Branding

Lifetime Connect (LTC) is an expansive platform, through which financial advisers and their clients can access an array of helpful services.

By drawing on the holistic value of interconnectedness, I was able to create a confident new brand for Lifetime Connect at launch.

The new brand line, 'For Good', celebrates the lasting value of and connection between long-term business relationships and success, whilst the mark, whose three parallel lines represent the three pillars of LTC’s offering: mortgages, wealth and insurance.

Advertising / Campaign

Risk is a term investors often fear and avoid. However, Carmignac has always seen risk as a fine balance between threat and opportunity.

In an advertising campaign targeting global markets, I helped create thought provoking images intended to epitomise how the team at Carmignac harness this complex and potentially rewarding paradox.

A bold, propositioning tone of voice, alongside these striking images, enabled us to capture the brand’s bold, idiosyncratic personality, resulting in a 12% increase in sales and a truly memorable campaign.

Design / Branding / Illustration

McGill and Partners are the world's fastest growing insurance and reinsurance broker. Founded in 2019 they have offices around the globe and note some of the largest companies in the world as their clients.

They believe in being deliberately 'Different by Design', and wanted client-facing collateral that furthered this strong brand message. 

I was tasked with reinforcing their brand through brochures, RFPs, event collateral, online and more.

Design / Branding

Baillie Gifford is an investment management firm that focuses on long-term investment.

I was asked to produce a high-end brochure promoting their oldest investment trust, SAINTS.

Baillie Gifford wanted to reinforce their philosophy of long-term investment.

I went on to produce a Maltese cross brochure, made from premium Fedrigoni papers.

Design / Art Direction / Video Creation

I was tasked with branding and promoting Candriam’s international asset management conference, in order to increase traffic and attendee satisfaction.

Drawing on the illusion between the volatilities of climate change, and the frequent and unpredictable shifts in contemporary financial climates, I helped create a visual language to set the tone for an evening of lively, relevant and insightful discussions.

The campaign saw the conference sell out, with feedback showing a significant increase in delegate satisfaction compared to the previous year.

Design / Illustration

I have long standing experience within the financial sector, which combined with a design and advertising background, gives me the skillset and versatility to produce an array of illustrations and infographics that cover a broad spectrum of markets and funds.

Here I was given the task of creating a suite of illustrations that would reflect the latest story on Allianz Global Investors Bond Issues website.

Branding

The Design Museum were relocating to High Street Kensington, leaving their original home, a banana warehouse in Shad Thames, London.

Collaborating with the Royal Borough of Kensington and Chelsea Council, the museum wanted to drive visitors back to the area and restore it back to it's glory years of the 1960's. Reinforced by the campaign line: 'It's Happening Again!'.

Using feminine, modern lines, I reinterpreted the 1960’s heritage of the Design Museum, creating a flexible graphic identity which could easily be adapted to fit partnering brands or materialised through billboards and furniture in order to transform their new urban environment.

Design / Advertising

In the investment market, excellent and in-depth research is synonymous with Alliance Bernstein. The firm has long identified market trends, and imparted their knowledge with investors in their famous ‘black book’.

As part of a push to increase Alliance Bernstein’s customer base, I repurposed the brand’s recognisable brackets, in order to draw visual attention to a surprising and visually striking ‘hidden risk’ within key images. 

These intriguing focal points were supported by the line ‘Invest in the know’, which was also partially parenthesised. The brackets even opened and closed the iconic black book, highlighting the crucial nature of its contents.

Branding / Illustration

Carmignac came to us with a problem, the photography / imagery used on their collateral and advertising was not distinctive to their brand.

They wanted to create a suite of imagery, that once saw, was immediately recognisable to the Carmignac family.

I extracted the triangle element from the Carmignac logo, and designed a suite of iconography that incorporated the element. Over 50 custom icons were created.

This was then carried across into the brand photography, supported by the the theme 'Carmignac, By Your Side'.

Branding / Repositioning

The mci group, a global next-gen platform for marketing innovation, wanted to consolidate their vast network of agencies under one master brand.

I created the new brand from the ground up, encapsulating mci group’s innovative, unitive spirit in the brand line ‘Share the future. Shape the future.’

