Consumer marketing brand for the national tourism agency, building tourism and raising Britain’s profile worldwide.

Building the Value of Tourism, was a publication produced to showcase the results of the work and initiatives of Visit Britain via it’s consumer brand, This Is Great Britain (TIGB). 

The cover image utilised an image globally associated with Britain - a cup of tea - with a TIGB branded tea bag percolating (to become lively or effervescent) in the cup.

Royal Society of Medicine’s conference and events venue.

Housed in a traditional Georgian building and in tandem with a new identity, developed to create a contemporary brand mark that reflected the leading edge offering of the venue, a photographic style was developed to reflect the new personality of the venue.

MENU AND DELEGATE PACKAGES PHOTOGRAPHIC ICONOGRAPHY: From working lunches to full conferences the venue offers multiple usage and catering options. A suite of imagery was conceived and photographed, to create a bespoke and clearly identifiable visual language.

INTERIOR IMAGERY: The venue offers both historical and modern spaces, this allowed for both a ‘classic and abstract’ approach to the art-direction and a contrasting mixture of imagery reflective of both the atmospheric and actual interiors of the building.

Iconic clothing and accessories brand.

Synonymous with British youth culture since the 1960’s when it was founded, it’s global positioning sought to appeal to a wider and more premium market than it’s traditional core (UK) customer base.

Whilst the container design made clear reference to the origin of the product and a continuation of Ben Sherman’s historic brand usage of British iconography, in this instance through it’s use of the Union flag, it’s mono replacement of red, white and blue colours with black, indicative of a more subtle approach and one more reflective of the higher end customer it was seeking to appeal to.

The concept for the launch campaign took it’s principal influence from the target customer objectives of the brand, the result being a black on black floating and emerging bottle. A reference to the youthful energy of the brand was referenced by the popped cap and ‘anarchic’ fragrance spray mist

One of the UK’s largest Mutual Societies.

‘Life is Fragile’ was a campaign to promote take up of Cuna Mutual’s family life insurance.

A series of family members was created using eggs as their bodies, emphasising the fragility of life and the importance of insurance.

Luxury furniture design and manufacture.

Based in Shanghai, China, Forbidden City seeked a premium positioning for it’s brand and products. Part of this objective was met through the conception and production of a hero image and stand out strapline.

Whilst ‘Made in China’ was synonymous with high volume and cheap products, the Forbidden City furniture range was the complete opposite and ‘Handmade in China’ was created as a play on past perceptions whilst also underlining the craftsmanship of the product and ‘proudly’ putting it’s country of origin at the forefront of it’s provenance.

The photography merged the aged and leathered hands of a Forbidden City craftsman with the worn and heavily marked wood from a workshop table that has equally seen many years of use. The combined image creating a bespoke and authentic representation of the legacy behind the brand and it’s furniture pieces.

Part of national and European shopping centre group.

BROMLEY LEASING BROCHURE PHOTOGRAPHIC ICONOGRAPHY: Utilising stock images, a series of icons were developed to create a distinct visual identity for the centre resulting in a bold info graphic styled messaging language.

TRAFFORD CENTRE LEASING BROCHURE INTERIOR PHOTOGRAPHY: When photographing people in public spaces it is a requirement of UK law to obtain consent for commercial usage from any clearly identifiable individual. In order to avoid this requirement and be able to photograph natural and spontaneous imagery (as opposed to using models) stock head shot imagery was utilised to replace the actual faces of those featured in the centre interior photography.

The result was suite of ‘natural’ unstaged reportage photography with no usage constraints.

The World’s preeminent shopping and leisure district.

The historic area of Mayfair, St James’s and Piccadilly as London’s Luxury Quarter, is anchored around New and Old Bond Street, is an area synonymous with world-class luxury and leisure, providing generations of exceptional service and hundreds of years of heritage.

London Luxury Quarter’s ‘By Appointment’ service is an invitation only service aimed at international
High Net Worth individuals and families. Providing guided tailor-made shopping, leisure and cultural
itineries, in addition to exclusive events and experiences.

To reflect the unique and bespoke offering of the service, photography was shot to capture a visually
unified and seamless collection of brands.

Active investment management.

As an organisation specialising in numbers, trading floors and platforms, numerical algorithms and
indexes... a more bespoke and untraditional approach was taken in the ideation and execution of imagery supporting it’s investment products and services.

Premium, Bath,Beauty and Body brand.

COLOUR COLLECTION: To support the launch of a new colour cosmetics collection a series of images was created for press and marketing usage.

The developed theme presented the range in-situ with matched sweets, the synergy being based on both the visual closeness of the products and packaging as well as the purchase being a ‘treat’ experience.

BATH & SHOWER GEL COLLECTION: A series of images where the product and signature brand bottle is profiled in an abstract and emotive way, used for both POS and direct mail.

HAIRCARE: A cut up retail carrier bag plaited into a pony tail. The raffia handle being unwound and used to make a bow. used for both POS and direct mail.

Eponymous luxury shoe retailer.

BE CAREFUL WHAT YOU STEP IN: A play on both meanings of the created strapline. The concept also allowed for exposure of the sole of one of the brand’s hand made shoes - something as beautiful to look at as the shoe itself.

OUR SHOES SMELL BEAUTIFUL: ‘Oliver Sweeney lives a romantic, semi nomadic existence, partly in London and partly in on the edge of Dartmoor, where he retreats to ponder over a new collection and look out at a garden full of old shoes with plants growing out of them...’

Research into the brands founder and establishment uncovered a ‘treasure trove’ of information and
insights that in many cases were the hidden DNA to the story of the brand. Creative ideations were
inspired using this provenance and directly integrated into POS, advertising and direct mail imagery.

Consumer marketing brand for The Fitzrovia Partnership, Business Improvement District.

Fitzrovia in London’s West End is renowned for it’s varied and multiple dining options and homeware brands, in addition to it’s extensive selection of individual and unique retailers.

@FITZROVIA QUARTERLY MAGAZINE: A magazine in a newspaper format, produced to promote both the protagonists and hidden gems of the area to local residents and those working in the district through door drop and office distribution.

FEAST @FITZROVIA: As part of the festival’s live offering, a ‘knock-out’ food challenge was devised featuring some of the districts chefs, from Michelin star dining to Hawaiian burgers.

Long-haul tailor-made specialist travel retailer.

DESTINATION BROCHURE COVERS: Industry research uncovered a remarkable similarity between competitor brands in their choice of ‘hero’ imagery used to promote specific locations, from sleeping lions under a tree for Africa, to long-tail boats bobbing on the sea for Thailand, there was little to nothing that distinguished or visually separated the majority of travel brands.

Using cost effective stock imagery, digitally manipulated and enhanced, created a unified and unique suite of covers which whilst utilising ‘traditional country and continent iconography resulted in clear stand out and separation from competitor brands

Airline.

DESTINATION MENU COVERS: A series of designs where individual route destinations have been incorporated into on-board menu covers through associated/connected food or drink images.

Tokyo - Japanese black tea, Boston - Tea Party, Athens - Pita bread.