Facilitator. Instigator.
Part time troublemaker
Too many still treat creativity as reserved for challenger brands and headline-grabbing campaigns.
The sectors may not always be glamorous, but they matter and that makes the work matter too.
The reality is, every brand needs it
Some of the most important creative work happens in the sectors that keep the country moving, connected and functioning, from infrastructure, utilities and housing to education and healthcare. These industries shape everyday lives, often without fanfare. Their challenges can be complex, their subject matter technical and their audiences pragmatic, but that only makes creativity more valuable. When people need to understand, trust or act, facts alone are rarely enough.
As a Creative Director, my portfolio spans brand strategy, integrated creative campaigns, corporate communications, stakeholder engagement and organisational transformation. From global sports brands and national infrastructure programmes to purpose-led campaigns, employer branding, and leadership communications, the common thread is simple: translating complexity into clarity, turning information into engagement, and creating work that changes how people think, feel, and act.
Award winning: Behaviour change with Southern Water
Award winning content: Stonewater Colleague Day
Award Winning: The Real Cost of Living
Changing the cycle with United Utilities
CIBSE: Repositioning for the next generation
Uniting The twelve: Brand Development
More Room: Development Campaign
A new look for a new decade of delivery
Building a brand for BCorp status: Simply Washrooms
Repositioning for opportunity: The Osprey rebrand
Repositioning for change: This is Solent Partners
Positioning Greater Manchester as a Hub for innovation
Five brands into one: Cavendish
Reimagining CCHQ: SoCrowd
Branching out from the parent brand: This is GenFlex
Creative partnership: Hares of Hampshire
Good old fashion storytelling.
Long before we had written language, we used stories to share knowledge, pass on wisdom and make sense of the world.
Today, stories do far more than engage our language centres. They activate sensory and emotional regions of the brain, making us feel as though we're experiencing the story ourselves.
Great storytelling doesn't just capture attention; it creates connection. By triggering emotional responses, including the release of oxytocin, stories help us empathise, build trust and respond to social cues. When we feel connected, we're more likely to act, whether that's offering help, showing generosity or changing our behaviour. Stories also sharpen focus, making ideas more memorable and meaningful.
Revenge is bloody
UFC 204, like Manchester, was rich in narratives and played host to the next chapter in a story set in motion way back on UFC 100 when Bisping suffered a devastating loss to Dan Henderson. Bisping just wanted to fight; he didn’t really care who or where, but all the pieces had come together to give him the perfect location in front of a home crowd to close the book once and for all.
The anticipation and emotional stakes surrounding that moment were intense!
Legends fight here:
MSG, NYC, UFC.
Developing content strands for a tentpole event means being able to create narratives that appeal to different audience segments. For UFC 217 this was done by conceptualising an over arching theme which could be manipulated to tell different stories.
The primary goal was to position UF C 219 as the can’t-miss event that closes out 2017. It will be an exciting card available on PPV, captivating fans who are in Las Vegas for New Year’s Eve.
However, were challenges, competing with holiday buzz and spending habits during the festive season, as well as other live sports events like CFB Bowl Games, NBA, and NFL.
You are a wonder, woman.
The baddest man on the planet
“On the verge of history, Miocic sought to be the first UFC heavyweight champion to successfully defend his title three times in a row. To achieve his goal, he had to turn back the imposing threat of Cameroon’s Ngannou, whose back-to-back demolitions of Andrei Arlovski and Alistair Overeem had fans already anointing him as MMA’s next great big man.”
