Brand campaigns

The challenge

Established brands need creative work that remains recognisable and consistent while adapting successfully across different audiences, campaigns, channels, formats and physical applications.

My role

Across senior in-house roles, I worked within established brand systems to develop and deliver creative across campaigns, retail environments, point of sale, publications, digital channels, events and physical applications.

My role often involved interpreting existing brand guidelines rather than creating the identity itself, then determining how the visual language should work effectively in a new context.

The solution

I translated established brand systems across a wide range of applications while maintaining visual consistency, production quality and the intent of the original brand.

The work required strong judgement around hierarchy, typography, scale, materials and production, particularly when moving creative between digital, print and physical environments.