I helped 31% Wool make EBRD’s HR department more engaging and approachable.
31% Wool’s verbal narrative for the European Bank of Reconstruction and Development’s newly formed ‘HR and Organisational Department’ (HROD) is based on four ‘quadrants’ that play on banking terminology.
All communications are framed in terms of assets, liabilities, risks and returns. HROD might describe people as its “greatest asset”, for instance, or discuss “unlocking returns” for its staff.
My brief was to translate this conceptual approach across a range of materials – from landing pages to onboarding packs – while balancing the need to be punchy and direct, but also warm and welcoming.
I helped Taxi Studio develop a content strategy for its award-winning Carlsberg rebrand.
The strategy focused on three core areas – the re-crafting of the mark and other brand assets; the holistic design and packaging system; and Carlsberg’s wider sustainability story, in which the rebrand plays a central role.
Working closely with Taxi’s in-house marketing and creative teams, I conducted piece-to-camera interviews in both Taxi’s Bristol studio and Carlsberg’s Copenhagen HQ, then scripted and edit-produced videos that have since formed part of many successful awards submissions.
The videos were accompanied by ghostwritten articles to tell the story in more detail. These became core case studies on the Taxi website, as well as attracting the attention of specialist publications such as The Dieline.
Part one: Crafted to Last
We’ve collaborated with Carlsberg on a major global rebrand, unifying its diverse markets with a simple yet versatile identity system that champions the principles of great Danish design.
Following extensive research into the brand’s 171-year heritage, Carlsberg’s famous brand elements have been carefully re-crafted for the first time in several years, striking the perfect balance between form and function...
At the heart of our global Carlsberg rebrand is a simple phrase: “In constant pursuit of better.” Drawn from the ‘Golden Words’ penned by Carlsberg founder JC Jacobsen, this pledge drives everything from the quality of the brew, to the company’s sustainability credentials, to how its brand is presented to the world.
With no holistic look and feel to tie the regional variants together, or clear set of rules to govern how different assets were used, the Carlsberg brand was presented inconsistently from market to market. Another challenge was to unify all expressions of it as part of a coherent, master brand-led system...
I collaborated with Red Setter and their client B&B Studio on a provocative thought-leadership article about ‘brand euthanasia’. In the firing line: lazy, slow-moving brands that have lost their relevance, but are kept on life-support by empty ‘brand refreshes’ and nostalgia.
The article argued that old-fashioned brands that no longer cater to a real need or desire should make room for the next generation of challengers – and moreover, that no one will miss them when they’re gone.
Alongside high-street failures Woolworths and Blockbuster – too sluggish to adapt in the age of Amazon and Netflix – this included the counter-example of a heritage brand that has managed to stay relevant: Marmite.
Fuelled by expert insights and contentious opinions from B&B’s senior team – including bylined strategy director Lisa Desforges – the ghostwritten article was placed by Red Setter in the City AM opinion section.
Disciplines: Content strategy, thought leadership, ghostwriting
Duration: 3 days
I helped Studio Output articulate how it helps brands to “adapt and thrive in a connected world”.
Following an in-depth briefing session with the senior team, I worked closely with executive creative director Rob Coke to translate the agency’s new strategic positioning into a thought leadership article.
The connected world has shifted behaviours and transformed expectations. As consumers, we’re faced with more choice, more powerful technology and more immersive experiences than ever before. In this world, the experience of your digital products is what defines your brand.
Switched-on brands – those that understand the importance of embracing a digital mindset to succeed in today’s world – are disrupting their sectors and dancing to the rhythm of fast-changing demands. They’re not just responding to the future, they’re creating it – by continually pushing boundaries and challenging themselves to adapt to the unknown ahead of their competitors.
Airbnb put the idea of ‘belonging’ at the heart of every touchpoint. Netflix’s design and motion language showcases the content you love. Uber’s recent rebrand unifies its services with a modern, relevant visual system. And trillion-dollar giant Amazon completely re-framed expectations of service and delivery.
To disrupt their respective sectors, these four all understood one thing: the power of experience as a differentiator. They take people on a journey that conveys their brand values and personality at every touchpoint... [more]
I collaborated with Superunion to help tell the complex story of its multi-award-winning BBC 2 rebrand in a clear, compelling way.
Rather than focussing on each ident individually, Superunion’s innovative new branding system curates the entire experience between programmes, effectively turning the junction into an extended ident.
Each trailer is assigned a ‘mood’ – such as ‘escapist’, ‘intense’, ‘revelatory’, ‘visceral’ or ‘anarchic’. These weave together in a seamless narrative, leading the viewer on a stimulating journey of discovery. The mood animations vary hugely in style and tone, but all feature the exact same curve motif at different points – which subtly hints at the outline of a ‘2’.
In the weeks leading up to the public launch of the new identity, I worked with executive creative director Stuart Radford and creative director Kath Tudball to craft punchy, engaging copy about the creative process to contribute towards case studies, awards entries and more.
The project won an impressive haul of awards, including Best of Show at 2019’s Brand Impact Awards, and Yellow and Wood Pencils at D&AD.