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Workshop_lead.jpg

The workshop gallery


THE WORK

Created, crafted, polished and despatched

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The workshop gallery


THE WORK

Created, crafted, polished and despatched

 

Take a look around and explore the mix of digital and print portfolio projects on the workshop floor

 

BHF Events Challenge Series


BHF Events Challenge Series


The BHF Challenge Events Series calendar

 

Charity fundraising
Creative direction and design project management
www.bhf.org.uk/get-involved/events

Strategy

The British Heart Foundation Events are an important source of fundraising for the charity, with thousands participating across the many events each year. The purpose of the annual Challenge Events Series calendar is to enthuse the audience to sign up, get sponsored and take part.

The target audience is a broad range of age, gender and ethnicity, with or without a past history of participation or donation. Communication channels are the BHF website, online display advertising, giveaways in shops and mailouts to supporters.

Marketing insights show us that the fundraising element is a secondary motivation for participants - the primary motivation in personal challenge and achievement, along with the sense of team spirit at the events.

 

Execution

To grab the audience's attention attention first, the visual style and language expresses the excitement of the individual challenges, team spirit, the fun of participating, and the special sense of achievement when the challenge is overcome.

We focused the main visual hooks on action photography, taken on location at events. The element of discovery and personal motivation to take up the challenge is bolstered by the wordsearch elements in the headlines (Find Your Ride, etc) and the inspirational tone of voice.

The important message that the fundraising supports life saving research into heart disease underpins the communication. This is primarily through a short case study featuring the story of how one young fundraiser was motivated to take part in the challenges by the death of his teenage sister; and by a shopping list dotted throughout the publication showing what set amounts raised would buy for research.

 

Runescape


Runescape


RuneScape

 

Online gaming
Creative supervision and design project management
www.runescape.com
 


Strategy

Long-running and very popular, RuneScape is a fantasy multiplayer role-playing game which often has hundreds of thousands of players online at one time, from all over the world. 

For the launch of a major update to the game, RuneScape 3, the RuneScape visual identity needed a thorough refresh - across all touchpoints, most importantly the community website.

The website is updated very frequently with new quests, offers and promotions. It's a very large website which is an important source of information to a very active and vocal player base. As a complete rethink would have run the risk of alienating the millions of players, the visual approach needed to be an evolution.

 

Execution


The 3d logo features strong, battle-hardened steel with a fiery swoosh, using a customised typeface based on a classic serif.

For key brand communications, the logo is set against the blue sky of an open vista, with mythical elements from the game lore drawing the eye into the the RuneScape world.

On the site itself, rigorously controlled and highly legible typography ensures the many and varied pieces of communication throughout the site maintain the branding consistently. 

Carved slate graphical elements with golden and steel accents provide a framework which allows the beautiful marketing illustrations and screenshots to breathe.

 

Block N Load


Block N Load


Block N Load

 

Online gaming (original site)
Creative supervision and project management
http://www.blocknload.com

 

Strategy

Block N Load is a team first person build-and-shoot game, free-to-play.

The purpose of the game is to build an impregnable base from a wide range of blocks as the clock counts down to the start of the battle, then to invade destroy the opposition’s base.

The feel of the game is wild, crazy and eclectic, with six very different characters for players to choose. Each one has a distinctive look and personality and plays a clear role within any team of five. 

To launch the game, branding needed to be created for the marketing website, emails, a suite of online display ads, third party ads and skins for Steam and Twitch, an exhibition stand and giveaways.

 

Execution

To reflect the eclectic character of the game, the branding used a mix of bright colours,  a mix of three typefaces and graphic elements inspired by early 20th century woodblock posters.

The stars of the show are the five characters, in their different incarnations, shown grouped dynamically in action movie poster style or posing solo against their own tailor made plaques.

 

Play.com


Play.com


Play.com

 

Retail
Creative direction and design project management

 

Strategy

With 14m unique visitors a year, Play.com was one of the UK’s top online retailers.

To differentiate it from competitors like eBay and Amazon, the branding was transitioning to a more sophisticated, department store style. New categories were introduced, expanding out from the original core offerings of DVDs, Blu-rays, music and games.
 
This required a complete site redesign, to meet the different commercial needs of all the product categories, stores and campaign pages onsite. Commercially, it needed to be launched well in advance of the seasonal run up to Christmas.

 

Execution

The new branding was conceived to feel bright, clean, contemporary and above all to maintain its integrity in the fast-moving production environment without dilution over time, ensuring consistency of user experience and brand engagement. With the introduction of a new CMS, content needed to be remain modular and flexible.

We carried out careful analysis of the user journey from first touch through to purchase, identifying key areas and calls to action for each category. 

From this, the site homepage, campaign pages and key pages for the categories were created, along with a detailed set of brand guidelines and usage guidelines for each department. 

The brand typeface adopted had a broad range of weights, allowing the design to remain consistent across the site while remaining flexible enough to vary styles between categories.

The concept was also applied to all other channels -  email, social media and ATL marketing.

The new site clearly differentiated Play.com from its competitors by a very consistent, engaging and fresh approach to high volume e-commerce marketing.

In the period after its launch, page views per visit increased, the bounce rate decreased across key areas and customers found their way through to deeper level pages via fewer clicks. 

The first major test for the flexibility of the redesign came in Q4  - and the creative translated beautifully to a bright, high impact Christmas campaign right across the site, on email and online advertising. It successfully enticed and converted customers over this key trading period, the first Christmas following the company's takeover by the Rakuten Group.

 

Festival Place


Festival Place


Festival Place

 

Retail: concept for pitch
Creative direction and design

 

Strategy

Festival Place is a shopping mall with fashion, food outlets, homewares, electronics and leisure activities all under one roof.