The ‘r’ from group was then cut to form the new mark, a bridge, again representing the group’s mission to form meaningful connections between brands and audiences. 

An in-depth copy strategy and TOV was then developed and applied across all materials, including the new mci group website.

Design / Campaign

Santander wanted to run an internal campaign with the intention of bringing together and uniting their Santander Corporate Investment Banking (SCIB) employees .

A year-long programme of communications designed to engage and inspire staff was created.

Based on the theme of ‘Growing Together’, these communications would include week-long events, internal PR stunts, posters and screensavers, all of which would emphasise the value of working, learning and sharing as a team.

In introducing the ‘SCIB Growing Together Initiative’, we were committing to creating a better working environment. An environment in which everyone, from client to colleague, feels empowered, inspired and supported. In which senior management and employees work closely together, curiosity is rewarded, relationships are valued, and community is nurtured.

Branding / Repositioning / Editorial Design

The Pensions Management Institute (PMI) has been a driving force for change in the pensions industry for decades, but their brand hadn’t quite kept up with their innovative approach.

I created a brand which married PMI past, present and future; accentuating the chevron held within the original logo to represent the brand’s commitment to innovation, and to fit with the new brand line ‘Moving pensions forward’, whilst graphically emboldening the PMI’s original brand pillars.

Branding / Website

Let’s Tandem. The eHarmony of home ownership.

The platform would match individuals who wanted to get on the housing market, but didn't have enough savings to do so alone.

I created a logo that combined a handshake and smile.

The handshake being a symbol of partnership and a smile being the emotional outcome of becoming a homeowner.

I went on to produce the brand guidelines, website, collateral, posters and document templates.

Branding

This online arts college’s out-the-box logo and dated website meant they were struggling to convert visitors to students.

By harnessing the distinctive Regent Academy (RA) pink, I designed a dynamic, impactful new mark, and a vibrant brand and website that saw RA’s enrolments more than double.

Design

I was given the brief of refreshing Brooks Macdonald’s brand collateral (brochures, powerpoint presentations, Microsoft Office templates) as they had grown tired and dated.

My approach was to take their Balance device (15° line) and make it more of a feature within the brochure. I manipulated the line to create distinctive and unique illustrations, icons and templates.

Advertising

My team and I were asked to produce a culturally-specific advertising concept for Carmignac Taiwan that leverages the overall brand campaign (Carmignac Paradox) while selling the brand to a Taiwanese audience.

Using a juxtaposition of two objects enables us to show how, within investing, the element of danger and the potential of reward go hand-in-hand.

By giving these contrasting objects a local Taiwanese flavour, we are able to communicate the Carmignac ethos in a highly targeted way.

In Taiwan, 24% more leads were generated by the culturally-specific campaign than the general version.

Branding / Brand Guidelines

As the proud and long standing governing body for County Cork, CCC wanted to modernise their brand in a manner true to their original crest, and inclusive of their many component regions. 

I reinvigorated the crest, making it not only bold and vibrant, but digital ready. This was supported by a dynamic suite of colours, cherrypicked to represent each region of the county, from ‘Blarney’ grey, to ‘Bantry Garden’ green, resulting in an aesthetic which is at once impactful, and representative of this diverse and beautiful county of Cork.

Branding / Website

With infighting between dyslexia charities frequently standing in the way of progress for dyslexic children within an education system rigged against them, Dyslexia United sought to bring these charities together, helping the world to see dyslexia as something to celebrate.

Our brand line, seeing dyslexia differently, worked to immediately disrupt the notion of dyslexia as a negative, whilst our mark, a geometric illusion performing an endless loop, reminded dyslexia charities that thinking differently is what brings dyslexics together.

Branding

I worked on a corporate identity project called ‘Sci-Fi’.

The brief was to advertise and promote a science fiction event to be held at the British Library, celebrating 50 years of all things science fiction. The event was aimed at 8-15 year olds.

My entry was awarded with an ISTD (International Society of Typographic Designers) recognition and my work was put on show at Brick Lane, London.

Hobby

A hobby of mine is photographing wildlife from around the world - particularly the big cats of Africa.

I was fortunate enough to have one of my entries get through to the second round of the annual NHM Wildlife Photographer of the Year competition.

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