As a response to the rising popularity of New World wines we created the wine brand Art de Vivre on behalf of a group of winemakers from the French region of Roussillon – a very sunny place. I used a die-cut in the label to reinforce the strapline ‘The art of bottling sunshine’.
The identity was rolled out over various pieces of collateral and featured in the book More Paper Work.
This established private dental practice, based in Wimpole Street, treats patients in calm and stylish surroundings, using the latest technology. Their name was well recognised and was not up for changing, but it certainly needed softening.
The logo I designed features a simple 90-degree rotation of the counter in a capital letter D, giving the practice a friendly face and creating the kind of beaming smile hopefully worn by patients after their treatment. I combined the symbol with some suitably toothy type.
I introduced the hot pink as a contrast to the cool grey of their newly refurbished interiors and applied the new identity to a range of items including stationery, carrier bags and a series of practice leaflets explaining the treatments available at the practice.
Working on jobs for LVMH Moët Hennessy Louis Vuitton gave me experience of the world of luxury brands. I was involved in projects ranging from the prestigious Krug chef’s dining room at the Dorchester to point-of-sale design in supermarkets and department stores, window displays and on-trade marketing collateral.
For two years I designed on and off-line communications encouraging nominations for the Business Woman of the Year award, presented by the champagne house Veuve Clicquot. In this case I made use of the eye-catching qualities of Veuve Clicquot yellow.
I created a tailor-made DM piece for this premium champagne. Hand-stitched and hand-finished, the communications pack helped gain PR coverage for Veuve Clicquot in the pages of the high-end lifestyle press.
The booklet, containing a DVD of La Grande Dame images, was sewn shut with yellow thread, inspired by the limited-edition La Grande Dame packaging, and was hand-delivered along with a pair of tailor’s shears, branded with a Veuve Clicquot cloth tag and wrapped in suiting cloth.
On trade luxury branding
Krug’s hotel clients wanted to encourage guests to spend time in their bar rather than leaving the hotel. I created this elegant prompt to be positioned in bedrooms and suites, suggesting guests enjoy a glass of Krug in the hotel bar.
Duplexing, embossing, foil-blocking and die-cutting made for something far more luxurious than your average tent card
On trade luxury branding
Krug’s hotel clients wanted to encourage guests to spend time in their bars rather than leaving the hotel. I created a striking prompt to be positioned in bedrooms and suites, using a luxurious gold ribbon as an analogy for Krug champagne, and suggesting guests enjoy a glass of Krug in the hotel bar. The heavy board tags included tasting notes and were foil-blocked with individual hotel logos.
On trade luxury branding
I designed leaflets showcasing three wines from a vintage year for Veuve Clicquot by alluding to the champagne house’s legendary ‘year of the comet’ – their first vintage year – marked by the passing of a comet across the skies above their vineyards. I told the stories of the wines in a typographic tail to the cork-shaped comet, die-cut throughout the booklet. Metallic inks mirrored the colours of the labels and closures on the bottles.
I worked on the repositioning of Papa John’s as a more premium, authentic product than their competitors. We completely changed the look of the brand, created new TV, radio, poster and press advertising, direct-marketing and even named the pizzas.
As a result sales rose 21%, 11% higher than its nearest competitor.
A new look and feel We moved the Papa John’s brand away from their predominately red and white look and made more of their distinctive green. We simultaneously dialled-up their Italian heritage and introduced quality cues in a new style of photography and revamped tone-of-voice.
Door-drop leaflets Delivery pizza brands live and die by the effectiveness of the ubiquitous door-drop leaflet. These items, which carpet our door mats weekly, are very important in terms of reaching potential customers in their own homes. We opted for an uncoated stock to for a nicer quality feel. We gave a generous amount of space to gorgeous new food photography and included a large splash of Papa John’s green to create a distinctive look and feel that lifted Papa John’s above their competitors, and created a leaflet people were happy to keep in their kitchen drawer, rather than bunging straight into the recycling bin.
Direct mail I helped to develop an ongoing direct mail program, tailored to individual stores as well as specific customer groups. Each communication was designed to trigger a purchase and as a result each £1 spent in this exercise realised an average of £11 profit in incremental sales.
We took over brand guardianship for this American educational toy brand which involved telling their story across a range of channels.
I was involved in every aspect of the account from art directing photography to designing and overseeing the creation of emails, catalogue pages, exhibition graphics and point-of-sale.
