From pitching and winning the Euphorium Bakery rebrand project in 2008, I spent just over 8 years revitalising their brand and growing their profile through consistent visual communication across all customer facing touch points, advertising campaigns and in-store design. My strong client relationship and wealth of ideas have helped to build a strong, yet consistent brand that subsequently attracted investment from leading supermarket chain Tesco.
Euphorium's new and confident image helped them rise from a handful of North London local stores to over 120 Tesco Extra, Metro and Superstores by the end of 2014. The birth of The Bakery Project also stemmed from this integration, on which I was lead designer until the multimillion pound business was sold in 2015.
Design Director
Crumpled Dog / 2008 - 2015
Lead designer, Art direction, Branding, Copywriting, In-store Graphic Application, Signage, Project Management, Ideation, POS, High Level Advertising, Retail Products, Store Roll-out, Supermarket Integration, Print, Uniforms
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The Bakery Project
Carve
Christmas Campaign
As part of the Euphorium Bakery flagship launch, I was tasked with producing a set of promotional imagery for use in-store that wasn't simply styled product photography. The client wanted to show creativity and be more engaging with the customers in this special store. It was a fun, hands on shoot that led to a set of typographic images and textures made from bakery ingredients.
Designer
Crumpled Dog
Typography / Design / Art Direction / POS / Advertising
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Essentia Collection
Christmas Campaign
Assaggini
It was great to work with local coffee roasters Nude Espresso on Brick Lane to give them a brand face lift, helping to boost their profile. My involvement with the refresh was to refine the logotype, coordinate POS and brand communications as well as ideation for cross-selling the two locations.
Designer
Crumpled Dog
Branding / Design / POS / Materials / Communications
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RQi
60min Career Coach
Logos
This project, for life coach Sagina Shabaya was a joy to work on. Creating a strong logo and uplifting brand to inspire people to better themselves and their career. The inspiration for the logo came from the USP of 1hr appointment slots that could be taken within your lunch hour. Research into time / clock faces and simple yet motivational communication was key for this identity.
Brand Identity / Copywriting / Promotional Materials
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Green Salmon Futures
PA London
RQi
For Christmas, Euphorium Bakery wanted to promote their delicious new collection of treats. The in-store marketing campaign was hung on the concept of re-writing the poem 'Twas the night before Christmas’. My task was to create the vision for the poem, art direct the campaign shoot, design and produce the printed materials. Working with renowned food photographer Howard Shooter, this two day shoot was the icing on the cake for this sweet little editorial piece. The finished printed catalogue was on an uncoated stock with a gold foil to enhance the luxury of these artisan products.
I also created the Cookie Jar product as a stocking filler to add to the retail experience in-store. It was selected by Lorraine Kelly on ITV in her top ten Christmas gifts under £10 that year.
Designer / Art Director
Crumpled Dog
Art Direction / Vision / Styling / Design / Print Management / Product Development / POS
In need of a style refresh. The Journal, an exclusive magazine for the members of The Lansdowne Club, was treated with the gravitas a prestigious private club in Mayfair inspires. With a redesigned layout and careful print consideration the new incarnation of the Journal perfectly reflects the style of this luxury London club.
Design Director
Crumpled Dog
Editorial / Design / Layout / Vision / Photography Direction
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St. Giles Trust
Perseus Capital Partners
Essentia Collection
St. Giles Trust is a fantastic charity helping ex-offenders and disadvantaged people to move their lives forward from leaving prison. Crumpled Dog won the initial pitch for the re-design of the Annual Review in 2010. I began managing the client in 2011 and have had the pleasure to work closely with them each year since, producing a printed report that shares St. Giles remarkable story. It's a passionate and touching project, one I look forward to each year.
Designer / Design Director
Crumpled Dog
Editorial Design / Print / Client Management
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Lansdowne Club Journal
60min Career Coach
Perseus Capital Partners
A new fast casual dining concept on London's Tooley Street launched in August 2016. No bull just meat... Carve’s Michelin-starred chefs have designed a menu of freshly carved meats, fish or tofu with spices, rices, chillies, relishes and roots: Flavours to whet the biggest and most nutri-conscious appetites. A one-screen one-price cashless payment system gives quick access to Carvepots that have been hand carved and prepped by experts on live carving podiums, so customers can just tap, grab and go.
