Bard of Bray
Inspirational
Pulse rate. Three figures or two?
UNILEVER – 2012 GRADUATE CAMPAIGN
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SAS London
Learn Business Fast was the theme behind this 2012 Graduate Recruitment Campaign, aimed at communicating the sheer scope for getting ahead in a company as vast and varied as Unilever. It involved a website|, brochures|, posters| and adverts|.
LAND SECURITIES – THE VIEW PENTHOUSE
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Hat-Trick Design Consultants
I hope that all of the pieces produced for Land Securities were inspirational. This one was for the penthouse apartment at The View. Several million pounds worth of luxury, but how to put a different spin on luxury? The copy became the voice of a potential owner who demanded seemingly impossible, poetic, magical things of their dream home.
QINETIQ
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The Partners
QinetiQ were once 'DERA', where 'Q'-like scientists made brilliant and impossible things happen. Now they were out in the marketplace, attempting to convince potential business customers that 'impossible' today is, well, a commercial opportunity tomorrow. Which is what this brochure is about. Coincidence, by the way, that thing about Q/QinetiQ. I hope. Pay attention 007.
LAND SECURITIES – 20 FENCHURCH STREET
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Radford Wallis
Rafael Viñoly’s much talked about ‘Walkie Talkie’ required something mysterious, ethereal, other-worldly that made the project feel more like high art than real estate.
HBOS – INSIGHT INVETMENT
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The Partners
It’s easier to be inspirational about buildings and booze and leadership. But try getting people fired up about an ISA.
KPMG – EMERGING LEADER PROGRAMME 2011
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SAS London
‘Numbers’ companies, if I can call them that, are traditionally very cautious verbally – all the more so with many important people having input on content. Very often communications get whittled back into safe, tired clichés that speak to nobody. So all things considered I think the element of inspiration in this brochure for emerging leaders at KPMG is very pleasing.
KIMPTON CREATIVE BST MAILER
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Kimpton Creative
Somebody always gains out of a recession. This mailer for Kimpton Creative to mark the arrival British Summer Time was about how creativity can bring about turning points and change the outlook.
BOMBAY SAPPHIRE – SHADOWBOX
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Twelve
This piece of work was intended to focus attention on the provenance of the ten botanicals that go into Bombay Sapphire, to evoke an exotic, atmospheric sense of adventure.
URBAN REMEDY
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Hat-Trick Design Consultants
Urban Remedy remove things from the to-do list, giving you time to do the things you want. A splendid opportunity, then, to have some fun with just how mundane, irksome, and bone-grindingly grim the to-do list can be.
JUICY LUCY CAFÉ
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'Aricot Vert
Smoother than / Fresher than / Chunkier than... a brand that tried to be as irresisible as possible. Do bear in mind this was in the day when everyone insisted on sounding a little like Innocent Smoothies, and your lunch also had to be your best mate.
AUSTIN-SMITH-LORD
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Zulver & Co
A high-profile architecture practice with five offices across the UK and one in Abu Dhabi, Austin-Smith: Lord needed to modernise without alienating a strong base of traditional clients. This booklet was written help inspire people internally.
AQUAPAC
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Lucid Design
Two words to convey the excitement of fully waterproof bags that allow you to take to the water with both your electronic kit and peace of mind. And some pack copy to go with them.
D&AD
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NB Studio
D&AD is the design and advertising community's equivalent of the Oscars. These magician's gloved hands became the theme of the 2010 Awards Dinner. I wrote copy for invites, posters and so on (click the above thumbnail) – but the most memorable piece of all was a film produced by NB Studio that was barely used in the end, which you can see here.
MUSTARD
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Mustard
Mustard’s tone of voice – incisive, warm, cheeky, approachable, irreverent – is designed to inspire in the same way that Mustard itself inspires the creative talent on its books, and confidence in its direct clients. Mustard is a real ‘people’ business, an expert communicator, so how it speaks as a brand really is its brand.
NOW HERE'S A FUNNY THING
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Hat-Trick Design Consultants
The closer the collaboration between words and design, the more effective the result. The theme for this long and very thin mailer - 'great lines turn pages' - perfectly matched its form. And it makes you feel something. Well, it makes me feel something.
SALVATION ARMY
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Hat-Trick Design Consultants
Widely perceived as a Victorian institution, the Salvation Army needed to be seen in a more dynamic, global, and accessible light. This we communicated through a small pamphlet that opened out in the shape of a cross, and a hardback book to celebrate the philosophy behind their new international headquarters, opened by HRH Princess Anne.
BOURNEMOUTH HOTEL SCHOOL
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'Aricot Vert
How to sell a hotel that was also to be a hotel school? The resulting higher-than-usual employee-to-customer ratio provided us with the opportunity to create a mystery… in this four-star hotel of the future something is definitely amiss. What exactly? Sweeter than a fancy chocolate on your pillow, the service is five-star not four.