A series of digital investment materials. That could be either presented or sent out to possible investors.
Helping to drive key investment in the British land developments around the capital.

Digital collateral from e-books through to email newsletters

Creating a series of social assets that would both promote the Official Soundtrack and Playlist of the Euro 2020.

Whilst the tournament progressed there were also National team and player playlists to listen to.

Radisson Blu Andermatt
Apartments brochure

Brand Comms Design Guidelines
After creating the new look and feel for the brand and pack, the next challenge was to develop the communication strategy and reveal it to consumers. 

We needed a system that would work across all brand ranges, and in markets that had certain restrictions on them too. 

Ensuring the brand values of 'lighting up moments of happiness every day' is effectively communicated through the imagery and language. 
Taking the most notable new element of the design, the Pause, we built a system that championed the notion of pausing to truly enjoy the moment. 
The Pause shape funtions as a window into how the moment changes your perception to a more positive one, where you look on the brighter side thanks to Pall Mall. 

This visual styling, approach and idea was applauded by the client and adopted worldwide by local markets keen to change the perception of the brand. 

In just two years after launch, growth in markets that would have considered even 0.3% growth saw unprecedented success, with up to a whopping 12% growth in some key markets. This surpassed all expectations and catapaulted the brand to the number one VFM cigarette brand position worldwide.  

Product Comms Design Guidelines
Once we had created the new look and feel for the brand and pack, the next challenge was to develop the communication strategy and reveal it to consumers. 

We needed a system that would work across all brand ranges, and in markets that had certain restrictions on them too. 

Championing the new pack design and ensuring it was shown at its best, focused within the Pause window. 
Taking the most notable new element of the design, the Pause, we built a system that championed the new pack design and heralded a new chapter in the brand's history.

Enjoy App
Our brand aim was to be the right hand man of the smoker, answering their daily frustrations wherever possible. One thing we recognised was a daily irritation was meeting a friend on the way in/out of a smoke break when you could have taken it together. How could you target friends nearby and let them know you're heading out in a simple, instant way? That's how MeetUP was born. An app that instantly connects you with friends nearby so you can enjoy a quick break together, rather than hoping to catch them on their way out. Further functionality was added in the form of suggestions of places to meet, as well as nearby stockists. For those enjoying a solo break, a second phase was designed. CatchUP was a quick summary of the highlights within your social feed you can quickly skin for 2-3 minutes, while CheerUP was entertaining content that rotated every few hours so each time you used it there was something fresh to enjoy.

Triple Capsule Launch
This was the first time ever that a brand was to launch a filter with three capsules in it, so there had to be something big, bold and confident to launch it with. For the first time ever we took the Pause into 3D, three capsules, triple the flavour sensations and so many more flavour combinations available. Moving the brand visuality along in this way opened things up to create more dramatic ways of demonstrating the flavour profiles and tastes with the new opportunities the third capsule brings.

Brand Code 2.0
After a hugely successful launch campaign for the new Brand Code, our markets were asking for more. Now that we were getting live market feedback, they wanted us to evolve the guidelines to tackle the needs of the markets. After many rounds of exploration we decided to move with a more natural background colour, and to put more emphasis on the brand within the copy strategy. In order to create standout for the Pause image in Brand Comms an opacity was added to the background, and to mimic the dynamic Pause symbol we added a slant to the copy which works extremely well. As before, the background continues to add context to the situation and support the left hand side copy. While no longer a negative situation, it still needs to be relatable to the consumer. Product Comms were a more drastic change. Having seen the impact of the new Triple Capsule design we decided we could be more daring with the comms. With the packs, we took them out of the Pause altogether, giving them more precedence by having them front and centre, and at the same time creating more of an icon of the Pause. Again we slanted the copy to create dynamism and movement, with far more emphasis on the role that Pall Mall plays in our consumers taste perceptions. Overall it was a successful evolution of the strong style and design we had initially created and a natural progression for the brand.

