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.
Writing - Project List
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Off the back of my work with Fallon on the Sony pitch, I was asked to help pitch for the Nationwide UK account at 18 Feet and Rising.
Nationwide is a building society, not a bank. Building societies answer to their members, whilst banks answer only to their shareholders. Unfortunately most people don’t know this. Our challenge was to make what many wrongly consider a semantic difference into something tangible that they could talk about in the pub.
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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. The name serves as a personal manifesto and the logo intentionally mimics children’s fridge magnets, to remind us all that we should look at the world as with the eyes of a child.
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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.