MoodShare is a tool for creative professionals which solves the thorny problem of not being able to read other people’s minds. Instead, we believe that collaborative mood boards are the best way to get consensus around an idea and it’s execution.
Branding - Project List
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Headspace is a startup that aims to make meditation an indispensable tool for modern life.
Working alongside the core strategy team at BBH London, my role was to source and direct a team of super talented freelancers. In a few short months we created everything you can possibly imagine for the new brand – logo, tone of voice, explanatory illustrations and animations, guided meditations, films, emails, Keynotes, stationery, books, and of course an entire website and iPhone app.
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The-Affair was the first fashion brand in the world to be inspired exclusively by literature.
Co-founded by myself and David Black in late 2007, the brand is a response to the mindless mindless hip-hop and pop cultural references that define streetwear. We decided instead to recognise and target the discerning intellect of men who read.
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Boredom Is Your Fault was an outlet to hone my critical thinking and writing about the advertising industry for many years. Discontinued in January 2010 owing to time commitments, but the ethos still serves as a personal manifesto.
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Volkswagen UK partnered with 4 illustrators across Europe to create a series of de-cals for the New Beetle. Apart from a microsite, it was decided that VW actually needed a new brand to best communicate the concept behind the project. After many proposals, ‘Art’ was (unfortunately) chosen. From this point it was a small, logical step to use the gallery metaphor for the microsite.
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Article published in Computer Arts magazine about branding in the digital world.
My position was – and still is – that brands can and must interact individually with the online consumer. It is no longer enough to design a logo with only the printer in mind because a rigid set of guidelines cannot effectively communicate with an increasingly fragmented audience. Online, flexibility is key, and the most successful brands respond to their audience, give them feedback, and grow and change over time. In terms of creating marques that embracing this flux yet retain a consistent message, the only way is to create systems as opposed to static logos.