Activation Guidelines
Bringing the brand ethos to life was a natural move for a brand that positions itself as the smoker's wingman. The challenge we set ourselves was that it had to improve the smoking moment for our consumers, and this could be from the smallest thing like a combo breath freshener lighter, to places to sit and relax that pop up in the city. If the activity didn't seem like something a wingman would do, we wouldn't do it. In this way we positioned ourselves as an approachable, down to earth brand that's always there when you need us.

New Brand Ideal
Evolve the Brand Code creative expression by owning the category insight that smoking stops time, and by answering Gen Z’s need to escape their always-on life through unlocking the deep emotional meaning of the Pause Icon.

Pall Mall lights up moments of real happiness every day.
Shining a light on the inherently amazing in the every day.

The Pause Effect. Giving you the space to reclaim yourself, to take stock of what you have and to reflect how to achieve what you want.

LUCKY STRIKE NATURALS

The closer to nature, the better the taste

When your bare feet touch the warm sand. When you smell & feel the fresh notes of the forest. When you never tire
of looking out over the ocean shore.
You feel grounded and your senses connect with nature. Lucky Strike understands natural pleasures and we’ve taken our inspiration from nature and all it has to offer. Sunlight, Water and Tobacco. Natural blends, natural processes for a natural & authentic taste that is
made to savour.

Made better. Taste Good. Keep it Natural

Glo / McLaren F1 Activation

F1 & the McLaren relationship provides a great visual metaphor for the modernity/technology of glo™ and a huge opportunity for communication.

However, F1 in general – and team McLaren in particular is
so much more than merely being about the car. In order to maximise the investment in the programme, we must look beyond the immediate/obvious to drive wider engagement whilst utilising this dynamic platform to build a deeper understanding of the glo™ brand and positioning.

Issues
F1 is super attractive. However, due to legal restrictions, glo™ isn’t quite ‘at the races’ – no branding on the car, no presence at the F1 venues.

We need to generate a unique approach that plays to our strengths and delivers stand-out for glo™ and differentiation from Vype/Vuse & Lyft.

Working with jti has introduced me to the dark world of tobacco. The challenge with these fading iconic brands is that they have no product benefits and a list of different global legal restrictions to restrict your creativity. But generally having reasonable budgets and clients looking for exciting new innovations, we have created some interesting creative solutions. Here is a few examples ranging from product development/launches, limited edition packaging, trade promotions/activations to interactive experiences;

B&H Gold LEP
Last ever gold LEP needs to stand out and be remembered trade promotion tells the story of B&H with a photoshoot in Saville Row where it all began...

Handmade Rolling Papers
The challenge was to create a new brand of rolling papers that can sit with and retain the craftsmanship brand cues of a well-known rolling tobacco brand.

Sobranie toolkit
Launch a new variant of cigarettes within the world of super-rich and wannabees. usual brand guidelines and K.V. but activation concepts that anyone can engage with...

B&H consumer website
Create a web presents which is primarily a product range portfolio that also tells the story of B&H a portal for consumers to have their say and an updatable directory of where to buy

Camel Limited Edition Packs
Create a pack design that really stands out and invites people to connect with the brand. Given territories, we created concepts and designs that had engaging experiences in-store a hare there purchase in a duty-free environment

Silk Cut Studio Guidelines

Amber Leaf Pack

B&H London 
Develop 2-3 new LEP designs on basis of current LEP designs which are
even more outstanding and reach a tremendous shelf stand-out.

Camel TOTW Toolkit
Camel was releasing a new range to compliment the Camel core brand; the range is called ‘Tobaccos of the World’. There are six SKUs within the range and RYO variants for each SKU. The brief, to provide a toolkit for the launch. 

Camel Vibe Toolkit
Camel vibe is a limited edition collection with 5 different pack designs within the music & nightlife territory. The Vibe collection will support camel base family in activations during 2013 and 2014.

Ploom festival activation.
Activate a new vapor product in the Uk festival arena and keep within strict legal tobacco legislation. We created an adaptable rig that created intrigue and prompted people to purchase or sample the product.

Check out the build story...

