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Projects | 3

Orange / EE

​​I worked across the Orange business from 2001-2015 (when they were bought by BT), on everything from naming to global websites, ads to product guides, CSR reports to packaging.  


I also worked on the transition to new parent brand, EE, helping create user scenarios for their star services, which were brought to life in stage sets and on posters at the brand launch for staff at the NEC, Birmingham.


Take a look through sample pages from a global CSR Report from 2003, a Digital Champions booklet, and a Guide for Parents.



​​Huddle is an award-winning design and branding agency based in Shoreditch, London. They're down to earth, creative and great fun to work with, and we've collaborated on a wide range of identity projects over the last few years. Most recently I wrote up some case studies for their new website.


​​I worked with Huddle Creative to create an exciting and engaging new brand for a direct lending service from NatWest. Esme lets businesses apply for loans online, and provides both decisions and funding fast.


I created the strapline and the copy for the online service.


John Lewis 

​​I started working with John Lewis Partnership in summer 2014, and this Employee Ownership (EO) toolkit was our first project together. The toolkit makes the case for EO, and is aimed creating advocates for it among opinion formers in business, government and education. I went on to write press releases and advertising.



​​I've worked across the whole of the PizzaExpress business, from

campaigns, advertising and awards submissions to tone of voice, on-pack copy for grocery products and new product naming and launches. The images are from two issues of Expresso magazine.


I have also run writing workshops for the customer services and marketing departments. See Marcelo Alvisi de Paulo's reference, here.

Home exhibition

​​Home was launched in 2012 by Ian Rudge, founder of 100% Design (featured below).


I wrote all the launch materials for the show, including brochures, web copy and strapline, examples of which are featured in the gallery to the left, together with a brochure announcing the move to Olympia in 2015, and the autum 2014 / spring 2015 sales brochure.

100% Design

​​100% Design is the UK’s leading commercial contemporary interiors exhibition. I worked with 100% Design in the run-up to its launch and for the following six years, writing everything from straplines to ads, websites to sales brochures and sales letters, and newsletters to tickets. 


I also wrote launch and brochure copy for 100% Design Moscow and 100% Japan.

100% Detail 

I wrote the copy for 100% Design's new sister show, 100% Detail, including the strapline,  brand articulation and positioning. I also wrote visitor campaigns for both 100% Detail and 100% Design, examples of which are shown here.


I worked on the new recruitment website for Carluccio's in the run-up to Christmas 2013. The brief was to create a warm, professional and authentic tone of voice, aimed at attracting the right sort of applicants and making the application process intuitive and inviting.


The process involved liaising closely with the recruitment team, and interviewing around three dozen Headquarters and restaurant staff. 

First Point Group

​​FPG is a global telecoms recruitment agency I worked with as part of a branding exercise sponsored by the UK Design Council.


I started by interviewing the directors and more than a dozen staff to get a clear idea of the type of company FPG was, before going on to devise the tone of voice. I then worked on the content for their website, a process which included interviews with staff, contractors and clients. I also updated their collateral and worked with them on successful Awards submissions.

Liverpool ONE

I worked with Pollitt & Partners on brochures, posters and ads promoting Liverpool ONE, a redeveloped commercial and residential area of Liverpool. The work built on the identity created by Wolff Olins.

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