Tackling a major social issue through design

Our small team won the DBA's Inclusive Design Challenge with this project in 2010. To tackle the problem of keeping an ageing population active, we focussed on 'workarounds' older people had devised for themselves - which turned into a 'skill swapping' brand, designed to unite and energise different generations.

Skills: Behaviour change, branding and strategy, naming, copywriting, scripting and storyboarding, presenting, creative direction

Stunt idea for Premier PR: I suggested the BT Tower would make a great giant lightsabre (or even -saber) to mark the launch of Star Wars on Blu Ray.

A fresh approach to behaviour change for First Capital Connect

I helped persuade the company to abandon finger-wagging and negative tactics in favour of entertainment, then worked with designer Chris Bishop to create this tongue-in-cheek campaign and its (anti)hero. Results included a shift in unprompted awareness from 6% to 27%, and 79% of respondents said they would modify their behaviour (compared to 29% previously). The number of major accidents, meanwhile, fell by 30%. 

Skills: Behaviour change, strategy, copywriting

Strategy and copywriting for The Hub. Worked with the YHA to define their core purpose, then devise a campaign to launch it internally and externally.

Lead designer was Chris Collins.

Promoting the Big Bus Challenge - in print, online, and on buses

This campaign picked up a Drum Marketing Award for Exterion (then CBS Outdoor) and, more importantly, beat all their targets for entries to the competition. I wrote the copy.

Business transformation from the ground up

I joined the team working on this rebrand - helping to develop the brand proposition and tone of voice - then took over the lead after moving with the client to a new agency. In that role, I’ve helped to train all frontline staff in the new branding, devising and running training events throughout the UK, as well as leading a successful pitch to design and deliver the company’s new website.

Copywriting as part of the Goosebumps team. Bringing several courier companies under a single umbrella, the brand was developed by Jane Harwood (who led the design), Simon Cotterrell, Ashley Moxey, and Adam Ding. I came up with the strapline, helped with creative development, and wrote most of the copy for their brochure and website.

Pioneering a fresh approach to wealth

NPG Wealth Management were in the process of a radical change of direction when I joined the team working on the brand. I took over as lead strategist, developing the core proposition and tone of voice, and helping to establish the creative direction. I went on to write the new website, and train the company’s multilingual team to write for the new brand.

Helping to reposition and relaunch a world-leading community of business and executive coaches. I came up with the positioning line, helped plan and deliver the website, and wrote or edited almost all the web copy. Full team: Simon Cotterrell, Laura Farrell, Adam Ding, John Hudson. 

Copywriting, strategy, and some creative direction as part of the Goosebumps team. Specific projects included: helping to devise and write their new website and creative oversight on a series of short films for it; copywriting and copyediting for an internal behaviour change campaign; and advertising campaign concepts and copy.

The lead strategist and writer was Simon Cotterrell, and the lead designer was Adam Ding.

How do you get people to track their drinking for a month?

By framing this in terms of wallets and waistlines, rather than alcohol, it became much easier to start a conversation with customers, friends or family members about drink. 63% of respondents said the kit helped them cut back on units, 58% switched to lower-strength drinks, 52% cut the number of days on which they drank and 79% started keeping better track of their drinking.

Skills: Behaviour change, strategy, copywriting, creative direction

Finding plausible gaps in the market - and creating brands to fill them

To study the impact of different textures and finishes on Direct Mail audiences, the Royal Mail needed a range of 'new brands' to launch. To ensure the experiment would work, I found a genuine gap in each sector, then crafted proper backstories for each brand - and came up with the names.

Skills: Branding and strategy, naming, briefing and creative direction

Turning dry market research into an inspirational workshop experience

To get maximum value from their audience insights and expertise, Turner Broadcasting (who own Cartoon Network among other channels) asked us to assess their 'Immersion Day' for potential clients. I helped our team rebuild the experience from scratch - coming up with the name, devising games and other content, and helping to embed an entirely new approach.

Skills: Branding and strategy, naming, copywriting, training, presenting, running workshops

Rebuilding a brand - then keeping it on track and helping it to grow

I helped relaunch this mid-market chain in 2010 - injecting energy, personality and a clear sense of direction into a brand that was struggling to find its way. Since then, I've helped oversee the evolution of the group - consulting on strategy, directing photoshoots, writing copy, and more - as four new venues have been acquired.