Miracle Gro Evergreen
seasonal campaign.
Your Lawn needs love…

Creating a range of In-store POS to help launch a new range of flavoured teas from around the world

Client: Vodafone
Brief: To drive and direct customers in-store towards Vodafone mobile broad band sales areas.
Response: Simple clean directional floor graphic that directs you through the store to the mobile broadband display unit
 

Client: P&G – Clairol nice 'n easy 6 weeks.
Brief: To launch through the line in conjunction with Grey London.
Response: A new, approach to hair colour based around lasting up to 6 weeks.
Results: National press and TV campaign. with celebrity endorsement.

Client: P&G – Clairol nice 'n easy Be a shade Braver.
Brief: To launch through the line in conjunction with Grey London.
Response: Be a shade Braver. A small change to your hair will make
a big change in the way you look at life.
Results: National press and TV campaign.

Client: Coca-Cola
Brief: Several promotional angles mainly focused on music and football.
Response: In-store, on-line and mobile promotions of huge proportions.
Results: Overwhelming response, particularly for Txt2Collect, Biggest Ever Music Giveaway and Win a Player including a number of ISP wins and nominations.

Client: Coors
Brief: Oversee all Carling BTL work through bd-ntwk working closely with Leith.
Response: A host of POS, promotions, new football identity and tactical advertising. 
Results: The ongoing use of ‘Love Football’, the brand’s biggest football promo to date, renewed credibility in music and positive brand recognition.

lient: M&G 
Brief: Create a taxi side using the brand’s multiple ampersand imagery for a core fund.
Response: A musical approach where the ampersands sang out from an instrument and proposal that it be used on more than one fund.
Results: Music became the pan-European theme for the whole of 2008 across funds, folios and was used on-line, outdoor and in press.

Client: Sky
Working as a part of a creative team on several briefs. Covering the launch of a wide range of Sky products.

Client: Virgin Media
Working as a part of a creative team on several briefs. Devising and implementing brand refresh for Virgin Media.

Client: Click Virgin Media 
Concept and design for educational bill inserts.
Objective: demonstrate product features and services and drive usage.

Client: Simponi
Brief: To launch the first once monthly
anti-TNF drug.

Response: A new, once monthly treatment
to improve efficacy amongst suffers.
Results: Global campaign.

Client: Predfoam
Brief: To create an Ad that enhances peoples perception of an already very successful product.
Response: Convenience at your disposal.
Results: Global Press Ad.

Client: Help the Aged
Brief: None. Proactive use of additional photography requested by myself on the brand’s magazine shoot.
Response: Rather than treat isolation, winter death, and social care as separate briefs. Run a brand consistent, overarching set of ads that still challenged the issues.
Results: With client as their intellectual property to decide how to use it.

Client: Help the Aged – Research to age

Brief: Create a DM campaign to encourage donations to the ‘Disconnected Mind’ project.
Response: A pack that represented the potential loss to the project and appealed to nostalgic recognition.
Results: Donations massively above target and a nomination for Best Charity at the Precision Marketing Response Awards.

Client: GSK- ALLEN & HANBURYS
Brief: Enhance people's perception of the A&H brand as the leading name in respiratory medicine.
Response: To show they still have the passion and the heritage to find new treatments and innovative devices that help asthma suffers to enjoy the freedom of a normal life.
Results: Press campaigns.

Client: Kiwi 
Brief: Pan-European launch of ladies’ shoe comfort products.
Response: ‘Shoe-a-holics’ strategy which became ‘We Love Shoes’ due to translation.
Results: Press, outdoor and in-store kit including bespoke options.

Client: ABSOLUT
Brief: To design a Absolut Raspberri Raspberry Vodka 70cl & Glass Gift Pack

Results: Core concept taken through to launch.

