I build brand systems designed to move, shaping identities that are clear, expressive and built to work across modern platforms.
Brand identity, motion design and campaign systems
No Drama
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Brand Platform
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2026
For Stansted Express, we developed “No Drama”, a long-term brand platform designed to cut through a crowded airport advertising environment. Moving beyond functional claims around speed, the idea reframed the service around a simple emotional benefit: a calmer, more reliable journey to London. I led the development of the visual world and scalable campaign system, evolving the existing “Stan” device into a flexible brand asset that could work across large-scale OOH, digital, and motion-led environments.
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No Drama
,
Brand Platform
,
For Stansted Express, we developed “No Drama”, a long-term brand platform designed to cut through a crowded airport advertising environment. Moving beyond functional claims around speed, the idea reframed the service around a simple emotional benefit: a calmer, more reliable journey to London. I led the development of the visual world and scalable campaign system, evolving the existing “Stan” device into a flexible brand asset that could work across large-scale OOH, digital, and motion-led environments.
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Ladisfaction
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Brand Platform
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2025
For Ladbrokes, we explored a refreshed brand platform built around the idea of “That’s Ladisfaction”, repositioning the brand for a new generation of digital-first bettors. The project focused on modernising the visual identity while retaining core brand equity, shifting the narrative from transactional betting to the personal satisfaction of a well-made call. I helped develop motion-led design routes and a flexible campaign system designed to place the bettor at the centre, ensuring the platform could scale across retail, campaign, and digital environments.
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Ladisfaction
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Brand Platform
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For Ladbrokes, we explored a refreshed brand platform built around the idea of “That’s Ladisfaction”, repositioning the brand for a new generation of digital-first bettors. The project focused on modernising the visual identity while retaining core brand equity, shifting the narrative from transactional betting to the personal satisfaction of a well-made call. I helped develop motion-led design routes and a flexible campaign system designed to place the bettor at the centre, ensuring the platform could scale across retail, campaign, and digital environments.
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Punch
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Brand Identity Refresh
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2024
Following a strategic shift in the business, Punch required a refreshed identity that better reflected its evolving positioning and growing digital presence. The project focused on creating a cohesive, scalable brand system that balanced consistency with flexibility for client-level personalisation. I led the design development, defining a clear typographic and grid foundation while introducing illustration, accent colour, and motion to bring personality and adaptability across channels.
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Punch
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Brand Identity Refresh
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Following a strategic shift in the business, Punch required a refreshed identity that better reflected its evolving positioning and growing digital presence. The project focused on creating a cohesive, scalable brand system that balanced consistency with flexibility for client-level personalisation. I led the design development, defining a clear typographic and grid foundation while introducing illustration, accent colour, and motion to bring personality and adaptability across channels.
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Entrepreneur Awards
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Event Identity
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2024
For the Barclays Entrepreneur Awards, we developed a bold, social-first identity designed to engage a new generation of founders. Building on the recognisable Entrepreneur Star, the project reimagined the symbol as a dynamic 3D visual system suited to motion-led and digital environments. I led the design development and art direction, creating a flexible identity that could scale across categories, content formats, and event touchpoints while maintaining alignment with the Barclays brand.
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Entrepreneur Awards
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Event Identity
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For the Barclays Entrepreneur Awards, we developed a bold, social-first identity designed to engage a new generation of founders. Building on the recognisable Entrepreneur Star, the project reimagined the symbol as a dynamic 3D visual system suited to motion-led and digital environments. I led the design development and art direction, creating a flexible identity that could scale across categories, content formats, and event touchpoints while maintaining alignment with the Barclays brand.
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Flavour for life
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Social Campaign
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2024
For Good Earth, we developed “Flavour For Life”, the brand’s first major social campaign designed to drive trial and acquisition. The project repositioned flavour as a form of personal expression rather than a product feature, leading to a bold typographic and illustration-led system built for in-feed impact. I led the creative direction and design, creating a flexible campaign identity that could scale across social, digital and brand channels.
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Flavour for life
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Social Campaign
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For Good Earth, we developed “Flavour For Life”, the brand’s first major social campaign designed to drive trial and acquisition. The project repositioned flavour as a form of personal expression rather than a product feature, leading to a bold typographic and illustration-led system built for in-feed impact. I led the creative direction and design, creating a flexible campaign identity that could scale across social, digital and brand channels.
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