision-making in the design process whilst allowing innovation to thrive.

    This toolkit empowers a newly formed and growing team to confidently deliver on Evelyn Partners' purpose and 'place the power of good advice into more hands'.

Helping families get future-ready

Project Lead • Strategy • Creative Direction • Proposition Design • Brand Identity • Marketing Campaign

To launch a new product in the crowded market of life insurance, RGAx needed to do things differently. Unlike competitors, MoneyForThem creates an emotional connection to parents and provides context to the lump sum.

  • The UK’s insurance market is a sea of sameness, the offer is commoditised, the sales journey is transactional and customers either don’t realise they need the product or don’t understand it. This awareness, consideration and conversion challenge stalls business growth.

    The proposition was redesigned around human insight and the customers jobs to be done, to bring real value beyond discounted price or sense of urgency.

    • Redesigned a playful and upbeat visual and verbal brand to pivot away from fear of the unknown and financial guilt.

    • Built an interactive tool that brings much-needed context to the numbers and provides quote options that are personalised to the day-to-day lifestyle of the family.

    • Put a positive spin on a difficult subject, using children’s drawings and compelling copy in the advertising, to create cut-through, build trust and drive traffic to MoneyForThem.com.

    This empathic, collaborative, test and learn approach to product design enabled RGAx to mobilise their venture at pace.

Launching a design-led collective for social and sustainable impact

Co-Founder • Creative Direction • Brand • Marketing

After The Pandemic encourages local communities rethink, reimagine and redesign the world around us to be greener, more resilient and vibrant through the power of creativity and collaboration.

  • I co-founded this social initiative during the pandemic to enable and fund community engagement, cultural events, educational toolkits and online design schools during a period of great unknown. My role focusses on our strategy, brand and making it happen.

    Our work has seen partnerships with local schools, universities and large organisations such as The LEGO® Group, Ellen MacArthur Foundation and Bluestone Energy; and has been featured on BBC World Service, Dezeen and Bloomberg to name a few.

    We curated, designed and delivered a free COP26 fringe event, to allow local communities to take part in the climate conversations. The world’s coolest president 🇺🇸 paid a visit.

Making hybrid working work

Project Lead • Research • Creative Direction • Communication Design • Storytelling

Freshfields is one of the world’s most prestigious law firms. One of the key ways they deliver value is through effective meetings and consultation. In our new hybrid working world, fresh thinking and an innovative solution was needed to support employees on delivering exceptional client experiences regardless of meeting in person, remote or mixed.

  • The big idea came from the insights gained from interviewing clients, lawyers and partners and analysing current hybrid working trends. This qualitative data shaped a set of memorable and practical principles, designed to help employees make their meetings more engaging and productive whilst balancing technology and wellbeing.

    The client experience principles were launched globally to over 5000 employees across different touchpoints, and brought to life in the Freshfields brand across print, digital and company collateral to ensure everyone meets well.

Creating the future of higher education

Brand Strategy & Design • Marketing Strategy & Execution • Creative Direction • Content

I played a pivotal role in launching a technology start-up edify an innovative education platform that combines VR, gaming technology and user-generated content to change the way people learn. I worked alongside the leadership team and supported the founders with the go-to-market strategy, leading on the visual and verbal brand, marketing strategy and roll out to grow presence in the Higher Education market and build the story for investment.

Launching the future of a Kingdom to world leaders

Project Lead • Creative Direction • Experience Design • Storytelling

Directed a £multi-million immersive experiential event that launched The Kingdom of Saudi Arabia’s Vision 2030 to an audience of world leaders at the Future Investment Initiative and announced the country’s ambitious roadmap for economic, social and cultural transformation.

The innovative 4D projection-mapped experience communicated Saudi’s future and visualised the investment giga-projects - Neom, Qiddiya and The Red Sea - three large-scale development zones designed to create new ecosystems and unlock new sectors and promote technology and knowledge in Saudi Arabia.

Bringing a city to life

Strategy • Art Direction • Copywriting • Brand Marketing Campaign

‘Introducing Glasgow’ is an award-winning tourism proposition and brand marketing campaign born from the insight that people need to get to know the city to consider it as a short-break destination.

The campaign converted negative perceptions and overcame the city’s lack of compelling landmarks by bringing to life a different side of Scotland, driving awareness and increasing spontaneous consideration.

 

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