Background
• Absolut is launching an ‘End of Year’
  Limited Edition bottle
• This bottle is a collaboration with
  the ‘Andy Warhol Foundation for
  the Visual Arts
• It extenuates the iconic 1986 painting
 

Our role 
• Consider how to highlight Absolut Warhol
  in Travel Retail, draw attention to the
  Limited Edition bottle on shelf

• Take into account differing retail formats
  and how to integrate digital as part of
  the story

• Propose promoter uniforms

Carrera experiential activity Build brand awareness amongst potential consumers through meaningful face to face engagements 

• Reflecting ‘Out There’ campaign
• Target core millennial audience 
• Drive traffic to partner store
  e-commerce site 
• Generate content for use on
  digital platforms 

Budget:  £45,000 

• Excluding incentive discounts on
  purchase and GWP

In order to achieve both sales and brand awareness objectives we will utilise participants’ social media profiles 

• Focus on Instagram for brand fit,
  options to duplicate across platforms 

• Incentivise use of dedicated
  campaign hashtags but leave
  styling to the participant 

• In low connectivity festival environments
  posts will appear after the event to avoid
  competing with the social media clutter
  associated with a festival weekend 

• When producing automated social
  media posts through participant
  accounts copy will be pre-defined
  to include correct brand messaging
  and relevant campaign hashtags 

• Photo booths do not allow automated
  posting to Instagram and will instead
  post to Twitter or Facebook 

By taking Carrera to an environment already frequented by ‘true authentic’, at a time they’re even more open to an adventurous experience, we create a truly memorable brand experience which drives both participants and those they share it with towards a purchase.

• Use existing festival environments as a
  creative base for a campaign 

• Benefit from a contained audience with
  guaranteed footfall 

• Opportunity for multiple interactions
  across a number of days 

• Bolster content by featuring wider
  festival atmosphere

Pop up retail outlets
visitors to the pop-up store will be able
to print photos of themselves with their
chosen sunglasses by tagging their
Instagram posts with the relevant hashtag. 

• Printing prompts generation of social
  media content 

• Photos are added to the walls, steadily
  turning the store in to an ever growing
  art installation 

• Potential competition tie-in with
  experiential activity offering festival
  tickets as prizes for adding photos
  to the walls

The Tourer 
Taking an American classic, oft cited as an icon of life’s great journeys, we’ll invite the public on board the Carrera Tourer to find their perfect pair of sunglasses and embark on their next adventure. 

• Airstream style unit 

• Parked up in city centres, markets and
  street food destinations 

• Internal décor styled after
  touring travellers 

• Glasses on display throughout 

• Upon finding their chosen pair
  consumers will be photographed
  so as to join our Carrera Journeys
  Instagram album 

• Photo wall of all participants 

• Rewarded with a discount each
  consumer will receive a voucher
  to be used online 

The Carrera Viewpoint a new experience taking you above the crowds

In the true spirit of getting ‘Out There’ festival goers will have to wonder off the beaten track as they scale the rocky façade of the Carrera observation point. Upon reaching the top they’ll be rewarded with a truly unique view of the festival landscape. 

• Standing tall well above the crowd
  the observation platform will be
  highly visible 

• Climbing wall designed to be an
  enjoyable experience as opposed
  to a challenging pursuit 

• The top forms a contained trial area
  where participants are able to find
  and purchase their perfect pair

Road Trip Hit Squads Hitting the road to find the authentic UK look

Our team of travellers will search out the truly authentic amongst the crowds of major UK cities; armed with the complete Carrera style set they’ll travel the country helping target consumers pick their perfect pair. 

• Pairs of Carrera brand ambassadors
  travelling through target cities on
  customised Vespas 

• Each team carrying a bespoke satchel
  containing a selection of Carrera styles
  and a mirror 

• Stopping in high footfall target locations 
  our teams will invite passers-by to take
  a seat on their vespa and try a variety
  of Carrera styles 

• Upon finding their favourite pair
  consumers will be photographed
  a top the vespa and entered in to
  a competition to win their
  very own one 

• Rewarded with a discount each
  consumer will receive a voucher
  to be used online 

Social Playground This state of the art printer tracks a predefined hashtag and automatically prints off any qualifying photos uploaded to Instagram within
20 seconds 

• Generates original authentic content 

• Natural way of inspiring participants
  to engage with your hashtag 

• Additional brand messaging and offers
  can be designed in to the prints 

• Collates a digital copy of all photos for
  use after the event 

• Provides a detailed report on the overall
  reach and engagement levels