It was fantastic building a new brand from scratch, from naming, logo identity and tone of voice, right through to uniforms, interior graphics, signage, payment screen interface design – and creating probably the sexiest take-away coffee cup in London.
The brand pays homage to the premium bevel angle of 25 degrees for carving the perfect meat slice. This angle is found throughout the core brand elements, in-store details and POS. It plays its part by defining Carve's strong visual language and is the foundation for key brand elements, in store aesthetic and graphic icons.
Design Director
Crumpled Dog
Brand / Identity / Tone of voice / Signage / Interior Graphics / Uniforms / Interface Design / Website Design / Styling / POS / Advertising / Project Management / Site Visits / Photography Direction
Logo identity and corporate brochure for international hotel investment company Perseus Capital Partners. The custom logotype takes influences from the mythological characteristics hinted in its name to embody strength, growth and security.
Designer
Crumpled Dog
Brand Identity Refresh / Corporate Documents Design / Print Spec and Management / Finishing
Totem is the second jewellery collection by Essentia, which launched at the IJL in 2016. I was asked to Art Direct the advertising campaign again this year and worked with the client to enhance the concept, style, manage and direct the shoot. I also produced the marketing materials, strategy and assisted with the stand design/development.
Concept: Inspired by Native American cultures, Totem encapsulates strength, passion and spirituality. Like a Totem pole, the collection encourages stacking and mixing semi-precious stones with symbolic charms, inspiring you to be the creator of your own story.
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Essentia Collection
Sesame & Lilly
Photography
Essentia is the first retail collection by Jewellery Designer, Love Lily Rose. I was asked to help develop the range, assisting the transition from a Designer Maker to a commercial brand, forming a new identity for the collection to reflect the more luxurious jewellery pieces. This entailed; product naming, product development, look book photography, packaging and marketing materials.The hero piece leading the range being Oriana, an interchangeable necklace that allows you to collect, mix and match layers to suit your personal style.
The collection was launched as a New Designer at IJL in 2015 and made the catwalk at the three day show. As a result Essentia is now a stockist on Not On the Highstreet, Wolf & Badger as well as in discussions with a high street retailer. Due to its success, the second collection Totem was launched in 2016 which I was also involved in.
Brand Identity / Marketing / Photography Direction & Styling / Lookbook / Packaging / Social Graphics / Website / Product Development / Business Advisor / Brand Strategy
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Totem
Sesame & Lilly
Christmas Campaign
Logo identity for Red Loft housing development and regeneration consultants based in Shoreditch. This design was one of 1000 logos selected world wide to be Published in the book ‘Logolicious’ by Peleg Top.
Designer
Crumpled Dog
Logo Identity / Business Stationery / Window Signage
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Logos
Green Salmon Futures
RQi
Resilience Quotient Inventory is a bit of a mouthful. My challenge was to make the service accessible and relatable to staff in corporate companies. To present the brand in a way that companies would want to book the experience and for individuals to feel comfortable and at ease with this professional self assessment tool.
Design Director
Crumpled Dog
Brand Identity / Copywriting / Vision / POS / Image Retouching
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RedLoft Housing
PA London
Sesame & Lilly
A collection of logos and brand identities I have created for a variety of different clients and organisations. From coffee to cake, to corporates and consultants, to fashion, retail, restaurants, an award winning hair salon and the UK's most sought after wedding planner.
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Sesame & Lilly
PA London
Kept Energy
Joanne Salmon needed a brand to distinguish herself within a popular pyramid business scheme. The challenge was to create a distinctive visual language that was easy for her to develop at home and build graphics for social media, personalised marketing materials and a lifestyle brand. Primarily her audience are women and other hard working mums so the brand had to appeal, feel aspirational, approachable and not reflect a seafaring or fish farming business.
