LLOYDS
AVIVA
IG
RBC
With over 30 internationally recognised industry awards to my name, craft and excellence is at the heart of my work. Whether it’s film, animation, print or social, I pride myself on creating emotional and engaging creative work that will add value and grow any brand.
Lloyds Bank
Below is a sample of the creative collaboration that I led on the Lloyds Bank account. Entrusted by the client for setting the tone, strategy and craft style, other disciplines and companies then worked into me creating their own work on the brand.
IPA Effectiveness Bronze winner
Below is a sort film showing the effectiveness of the brand during my time as CD. With a revenue increase of 123% and a ROI of £1.65 for every £1 invested.
Product specific
Under my creative control this allowed other teams to work into me and create product specific commercials that followed the creative standards and messaging values of the main brand films.
Photographers/Social Content
Collaborating with specialist on set photographers and social content creators was essential on such a complex production. This enabled me to oversee the capturing of the imagery and footage needed whilst giving a range of creators the freedom to operate remotely getting the best results.
Creating a Style and tone of voice guide:
In collaboration with Rufus Leonard, Lloyds Banking Group appointed design agency, a colour and imagery style was created that would set the template for further work for other creators to draw inspiration from.
Implementing a Style Guide:
Once this imagery style and palette had been agreed with both myself, Rufus Leonard and client, creative teams and designers were able to make more focused choices when selecting imagery. Whether that be concepting for ads, creating in branch posters or updating website messaging.
Implementing a Style Guide:
In collaboration with Rufus Leonard creating a set of robust brandguides that allowed creative flexibility along with consistent messaging.
Banking portfolio:
I then oversaw other brands within in Lloyds Banking portfolio being updated with similar core values as the main brand campaign whilst still having its own communication voice ie Club Lloyds their account with premium benefits.
Aviva
A national poster campaign to compliment a TV relaunch of the brand.
IG
Creating the line and the brand positioning of ‘celebrating the trading oppourtunity that surrounds us’ I collaborated with a range of creative disciplines - from designers, photographers, image researchers, conceptual creatives, social and content creators to build a brand that had stand out and a distinctive voice in the market. Each creative burst built the brand and kept it current and relevant in the market.
Royal Bank of Canada
I was tasked with creating a unifying branding device and visual asset that would bring together three current UK brands; Brewin Dolphin, Blue Bay and Capital Markets. For the first time bringing them under the one Royal Bank of Canada brand for the local market. The branding device was born from the line Ideas Happen Here strategy, positioning RBC and its brands as a hub for smart thinking and where ideas can flourish