In presenting the brand we had to balance its appeal to children, who are attracted by the familiar characters featuring in much of the content, with informing their parents of the tremendous amount of thorough research and development that LeapFrog put into their products – making them a sound choice from an educational point-of-view.
Those familiar with the BBC TV show Heir Hunters will have come across Hoopers, who feature prominently in the show. These highly-skilled professionals have a 90 year track record of successfully finding missing beneficiaries, a process that makes for great TV.
Hoopers are forensic genealogists, meaning they assist the legal profession by tracing missing beneficiaries in cases of intestacy (when someone dies without leaving a will). Their stock-in-trade is the family tree and part of their job is to fill in the blanks on incomplete trees. This task involves sometimes considerable detective work, often conducted internationally. They have a 90-year track record of successfully finding beneficiaries, but their branding did not live up to their stature in the industry.
The new logo I designed alludes to the relinking of people, via the happy accident of the double o, adopting some of the graphic language of the family tree to do so.
I commissioned artist and illustrator Andy Lovell to create a series of images to encapsulate the more emotive aspect of Hooper’s work and lend the overall identity a timelessly English look and feel, in keeping with the character of the organisation.
Andy Lovell’s imagery set the tone for the rest of the printed collateral, providing the basis for a colour palette and underpinning the stories Hoopers tell in their literature – aimed at both the legal profession and at beneficiaries.
For Hoopers press advertising we photographed a number of scenarios in which two strangers are in close proximity to one another, unaware that they are in fact related – highlighting the invisible ties Hoopers work to discover.
The identity incorporates a new responsive website, including a video, aimed primarily at beneficiaries, explaining who Hoopers are and what they do in simple terms.
Employee safety campaign
Safety is a life-or-death matter in many industrial workplaces. Tata take safety very seriously and asked us to create materials to help in their drive to reduce accident rates in their facilities worldwide – no pressure then.
Zero Harm was the title of this campaign to reduce accident rates in all Tata plants. The aim when it came to accident figures was to make it zero. I went for strong, simple graphics that would be easily understandable in any country (they were translated into many languages), and had fun illustrating them myself.
I designed several series’ of posters and leaflets to cover all manner of potentially hazardous situations arising in the workplace.
French tyre retailer Mobivia wanted to widen their appeal to include the female market. The resulting Oxyo Pneus brand offered a friendlier look, exploiting the ‘O’ at either end of the name to create car tyres. The ‘X’ and ‘Y’ became two people enjoying the ride.
Pedro Ximenez is a dessert wine, much loved in Spain but little-known in the UK. We were enlisted by a group of PX producers to help raise its profile. We created a brand identity to help position PX with distributors, sommeliers and eventually consumers, as an up-and-coming Spanish luxury drink.
Employee incentive branding
This was an an identity for a Facebook app launched by The Tourism Authority of Thailand as part of an incentive scheme for travel industry professionals. In the logo the palm-to-palm hand gesture accompanying the traditional Thai greeting, sawasdee, is represented in graphic form.
Report design and illustration
Bliss is a charity which exists to ensure that every baby born premature or sick in the UK has the best chance of survival and quality of life. They asked me to design and illustrate a digital report for parents coping with the common infectious illnesses their children may encounter.
I adopted an illustration style sympathetic to the Bliss logo and VAG font, using their colour palette. It was a great way to introduce a little gentle humour into their material, where powerful imagery of premature and sick babies often, understandably, tends to dominate.
Design and illustration
I drew bold, simple, colourful iconic images to represent the categories of fundraising options detailed in the 2017 Bliss Events Calendar. The style was a continuation of that set by the previous illustrations I had done for Bliss – part of a move to include illustration within their brand toolkit. I designed the calendar as a 6pp leaflet and a poster.
As part of a pitch for a campaign promoting the benefits of cycling for all by Southwark Council, I was given Carry on Cycling as a potential route to visualise. I created the visuals in a style inspired by Carry On film posters and wrote the copy. Did I take it too far?
I was asked to create a series of ideas for a campaign highlighting the problems of homelessness in London. Presented as posters in an iconic graphic style, this route provides practical advice to members of the public as to what to do to help homeless people they meet. I created the illustrations and wrote the copy.
I was asked to create a series of ideas for a campaign highlighting the problems of homelessness in London. Presented as posters in a photographic style, this route appeals to the proven generosity of the public in helping the homeless. I created the visuals and wrote the copy.