Skills: Branding and strategy, copywriting, creative direction, running workshops

Connecting with Arsenal fans everywhere - through a revamped membership scheme

The club's 125th anniversary created an opportunity to overhaul the membership brand. Our creative and positioning work proved so effective that it became the foundation for all membership activity over the next four years.

Skills: Branding, copywriting, scripting and storyboarding, creative direction

I helped with the strategy, user experience and design as well as coming up with the name and writing and editing all the copy. The team was led by Matt Gelder and Anna Miller; the project was nominated for a 2015 Brand Republic Digital Award.

Expanding the Dead Rising 2 universe - by taking the joke as seriously as we could

As part of our global campaign for Capcom's Dead Rising 2, I helped develop a website devoted to Zombrex - an 'anti-zombification' medicine featured in the game. To make the experience truly rewarding, we aimed for authenticity, immersive content, and a real satirical edge. The result was a wealth of immersive, multi-platform content - including a TV ad, brochure, phoneline, and other hidden extras.

Skills: Branding and strategy, copywriting, creative direction, scripting and storyboarding

I helped lead our successful pitch to the Society of London Theatre for their Theatre Tokens rebrand. We went on to work on their 'tkts' marketing and various other projects.

I deliver workshops in copywriting, behavioural economics, brand planning, idea generation and more.

I helped pitch for then create this global campaign for Capcom's Dead Rising 2 game

Working closely with lead strategist Giles Davis, I helped the team craft a winning presentation, helped name the campaign, gave it a tagline, and helped write the sample campaign content.

Skills: Pitching and strategy, copywriting

Interactive exhibit and branding

I helped plan this exhibition and event - bringing a full-scale model station to life with messages, branding, and perspex mannequins. I also wrote all the content - including an accompanying brochure.

Station redevelopment - branding, strategy, launch event & more

I came up with the name; helped pitch the work to the client and stakeholders; and wrote all the copy.

Branding fan ownership

I came up with the name and worked with Jenny Theolin on the branding.

Branding and launch campaign for the UK's first mass-participation disability sport event. I ran a workshop for the client and the whole of Clinic, who all chipped in ideas; then Steve Pigott, Ed Chandler (I think) and Sammi Richardson lead the design work. Pro bono on behalf of Clinic and Barclays.

Helping to position bus advertising to an audience of agencies and planners. I devised and scripted this with Ed Chandler.

Briefed to promote Network Rail's London property offer, I devised and scripted this short animation with Matt Gelder.

Devising a name, branding, presentations, collateral, and activities - for this Europe-wide roadshow event

There were two key challenges here: to ensure all the content would be easily understood across audiences; and to frame a gentle challenge to them - since the aim of the session was to inspire guests to be more ambitious and creative when it came to online advertising.

Skills: Branding and strategy, naming, copywriting, presenting, running workshops

The moment of truth: completing a creative challenge to get us on the roster

I helped us ground the work with a central insight - around giving the permission needed to indulge a guilty pleasure - then briefed the team, and helped craft the ideas and the copy. Each route set out to get DM and social media working hand-in-hand.

Skills: Research and strategy, creative briefing, idea generation, copywriting

I wrote this film for Microsoft Advertising, then Tandem Films made it. Jenny Theolin collaborated with me on the thinking and design. The lovely Morwenna Banks did the v/o.

I've worked on a range of DM, branding, strategic, and campaign briefs for them. Highlights include persuading them to send out a film not a card one Christmas - and the immersive strategy session I helped Louisa Harman, Paul Holder and others prepare.

Outdoor campaign and positioning for CBS Outdoor (now Exterion Media).

Lara Groves and I brainstormed this. It was her line, which I picked out, then we devised the styling with the team. I went on to write some headlines too.

Trade fair stand

I devised and / or wrote all the content - including the themes and branding - for this civil engineering trade fair, which featured interactive games and maps, films and animations, DM pieces and other collateral.

Strategy, copywriting, and creative direction over a wide range of internal and external projects: from social media and sponsorship strategy to advertising campaigns.

Many members of the Clinic team were involved over the years, but one or more of Andy Hunns, Dave Dragon, Dave Lewis and Ken Ansell usually took the lead.

I wrote this other film for Microsoft, which Tandem again stepped up to create. Jenny Theolin collaborated with me on the thinking and design for this one too.

I devised and wrote this pitch-winning film, which aimed to show off the social potential of Windows Live.