Studio work

When required, I take it all the way to finished execution.

Fractional direction is central to how I work now. More than two decades of creative-led engagements across Black Magic Design and KICKASS DESIGN also means I can take a brand through to final execution or guide a trusted team through it.

Capabilities

Strategy that can move into real work.

Brand identity systems

Marketing communications

Campaign creative

Packaging design

Websites and digital presence

LinkedIn engagement

Selected case studies

Different brand challenges.
One strategic perspective.

Selected engagements that show how strategic thinking and creative direction translate into stronger brands and more effective communication.

Heritage brand modernization

Renewing relevance while preserving the trust built since 1925.

Challenge

A long-established brand needed to engage a new generation without alienating loyal customers.

Approach

Preserve the brand's most valuable cues while modernizing positioning, identity and packaging architecture.

Outcome

A clearer, more contemporary presence built on the equity the business had already earned.

Technology / Cloud / SaaS / AI

Turning complex capability into a clear, compelling proposition for clients.

Challenge

A growing B2B technology company had multiple offerings, markets and communication demands.

Approach

Create a unified brand, messaging and creative system across corporate, product, sales and digital communication.

Outcome

Clearer stories, faster marcom delivery and greater consistency across every business development channel including LinkedIn.

FMCG packaging

Building brand recognition across retail shelves.

Challenge

An identity that would strengthen awareness and recognition – and translate seamlessly into impactful packaging.

Approach

Develop a distinctive visual system that translates the brand story into a clear packaging hierarchy and stronger retail shelf impact.

Outcome

A more distinctive and coherent presence from first impression to purchase consideration.

Real estate / Senior living

Translating an important life decision into trust.

Challenge

A high-consideration senior living offering needed a website that clearly communicated its proposition, built trust and guided prospective families towards enquiry.

Approach

Align brand positioning, project communication and lead-generation materials around clarity and reassurance.

Outcome

A consistent experience that helps prospects understand the proposition and move forward with confidence.

Selected clients