I was asked to create a concept for a brand campaign, initially for outdoor media.

The new outdoor media brand campaign needed be flexible enough to carry promotions for all the mall's offerings and activities, while cutting through the many other messages and visual stimuli from the individual shops in the mall. 

Above all, it needed to position the mall firmly as a centre for pleasure and entertainment, blending a sense of accessibility with aspiration. 

 

Execution

Looking beyond the surface value of the purchase made or event attended, I created a campaign around snapshots of moments of happiness for customers as they find what they've been hoping for at the mall. 

I used close-up, engaging, documentary-style photography with a "happiness barometer" labelled mathematical trajectory lines and simple, informal headlines to give a tongue-in-cheek analysis of that exact moment for that particular person. 

This sophisticated and engaging visual style is very versatile and would work equally well for digital or video channels, as well as outdoor display advertising.

 

The Mall


The Mall


The Mall

 

Retail
Creative direction and design

 

Strategy

The Mall is the largest and newest shopping mall in Sofia. The retail sector in the Bulgarian capital is now very crowded and highly competitive, so it’s essential that all marketing and advertising assets are instantly identifiable, highly visible and clearly relevant for the appropriate target audience.

 

Execution

Designed to intrigue and excite the audience, the overarching theme for all advertising is Guess where I’ve been? The Mall. The logo is underscored with a strapline which changes according to context - for example, destination: style.

We created a simple and strong look for all communications with an emphasis on strong monochrome photography, the most relevant elements being highlighted in orange taken from the brand palette.

All text is in Bulgarian with only the logo in English.

 

Transformers Universe


Transformers Universe


Transformers Universe

 

Online gaming: branding development
Creative supervision and project management

 

Strategy

Transformers Universe was an online multiplayer battle arena game, featuring new Transformers based on the Hasbro Transformers IP.

The purpose of the site was to drive sign ups and act as a portal into the game, as well as providing a platform for promotional campaigns, store, community forums and background information for players.

 

Execution

The branding expressed a darker, more adult feel than the rest of the Transformers franchise. Central to achieving this was art directing 3d imagery which kept close to the look and feel of the game itself.

Typography was carefully crafted to evoke the Transformers world while retaining clarity. The visual flow of complex information and user journey was kept at the forefront of the design process. This meant users could be guided towards the sign-up and onboarding process directly, or with the opportunity to go deeper into the site and discover the game and the community before committing.

The Founders campaign was the first monetisation project, launched as the game went into the Open Beta phase. With four packages on offer from basic to premium, a special feature was the ability to play in-game as one of the unique Transformers Universe Founders. Players who purchased one of the Founders packs also had their names displayed on an Honor Roll page on the site and had a special avatar for use in-game and on community forums.

As the game went into open beta, starter bundles were sold on-site to enhance the game for those already signed up.

The game and website have now been shut down.

 

AG Barr


AG Barr


A G Barr

 

Sports drink
Creative direction

 

Strategy

To support the re-launch of the Taut Sports drinks brand, AG Barr required a new consumer site to differentiate the brand from its rivals in a very competitive market.

 

Execution

We created a site which provided a mix of friendly science, training tips, community sponsorship and fun. We introduced strong, gritty, emotive imagery on a heroic scale that engaged the visitor instantly, reassuring them that the brand understands how seriously its consumers take sport and exercise.

The top navigation area was animated and cycled through the products flavours and a sequence of copy taken from the launch advertising campaign.

 

Windows 7


Windows 7


Windows 7

 

Digital video service
Creative direction and storyboarding

 

Strategy

As part of a campaign to promote Windows 7, we were asked to create the SugaBabes Mix Machine - using our groundbreaking digital video technology applied to a karaoke singing competition. 

 

Execution

Video clips were gathered via webcam performances uploaded by contestants and performances captured from the video booth roadshows. 

Through a fun, easy-to-use interface that sat within the campaign website, competitors could view their performance singing alongside the Sugababes then going on to create their own video, mixing fragments of their own performances in with those of their friends to create an exclusive mix, or with synchronised performances from around the UK. 

Animation effects were created around the “shake and snap” functions of Windows 7.

We developed the interface from the Lips service to encourage groups of friends to participate, from social media as well as on the site, further increasing traffic and time on site. 

My role included steering the creative through a complex technical solution, and working with the developers to create an unique, automated way of cutting fragments of the video to be delivered on the beat.

 

XBox


XBox


XBox

 

Digital video service
Creative direction and storyboarding

 

Strategy

As part of the launch campaign for XBox singing game Lips: Number One Hits, we were asked to create an innovative video mix service. 

Roadshows travelled all over the UK with video booths capturing members of the public “Singing with Lips” to Lily Allen’s The Fear. Primarily this was to be cut together into a conventional TV ad to be premiered during the first break in the X Factor finale. 

All the videos were also uploaded to us every evening so we could create the service which was featured on the campaign's website.

 

Execution

We split the performances into individual lines of the song ready for remixing into a new performance video. 

Following a link given to them after their performance at the roadshow, singers could then go online to mix their own personalised video. They could mix their video together with the performances of their friends, or choose to experience their performance mixed in with thousands of singers from around the UK - using a sliding scale to select the gender, location and the singing quality of the other performances. 

The resulting unique videos could then be shared on social media sites and sent to friends to encourage them to mix their own, driving additional traffic to the site.

My role included working with our client, Global Media, to develop the initial technical capability into a compelling creative proposition; creating a structure for the video mix; working with our technical and creative teams on the user interface; and directing a teaser video that communicated the features of the service to users.