Verbal and visual identity,
nothing by numbers.


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For 20+ years I’ve worked with, and made things for, brands, companies and organisations. Each is different, with specific customers, partners, products and services. But the approach is always the same. It can be stated in six words: Understand the problem; create a solution.

There is no house style, but there is an underlying sensibility, which is just to say a judgement that should feel consistent across all projects. When you see a new project, it should somehow belong with the others. Good writing, design, names, adverts, websites, etc, are needed. This is especially true because not everything made by everyone can be good.

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Ways of working
I work on a range of projects, some lasting 6 weeks, some 6 months. For the larger of those that may need specific expertise, such as a dedicated strategist, coder, photographer, videographer, or additional namers, I build a flexible team from the network of brilliant people I’ve worked with throughout my career.

Sometimes I work on collaborative projects in teams that have been put together by a CMO or in house creative leader.


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Principles
Everything has to be real, shortcuts exist elsewhere. This means for those who want a moodboard, or a copy of something they’ve seen, fortunately for them there are many other studios and consultants that will keenly oblige. I see generative AI in the use of creative work as an extension of copying, effectively lifting the most commonly combined pixels from a global, timeless, hellish moodboard.


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Services
Visual identity; verbal identity; brand strategy; typography and typefaces; logomarks and symbols; naming; art direction; tone of voice; copywriting; advertising; brand architecture; design systems and guidelines; print production; asset delivery; digital design.


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Sectors
Technology
Finance
Insurance & professional services
Cybersecurity
Science and healthcare
Housing and infrastructure
Sustainability
Travel, tourism & hospitality
Intellectual property
Education
Retail and food
Telecoms
Fashion
Management consultancy
Consumer goods
Law enforcement

I don’t specialise in one or even a group of sectors, but instead bring a fresh perspective and a sense of objectivity to each new project.


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Biography
I’ve held senior positions in brand agencies and also worked in-house. Most recently I was Creative Director at Superscript, where I was responsible for visual & verbal expression, all advertising campaigns, from concept and copy to art direction and design, and collaborated with product teams on UX and UI delivery.

Prior to that I was Head of Creative at Siegel+Gale London, leading a team of nine on clients small and large, old and new.

Before that I worked at a small digital agency in East London, extending their digital offering to include brand identity design and naming, training junior writers, and leading the design and delivery of over 25 digital projects in six years.

Going back even further, if we must, I graduated with honours from Central Saint Martins/University of the Arts London. I specialised in communication and writing, graphic design, advertising, photography and typography.

Before that, I wrote poems and painted paintings.

Some of them weren’t awful.


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Clients
American Express
Andrews Estates
Aramco
Argos
Aurion Group
Black Hat / Informa
Bloomsbury Research Institute (BRI)
Bridgebrook Capital
Centrient
Cloudreach
Disguise Technologies
EIP
Embla
Eurolife FFH
The Fédération Internationale de l’Automobile (FIA)
GAM Investments
Glasmacher
Harridge Business Travel
Here Technologies
IATA
Interpol
International Road and Transport Union (IRU)
Kat Wendelstadt
Kearney
Letterhead
Marconi Capital
McLaren
Mercury House Seychelles
Michele Panzeri
Mobily
Nectar360
NewFound
Nexford University
Onggi
Point101
Rarebird Partners
Robinson Packaging
Sainsbury’s
Studio Ageli Architects
Superscript
Sweet Tooth Tours
Syntax Lighting
Thélème Partners
Transport Authority
Untypical
Wonderfield