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Sesame & Lilly
Essentia Collection
Totem
The Bakery Project initiative was part of the ‘Euphorium British Baking’ revolution to update and improve the bakery offering within Tesco stores. This was a new brand identity and concept specifically for Tesco to restore old-school classics, work with local suppliers and charities but most of all make simple, straight, great bread and cakes. I was lead designer for the complete creative project, from creating the identity, product packaging, high level advertising to in store brand application and customer POS. I also art directed and assisted styling of the product photography for all instore and external advertising campaigns. The Bakery Project concept was rolled out to over 100 stores in the UK.
Designer
Crumpled Dog
Brand Identity / Interior Graphics / Art Direction / Advertising Campaign Creative
Lucent provide architectural lighting solutions to Lighting Designers for high end retail, hospitality and commercial projects worldwide. Approximately every two years they update their printed catalogue, showcasing new products and lighting collaborations. I gave the catalogue a complete re-design in 2009 and have been improving and developing the growing catalogue since. This is not only a huge project management task, but a challenge to develop a system that allowed a huge amount of product information, technical drawings and catalogue numbers for hundreds of products look clear, professional and high end. It's currently over 140 pages and has a high spec cover, with over 12,000 printed and distributed within their niche network.
Design Director
Crumpled Dog
Project management / Editorial / Design / Layout / Print Management / Technical Drawing / Photo Editing
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The Lansdowne Club Journal
St. Giles Trust
Perseus Capital Partners
Brand identity and tone of voice for a New Zealand freelance Yoga instructor
‘Topknot’ A relaxed hairstyle where the hair is wrapped around to form a messy-bun and is usually worn on top of the head. Synonymous with yogis as it’s a quick an easy solution for keeping hair out of the face mid-flow.
It’s fuss-free, like the trendy topknot up-do. It’s practical, level headed and summarises everything this brand stands for - no nonsense, just yoga.
Design Director
Crumpled Dog
Brand Naming / Tone of Voice / Design / Marketing
A great collaborative project with an architect to create a brand identity and vision for a new London based 'Italian tapas' restaurant concept Assaggini – meaning little plates.
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Carve
Euphorium Bakery
Perseus Capital Partners
A lovely little project to create a boutique brand for print maker and jewellery designer Sesame & Lilly. A new brand image was desired to help drive online sales and attract potential retailers. The identity is inspired by 1920's vintage glamour, reflecting the antique lace and vintage materials she sources and incorporates into her luxury custom wedding/party accessories.
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Essentia Collection
Totem
Green Salmon Futures
PA London, a recruitment consultants from Chancery Lane wanted a re-brand to bring the agency to life and reflect the approachable personality they have grown renowned for. I created this alphabet for fun after the initial re-brand so that they had a complete set of characters for future use if required.
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60min Career Coach
RQi
Logos
33 Beaumont Street Dental is one of Oxfords leading private dentist and referral centres. A sweet illustration of their fine regency building was done by a customer and its integration into the brand was a brief requirement. A full suite of stationery and printed collateral was redesigned to reflect the quality, heritage and prestigious reputation of the practice. A stacked typographic approach in classic 'Oxford Blue' was used throughout.
Photography plays a huge part in my life and work, but it's more a passion for capturing mood and memories rather than a side career. I look for composition, colour and those moments of magic that inspire me. These are some of my favourite images from my creative projects and travels.
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Art Direction
Christmas Campaign
Totem
Architects Buckley Gray Yeoman wanted a simple in-house solution for putting together customised printed portfolios to send out to prospective clients. My task was to create a working InDesign template that was flexible, where each page looked designed and individual project spreads could be bound and housed within a BGY branded cover.
The modular grid for the template takes inspiration from Fibonacci's divine proportions. Not only is the 8:13 ratio now fundamental for designers and architects, but it gives the format a purpose and showcases the clients architectural projects in a complimentary and appropriate way. Also the template has a professionally designed look and feel with consistency running through the document, anybody within the practice could use the template and mock up spreads for new projects and collate an on brand, professionally finished portfolio.
Kept Energy were looking for an identity that was reflective of their new logistics business within the petroleum industry, aimed at high networth individuals and companies. It was important not to look like a company that produces energy/fuel but important to reflect the nature of the business. I researched the natural source and elementary forms for inspiration. The logo incorporates the brand initials, a recognised symbol for oil and the line treatment represents global travel and transportation routes.
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Perseus Capital Partners
Assaggini
Carve
